KUALA LUMPUR, March 8 (Bernama) -- The media in developing countries must address cultural diversity meticulously as they are a very powerful tool for social transformation, says Deputy Information Minister Datuk Seri Chia Kwang Chye.

He said therefore any decision taken by the media must be in line with the national inspiration of achieving unity.

"There is no doubt that media influences our attitudes, beliefs, our actions, the way we talk, the way we dress. It is indeed the moving force behind culture today," he said in a keynote address at Canada/Asia-Pacific Institute of Broadcasting Development (AIBD) Regional Seminar: Broadcasting and Cultural Diversity, here Thursday.

Chia said thus the strength and power of the media had to be harnessed and used in a benevolent manner to save indigenous, minority cultures from perishing.

"It is a long accepted fact that neglect of the needs of a minority group could lead to major problems in a country. History has revealed how neglect has played pivotal roles in the numerous occasions when society descended into anarchy, violence, death and distruction," he said.

Citing Malaysia as example, Chia said the media in the country was part of the reason of its population, despite being multi-racial and diverse cultures, could live harmoniously and peacefully together.

"Malaysia is a good example on how media can play a role for finding and keeping the unity in diversity," he said.

The three-day seminar which begins today is attended by about 100 broadcast media practitioners.