In Japan, when someone commits suicide as a result of bullying, it is usually national news, covered by all major media. Noboru Kaetsu, a senior producer of youth programming at NHK, says he was always skeptical about whether this kind of coverage was helpful in preventing future tragedy. Finally, one bullying suicide compelled him to create a TV show called Ijime wo Knockout ("Knockout Bullying"). In this unscripted program, a member of a popular Japanese girl group talks with children about bullying. With the emphasis on getting kids to think about the subject, each episode ends with a question. In the summer of 2013, NHK began an awareness campaign against bullying, and has also aired a program that focuses on kids who witness bullying.

Four years ago, Lee Hirsch made Bully, a film that vividly documented the reality of bullying. He himself had the experience of being bullied as a young child, and found that adults around him were not very sympathetic, almost taking the side of the bullies. He says that this tough experience inspired him to make a film that would have an impact on society. The documentary intentionally avoids presenting concrete solutions because he wants the audience to take time to think. He is currently showing his film to children around the world, as well as providing guidance about bullying issues to teachers.

Wolfgang Pruss of the German public television network ZDF made a program that gives kids practical coping techniques to deal with bullies. It shows a workshop led by a rhetorician who teaches kids how to respond to teasing. For example, if you are teased about wearing glasses, you should look the bully in the eye and say, "Yes, I can see better than you." This kind of approach has given many children new confidence, and the program has received a lot of attention. The program showed bullying that began for trivial reasons, and interviewed kids who had been bullied. Mr. Pruss adds that interviewing kids about the subject is difficult, because of the need to be sensitive to both the victim and the victimizers.

Bullying that originates in economic inequality or racial difference is particularly difficult to solve. It is essential to address bullying issues broadly, on a community level, rather than simply asking victims to find their own solution. Thus, by ensuring constant focus on the problem, the media can play a significant role in mitigating it. In this session, the important and meaningful role of the media was discussed in depth.