The campaign, created in conjunction with social media specialist Creative Spark, aims to engage the public in discussions about current hot topics on media freedom, including the proposed statutory media appeals tribunal, and the Protection of Information Bill.
The MMA is a human-rights-based media organisation which aims to promote the development of a free, fair, ethical and critical media culture in South Africa and the rest of the continent.
MMA director William Bird says, "This is not just a spat between government and journalists. This is a critical moment that will shape South Africa's media landscape. So we need everyone to engage in this debate, to suggest how best to improve our media environment and how to get the balance right."
"Facebook is a mainstream platform in Internet terms, and is a key area to stimulate debate and influence thought leaders across South African society. We've seen political activity across the spectrum on Facebook from all our political parties. It's a key component of this campaign," he explains.
In calling on all South Africa citizens to get involved, MMA's new "Media Matters" Facebook page explains, "We all rely on the media to some degree to let us know what is happening in the world. If you don't make your voice heard this could all dramatically change without your input. The outcome of these debates will affect the news you watch, the papers you read, the radio you listen to and the information you have access to."
MMA is hoping that well-known personalities will join media consumers, activists and citizens of all walks of life and heed the call, to debate, discuss and defend their positions - whatever they may be - on the future of South Africa's media.
One of the questions posed to kick start the campaign: South Africa's media in need of a makeover?
Get involved! Join the debate at www.Facebook.com/MediaMattersZA and on Twitter at @MediaMattersZA.
