This paper aims to trace the social construct of sustainability in the context of media development and define what is to be sustained, at the level of the intervention (the process of change) or its outcome (the impact on the medium itself ).

It is intended for all those who are concerned, closely or remotely, with ‘media action’ – and this expression is used here to mean any intervention (inside or outside a given media system) that promotes either communication for social change (the use of media for development purposes) or media development (the targeted development of independent outlets).

This literature review focuses on the evolution of the concept of sustainability and the way it has been endorsed by the media, media action implementers and donors over time, as funds dedicated to media assistance have increased and the digital revolution has questioned most of the foundations of the media industry, with regard to production, distribution and information usage.