One of the main reason for publishing this blog every day of the week is to monitor the ethical health of the Swazi news media. This is not because I have a personal vendetta against journalists, but rather it is done in the knowledge that media commentators both in Swaziland and in Africa generally have identified many shortcomings in African journalism. In Swaziland senior media practitioners identify the kingdom’s media as partisan, inaccurate and generally unprofessional.
A workshop of civic society stakeholders held in September 2005 which attempted to measure the performance of the media in Swaziland reported that news media lacked credibility and many people saw journalists as lacking in education and experience.
One criticism is that most of the reporters can hardly write a story and they only survive on handouts in the form of press releases and can hardly generate their own story ideas.
In Africa more generally newspapers have been described as very unprofessional, highly biased, sensational with exaggerated reports published out of context, driving Francis Kasoma, a media academic, to conclude that the independent press in Africa has apparently thrown all ethical norms overboard. Therefore, codes of ethics are necessary, he believes, so that journalists can stay on the right track.
Leading the campaign to improve ethical standards of journalism is the Swaziland National Association of Journalists (SNAJ), which has a membership of 150 of the estimated 200 journalists working in the kingdom.
In 2002, SNAJ developed and approved a code of conduct to ensure professional standards were maintained by all journalists practicing in the country.
The code was updated in 2005 to include clauses on the coverage of HIV/AIDS and gender issues. However, no organisation has been created to ensure the code of ethics is adhered to, so SNAJ currently relies on willing editors in newsrooms to sensitise journalists about the code. SNAJ has also embarked on an awareness campaign to educate its members about the code.
The code is meant to ensure that members adhere to the highest ethical standards, professional competence and good behaviour in carrying out their duties. Its overriding concern is that members of the media should conduct themselves with a high sense of responsibility without infringing the rights of individuals and society in general.
There are eight articles of the code which are about the personal responsibility of the journalist and these cover such matters as conflict of interest (do not accept bribes), plagiarism; protecting confidential sources; under no circumstances suppressing news (unless it borders on issues of national security); allowing a fair opportunity for organizations or individuals to respond to issues raised in publications; using ethical means to secure information and photographs; respecting embargoes and encouraging journalists to advise a survivor of a sexual offence to go for counselling.
The remaining nine articles cover areas including the public’s right to information (which is unbiased, accurate, balanced and comprehensive); respect for privacy; respect for national and ethnic values (not originating material which encourages discrimination on the grounds of ethnicity, colour, creed, gender or sexual orientation); publishing corrections to inaccurate or misleading reports; separating comment from fact; avoiding the publication of speech that might promote hatred; avoiding the identification of survivors of sexual assault; protecting the rights of minors; exercising tact and sensitivity when dealing with people in grief.; avoiding misleading and sensational headlines and the reporting of people with HIV and AIDS.
In the absence of an umbrella body to enforce the code, each newsroom has developed its own professional standards. For instance, the Times of Swaziland has created an internal ombudsman to address concerns of readers and sanction offending journalists. The Observer has its own internal structures to address concerns raised by readers.
In an as yet unpublished pilot survey of the Swazi press, which I undertook over a period of eight weeks in October to December 2006, I found constant breaches of the SNAJ code of conduct. These breaches were in every one of SNAJ’s 19 clauses. They ranged in intensity from relatively minor infringements of fairness (apportioning blame in reports of traffic accidents), and clear bias in reporting on activities of MPs, to very severe examples of hate speech.
The most striking aspect of the infringements was the almost casual disregard for the codes. For example, Article 5, which deals with privacy, states clearly that ‘intrusions into a person’s private life can only be justified when done in the public interest’. The ‘public interest defined as ‘all matters pertaining to and promoting public safety, security, health and general well being of society’ (SNAJ Code Definitions). This article of the code was casually disregarded during the period of the survey.
Illustrations of this were a report of a school student who was forced to drop out of school; another report that was conjecture on why a man committed suicide, speculation over the reasons for a possible suicide (with a photograph of a woman sobbing as she narrates her ordeal); a woman who spoke to reporter on condition of anonymity has her photograph published (she has her eyes backed out but she is clearly identifiable by her clothes and her location). It is impossible to justify any of these reports on the grounds of public interest as defined above.
On the evidence presented here there is still along way to before the Swazi media can consider themselves ethically healthy.
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