Journalists Missing the Bigger Picture
Published on 2nd September 2008
It is the Smirnoff Media rave organized recently in Kenya that caught my eye. It was an event especially for media personalities termed as ‘Smirnoff Media Rave competition’. Journalists to my amazement thronged the event. This time it wasn’t about a news item unfolding nor were the cameras keen on nitty gritty, it was time to put tools down and dance the night away as they engaged in small talk and it was the third of it’s kind..
The hosts, East Africa Breweries Limited and their Smirnoff brand, called the event ‘a success’ as they plan to hold similar events in towns around the country. For a prize of $375, $225, $150 and $75 respectively for best dancers from position one to four, journalists battled in various dancing styles as they sipped Smirnoff and other EABL drinks all night.
The ‘Fourth Estate’ as it is referred to on the basis of being fourth in command after the Executive, the Legislature and the Judiciary, are mandated to be the watchdogs for the public when it comes to scrutinizing issues from the political, business and social divide. They however cut themselves short when they undermine their critical characteristics in engaging in acts that not only portray them as desperate beings but also compromising the whole profession on a wider scale.
What is shocking is that the next day local newspapers in Kenya carried features and news articles of the event showcasing journalists skimpily dressed in various dance moves and at the same time lauding the event organizers as if encouraging them to organize more of such.
The big question then follows; how can journalists for a prize of $375 attend sponsored events and give themselves a pat on the back when they are intentionally compromising their ethical standards?
Imagine if different companies were to follow the trend and hold events every now and then for journalists, what would become of their integrity and impartiality? To make the matters worse they do it for a monetary reward they don’t deserve. Clearly either journalists are underpaid to be lured by $375 award or they are totally ignorant and miss the bigger picture as regards their ethical standards.
With these kinds of trends coupled with the little monetary rewards journalists receive from politicians and business people as an addition to their salaries, one wonders whether media ethical codes and frameworks developed in the Western countries can really be applicable in Africa.
In an era where the media industry has mushroomed all over the world with the same curriculum in training, it is a reality that Western theories cannot be applied to African contexts as it is done in media training programs and textbooks. Journalists in Africa find themselves negotiating inconsistencies and tensions between what they have been taught to do, and what they have to do to cope in their specific circumstances.
There is therefore no difference between receiving a bribe from a source and attending sponsored media events. Reports about journalists accepting bribes are no news. In Cameroon, for example, ‘gombo’ is a form reward for favorable news reporters. This is a serious offence that infringes the integrity of the profession. It is condemned at the training and professional level.
One will argue that Africa gives journalists a different environment to exist. In Zimbabwe for example, Mugabe’s government has clamped down severely on the private media who dare criticize the government. One will therefore argue that watchdog journalism and press vigilance in such a context would not make sense. Should other ways be formulated for African journalist’s ethical ideals to engage realistically with their environment?
Some hard questions bare no answers. Whatever the situation, readers should be confident that stories printed are objective without application of any special interests to certain parties. Journalists with potential conflict of interest in a topic on the other hand should avoid writing about that topic and shouldn’t be assigned to do so by their respective editors or bosses.
The journalists should also not accept any substantive benefits from individuals or organizations they write about. Free lunches, drinks and similar favors should not be sought or routinely accepted. Business gifts should be discouraged, and no gifts may be accepted other than items of small intrinsic value like pens.
All these rules fell on deaf ears of all those journalists who attended the media rave or are planning to attend others. If organizations are itching to sponsor a media event, let them sponsor scholarships and trainings for journalists to engage in responsible journalism.
Media owners and employers are also responsible for this kind of behavior that dents the image of journalism as a profession. The buck lies with them. They need to raise the standards of the profession by offering reasonable remuneration packages for their employees with all other benefits that accrue to other respected professions.
They should also fund journalist beats on various topics and not expect sponsorships for their journalists to cover events in areas that require adequate resources. Media houses make huge profits annually and this should trickle down to the journalist without whom the media house would not exist.
Journalists, media owners and employers together with the various media regulatory bodies have a responsibility to raise the standards of the media profession. Times have changed and the media is more independent. The freedom of speech and expression has matured to degree where journalists can practice professionally. There is always a starting point, let journalists uphold the standards that define them and the rest will follow. As a powerful force in the land, Journalists from Africa have a specific noble duty to get the continent to the next level whether at the business, political or social level.
Concerned Citizen
The hosts, East Africa Breweries Limited and their Smirnoff brand, called the event ‘a success’ as they plan to hold similar events in towns around the country. For a prize of $375, $225, $150 and $75 respectively for best dancers from position one to four, journalists battled in various dancing styles as they sipped Smirnoff and other EABL drinks all night.
The ‘Fourth Estate’ as it is referred to on the basis of being fourth in command after the Executive, the Legislature and the Judiciary, are mandated to be the watchdogs for the public when it comes to scrutinizing issues from the political, business and social divide. They however cut themselves short when they undermine their critical characteristics in engaging in acts that not only portray them as desperate beings but also compromising the whole profession on a wider scale.
What is shocking is that the next day local newspapers in Kenya carried features and news articles of the event showcasing journalists skimpily dressed in various dance moves and at the same time lauding the event organizers as if encouraging them to organize more of such.
The big question then follows; how can journalists for a prize of $375 attend sponsored events and give themselves a pat on the back when they are intentionally compromising their ethical standards?
Imagine if different companies were to follow the trend and hold events every now and then for journalists, what would become of their integrity and impartiality? To make the matters worse they do it for a monetary reward they don’t deserve. Clearly either journalists are underpaid to be lured by $375 award or they are totally ignorant and miss the bigger picture as regards their ethical standards.
With these kinds of trends coupled with the little monetary rewards journalists receive from politicians and business people as an addition to their salaries, one wonders whether media ethical codes and frameworks developed in the Western countries can really be applicable in Africa.
In an era where the media industry has mushroomed all over the world with the same curriculum in training, it is a reality that Western theories cannot be applied to African contexts as it is done in media training programs and textbooks. Journalists in Africa find themselves negotiating inconsistencies and tensions between what they have been taught to do, and what they have to do to cope in their specific circumstances.
There is therefore no difference between receiving a bribe from a source and attending sponsored media events. Reports about journalists accepting bribes are no news. In Cameroon, for example, ‘gombo’ is a form reward for favorable news reporters. This is a serious offence that infringes the integrity of the profession. It is condemned at the training and professional level.
One will argue that Africa gives journalists a different environment to exist. In Zimbabwe for example, Mugabe’s government has clamped down severely on the private media who dare criticize the government. One will therefore argue that watchdog journalism and press vigilance in such a context would not make sense. Should other ways be formulated for African journalist’s ethical ideals to engage realistically with their environment?
Some hard questions bare no answers. Whatever the situation, readers should be confident that stories printed are objective without application of any special interests to certain parties. Journalists with potential conflict of interest in a topic on the other hand should avoid writing about that topic and shouldn’t be assigned to do so by their respective editors or bosses.
The journalists should also not accept any substantive benefits from individuals or organizations they write about. Free lunches, drinks and similar favors should not be sought or routinely accepted. Business gifts should be discouraged, and no gifts may be accepted other than items of small intrinsic value like pens.
All these rules fell on deaf ears of all those journalists who attended the media rave or are planning to attend others. If organizations are itching to sponsor a media event, let them sponsor scholarships and trainings for journalists to engage in responsible journalism.
Media owners and employers are also responsible for this kind of behavior that dents the image of journalism as a profession. The buck lies with them. They need to raise the standards of the profession by offering reasonable remuneration packages for their employees with all other benefits that accrue to other respected professions.
They should also fund journalist beats on various topics and not expect sponsorships for their journalists to cover events in areas that require adequate resources. Media houses make huge profits annually and this should trickle down to the journalist without whom the media house would not exist.
Journalists, media owners and employers together with the various media regulatory bodies have a responsibility to raise the standards of the media profession. Times have changed and the media is more independent. The freedom of speech and expression has matured to degree where journalists can practice professionally. There is always a starting point, let journalists uphold the standards that define them and the rest will follow. As a powerful force in the land, Journalists from Africa have a specific noble duty to get the continent to the next level whether at the business, political or social level.
Concerned Citizen