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| Sunday, 02 March 2003 |
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Features |  |
| News Business Features Editorial
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Winning public confidence by FACTOTUM The welcome address at a seminar on 'The media - how to win public confidence' organised by International Communication Forum (ICF) and International Centre for Ethnic Studies (ICES) certainly boosted the self esteem of the media personnel present when it was recounted how the speaker had stood up against attempts by the powers that be to make inroads into his domain of journalistic freedom and left, rather than let down the fraternity. But this elevation of spirits was soon to be deflated when it was revealed that public confidence in journalists in some countries had sunk to a new low with only 07% of the population reposing confidence in them, one point below even the politician! That set the tone for the participants to examine the causes that have contributed to such a pitiable state of affairs. High on the list was the weakened position of journalists consequent to the collapse of Trade Unions, with managements adopting a hire and fire policy which has endangered the very existence of a vibrant media. It is not after all everyone who has something to fall back on in the event of dismissal by managements imposing their will. If journalism is a business then reducing costs becomes a priority and the journalist becomes the casualty. If Managers have upstaged Editors public confidence in the media is sure to wane. Instances were quoted where editorial space was sold out much to the detriment of the credibility of newspapers. These revelations came from the foreign heavyweights who addressed the limited gathering. Although the comments were based on situations elsewhere a worldwide commitment to new ideals in keeping with globalised trends were called for to regain public confidence in the Fourth Estate. It was in this context that the Sarajevo Commitment made at the World Media Assembly was invoked as a means of striving towards attaining new goals and winning public confidence in the Media. Excerpts from the Sarajevo Commitment give an inkling into the new credo. "Now that we confront a new century, many of us, hoping that we interpret the views and feelings of the vast majority of our colleagues, would like to establish a commitment, an undertaking, a pledge, to all those who will live and love and work in these coming hundred years. We shall inform you to the best of our ability, with clarity and honesty, with independence of mind, of what is truly happening in the world at the level of the individual, the family, the community, the nation and the region. We shall present the facts and explain the facts, and some of us will aim with modesty to interpret them. As we succeed in doing this, we believe that you, the people, will be enabled to make the right decisions, to elect and appoint the best leaders and to build a fair, just and compassionate society. We seek a world in which everyone cares enough and everyone shares enough so that everyone will have enough, a world in which the work and wealth of the world are available to all at the exploitation of none. We shall challenge our politicians to work for the next generation and not the next election...and stimulate our business, industrial and labour leaders to meet the material needs of humankind with fairness and equity. We shall combine freedom with responsibility, talent with humility, privilege with service, comfort with sacrifice and concern with courage. We realise that change in society begins with change in ourselves. We undertake to apply and demonstrate in our own lives the values that we hope for, and often demand, in others. We shall confront hypocrisy, oppression, exploitation and evil, firstly by our own clarity and straightness and then through the means by which we reach our audiences. We are unlikely to be perfect, but we shall aim to be truthful and free of guile, selfish ambition, perverted behaviour and deception. We shall not cease to strive until every gun is silent, every injustice righted and every human being enabled to live a life of satisfaction and purpose......." Moving away from being hostage to investors and governments journalists after much stocktaking and soul searching have committed themselves to integrity and public service. |
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