Whose poll is it – the politicians’, or the peoples’? Ethical implications for the media

Whose poll is it – the politicians’, or the peoples’?Ethical implications for the media Southern Africa Election Reporting Seminar. Sandton, Convened by Media Institute of Southern Africa, Johannesburg, 29 – 31 Oct 03 Guy Berger

On the agenda: • Players • Elections • Ethics • Codes • Policy & strategy

Players • Elections • Ethics • Codes • Policy & strategy

THE ACTORS: • the public POLL • the media • the politicians

Specific players: • media: broadcast-print-web, public-govt-private-community, premier outlets, media stars • public: general public, civil society groups incl NGOs, business, global forces, individuals. • politicians: the parties, the govt, the civil service. • Qtn: who dances with whom in an election?

3 models of poor practice • Politicians  Public = limited • Politicians  Media = futile • Media  Public = misses point • A threesome is better than a couple! Need the triangle of politicians-media-public • But which of the three leads the dance?

Four models of how the relationship works: • Politician-driven • Media-centred • People pushing • Integrated model

1. Politician-driven model 2 MEDIA COVERAGE POLITICIANS 1 PUBLIC + OPINION 3 i.e. politicians set the pace, media passive: ETHICS: what “forum” access is given to different parties?

2. Media-centred model POLITICIANS 2 MEDIA COVERAGE 1 PUBLIC + OPINION 3 i.e. Media is active agent. “Impartiality does not require editorial staff to be unquestioning” ABC ETHICS: Watchdog on process, Balanced platform, Educator & guide

3. Public pushing MEDIA COVERAGE 2 3 PUBLIC + OPINION 1 POLITICIANS i.e. The public is the driving force ETHICS: Parties respond to public, not vice versa

4. Integrated model 2 MEDIA COVERAGE 3  PUBLIC + OPINION 1   POLITICIANS i.e. dynamic interaction ETHICS: Be sensitive to the full triangle

Media & democracy Take 4th estate label seriously: • Recognise role in democratic governance. • Different to other estates, but complimentary and part of the whole. • Media also a check & balance, esp in age of globalisation and international spotlight. • SPECIAL ROLE: make a vibrant public sphere where matters of common significance (esp. Power) are contested in the court of public opinion.

So what is an election? • POLITICAL SUPERMARKET MODEL: • Choose from the offerings of names, faces and rhetoric of politicians. • May get coverage of policy commodities on offer from the salesmen. • Maybe even comparison of the wares. • Perhaps analysis of process of political marketing, and how the parties promote their products. • ROLE: help consumers make informed choice

So what is an election? • ACTIVE CITIZENSHIP MODEL: • Active agents not those in the “beauty contest”, but those judging it. • Focus not on consumer/spectator, but citizen actor. • Image is of an agenda-setting public. • Poll = a time when people can hold politicians accountable for performance to date. • Party promises for tomorrow are contextualised against this background. • ROLE: support & mobilise civil society

Whose poll: politicians or people? • Different views on elections result in different kinds of coverage. • Supermarket view: election news is about staged events and party campaigns; • Citizenship view: publicise public participation and what people see as the popular issues + politician reaction. • In short, is poll painted as being primarily about politicians - or about “the people”?

Process Balancing the benefits of elections: • Supermarket view: short-term is important - who wins, and how legitimately, is indeed a critical issue. It can also poison the longer-term too. • Citizenship view: longer-term view: important to build a public culture of participatory democracy, accountability, political tolerance, and viability of peaceful conflict resolution through voting.

Ethics: not in a vacuum Contexts to take cognisance of: • Media-politician-public dynamics. • Consumers vs citizens issue. • Laws, regulations, codes. • Where you work: • Public or private or community media. • Broadcast vs print vs web. • Timing: run-up to poll, voting day.

Ethics: choices you make • On quantity and quality of coverage. • Make decisions in four-step process: • Conscious (be alert to the ethical issue) • Choices (explore the range of options) • Consult (check it out with colleagues) • Care (think of possible impacts) • Make that judgement call!

Ethics: who’s biased? IFJ: • Media gets blamed for deliberate bias. • Conspiracy accusation – omission and commission. • We deny slanting, but it is true that: • Political pressure exists, • Private newspapers (at least) have leanings. • And we do select, discard, set agendas.

Ethics of beating bias IFJ: • Keep real people’s views as your point of reference. • Set up a review process. • Self-regulate and internal control, eg. use a monitoring group of retired senior journalists. • Value of Editorial Statute on ethics.

Ethics: basic principles to apply Editorial independence is pertinent: IFJ “opposes the use of information media by governments, state authorities or proprietors for their own political … advantage”. (Manifesto for a democratic media culture). General & common journ ethics of relevance: • Accuracy, no personal bias, fact & comment separate, fairness, right-to-reply, no bribery, avoid conflicts of interest, etc. • “Newsvalues and newsjudgements will prevail in reaching decisions…” ABC Editorial Charter

Ethics: specific principles for polls • Not only “news”, but ads and other content too, • Pluralism obligation, • Defamation needs dealing with, • Access and openness to complaint, • What is “reasonable” access and “equitable” treatment? • Tell your audience what your stand is, • How much control when floor given over to parties? • Problem of incumbent bias and when govt=party.

Ethics: specific principles for polls • Problem of incumbent bias and when news about govt plays to advantage of the ruling party. • Special care needed in reporting opinion polls. • Direct from source reports, not second-hand. • Encourage people to speak their minds. • Be pro-people. • Be pro-marginalised, esp women. • Beware inflammatory stuff (eg. “Fight Back, Kill the Boer”). • Watch out for, and publicise, dirt being leaked for political reasons.

Consider a code: Make it specific and empowering: • State your values and policy • Set out practical points • Define your evaluation for compliance • Include review mechanisms and times • Consider brokering it with other stakeholders, so that there are quid pro quo’s.

Policy for ethical election coverage Ethics and values as your foundation: • Free media is a stakeholder in elections, not a disinterested observer. • Free media has an interest in electoral participation and a free and fair poll. • Free media can use an election to enhance its credibility and democratic value.

Ethics policy for poll coverage Accordingly: • Don’t play undercover politics. • Don’t pander to apathy (1/3rd SAfns unregistred) • Play a leadership role. • Do be careful of unintentional bias • Eg. reporting events staged by rich parties. • Do become political experts • Be able to interrogate politicians and public, • Get beyond name-calling or mud-slinging. • Minimise “he said”, “she said” style of journalism.

From policy to strategy Ethical coverage will face interference from: • Governments • Politicians • Party supporters • Police and security • Owners (incl govt owners)

Strategy to implement: How to deal with such interference: • Establish common & transparent principles. • Get them in writing & tell audiences & get allies. • If need be, designate complaints or review mechanisms. • Learn negotiation – managing your boss. • “Staying out of trouble & still getting the story is an important skill” (ZESN)

Strategy checklist (ZESN inspired) Design a list of measurables: • So that you educate your newsroom, • So that you remember the public, incl gender, • So that you can deal with closed access or harassment, • So you use all forms of journalism (news, cartoons, graphs, features, investigative), • So you have a panel to deal with delicate issues, • So you budget, train, plan & stockpile ethical election coverage.

In conclusion: • Players: triangle, integrated • Elections: 4th estate, citizens • Ethics: choices, principles, process • Codes: consider & consult • Policy & strategy: action

Whose poll is it – the politicians’, or the peoples’? Ethical implications for the media