Media Freedom Day
National Media Freedom Day, celebrated on 19 October, is an important day in our national calendar. It encourages us to remember the many brave South Africans who risked constant harassment, imprisonment and more to report honestly and fearlessly on the reality of apartheid South Africa.
It also allows us to examine the principles for which they fought, and which we have enshrined in our constitution, including the principles of freedom of expression, freedom of association and freedom of the press.
It provides an opportunity to reflect on the progress we have made in advancing those principles, and the challenges we face in defending the gains we have made. It also creates a space in which we can further debate how we understand these principles, and what they mean in practice for our media, our communities, and our national life.
It is true that South Africa is today another country, to mangle a phrase from Allister Sparks. If we had not been there, it would be difficult to imagine the repression and fear that once permeated our society; to imagine that newspapers could be closed down and journalists silenced for merely reporting on what they saw happening in the country.
It would be difficult to imagine a time when criticising government could earn a person a stint in jail. We can indeed be proud that we have moved away from this aspect of our past; that our media rights landscape has so fundamentally changed.
In preparation for the ANC's national conference in Polokwane last year, the structures of the ANC discussed several of these challenges. Guiding this discussion is the objective of a media environment in which all South Africans, regardless of race, gender or class, would have their views, interests and concerns adequately represented across all forms of media.
We strive towards a media environment in which all South Africans, in one way or another, are able to use media to express themselves free of undue constraint. The right of expression has little meaning if the means do not exist for the free expression of views. If control of the media - and access to the media - is concentrated in the hands of a few, then the capacity for the masses to receive and impart information is severely curtailed.
That is why the issue of media freedom cannot be pursued in isolation of media diversity. Media diversity is an integral and necessary component of a progressive understanding of media freedom.
Positing media freedom only in constitutional and legal terms is inadequate. We need to examine other more fundamental expressions of media freedom. One of these is the issue of ownership. There can be no full realisation of media freedom in a situation of growing conglomeration of ownership and homogenisation of content.
One consequence of such conglomeration is that newsrooms are being cut down; research capacity is being decimated; and lifting from the wires as distinct from real investigative work is becoming the norm. There can be no real media freedom without diversity in ownership of the media. Especially for the poor, media freedom should be understood to include their participation not merely as consumers, but also as producers of news and analysis. There can be no real media freedom if commercial imperatives start to impact directly and on a day-to-day basis on content. Where the bottom-line dictates content in this pervasive manner and editors are held on a leash, the consequence is that advertisers and marketers determine news and analysis, and stories are sometimes spiked at their behest. There can be no real media freedom under conditions of unique manifestations of censorship: self-censorship and what I would refer to as "peer censorship". Self-censorship in the sense that media sometimes tends to defer to powerful interest groups, to the extent of avoiding to examine complex issues in their contradictory manifestations. By "peer censorship" one refers to the tendency among journalists themselves to seek to dictate to others how they should cover issues. As we said in our discussions before Polokwane:
".we should not assume that the goal of media freedom has been achieved simply because the South African media is not subject to any censorship or state interference.
"The freedom of the South African media is today undermined not by the state, but by various tendencies that arise from the commercial imperatives that drive the media.
"The concentration of ownership, particularly in the print sector, has a particularly restrictive effect on the freedom of the media. The process of consolidation and the drive to cut costs through, among other things, rationalisation of newsgathering operations, leads to homogenisation of content.
"This is not a particularly South African phenomenon. Around the world, consolidation of media groups - and the drive to maximise profit - has led to a global homogenisation of news. In addition, it doesn't make much commercial sense for a newspaper to have international correspondents stationed around the world when it is far cheaper to use international wire services. There have even been instances when South African newspapers have published stories about South Africa taken from international news agencies."
While we have a significant public broadcaster, with a large reach, and a growing community media sector, the reality is that much of our media is operated on a commercial basis. Even in broadcasting, where once the SABC had a virtual monopoly, the commercial broadcasting sector is growing significantly, thanks to a new regulatory framework, the advance of technology, and the growth of the South African middle class.
This is not necessarily a bad thing. There was certainly a need for greater diversity in the broadcast sector, particularly as new technologies have helped reduce barriers to entry. But it does mean that the commercial imperative is the central driving force behind the growth and development of South African media.
The business of business is business. And the business of the media business is business. A newspaper that doesn't make money is shut down, or its editor fired.
There are indeed instances where the supposedly-sacred separation between management and the newsroom is breached; where commercial considerations influence editorial content. For the most part, these considerations need to take account of a media market in which there is fierce competition for a slice of the upper income market, where the most advertising revenue is to be found.
There are obviously products that aim for the lower end of the income market, where there is a small but growing interest among advertisers.
We said in our Polokwane discussions that:
"Given that this end of the market - [the upper income end] - represents very particular class interests (and is predominantly white) it stands to reason that media institutions will tend to reflect the preoccupations, values and world view of this small group of society.
"Even where management may adopt a hands-off approach to editorial matters, they would certainly step in to prevent their title from adopting an editorial stance that may antagonise their target market or alienate advertisers. Dedicated professionals that they may be, most editors still need to keep an eye on the bottom line.
"The drive to cut costs also diminishes the research capacity, infrastructure and time available to journalists, leading to a herd mentality within large sections of the media. Complex social dynamics and events that lend themselves to a multitude of interpretations are reduced to homogenous sound bites."
This does not negate the fact that there are many daily examples of fine journalism in South Africa. There are many editors and journalists - and indeed owners and managers - who are dedicated to their task, and determined that their readers, listeners or viewers should experience reporting that is scrupulously accurate, balanced and relevant.
They are prepared to take on vested interests, speak truth to power, and exercise to the fullest their right to freedom of expression. But their efforts take place in an environment in which the profit motive skews the media environment in a particular direction. In short, it is the voice of the wealthy that is heard loudest; the voice of the poor hardly at all.
Given this reality, the public broadcaster has a particularly significant role to play, giving a voice to those who are not heard through other media, and serving as a platform for empowerment and development.
We have noted that the SABC has effectively transformed from an apartheid government mouthpiece to a public broadcaster managing, to a greater or less extent, to educate, inform, entertain and contribute to the development of the South African people.
Yet this transition has raised a number of challenges. One relates to the issue of funding. While it is not a commercial venture, some of its stations have an explicit function to generate revenue through advertising. The public funding available to the SABC, including from licence fees, is not sufficient on its own to enable it to operate such a diverse and extensive range of broadcasting services. But the need to generate advertising revenue constrains its ability to perform its public service role.
This is why the ANC took a resolution at Polokwane to substantially and urgently increase state funding to the public broadcaster. It set an ambitious target, that state funding should constitute at least 60% of the SABC's income by 2010. Another challenge we identified in our discussions was to ensure that in its editorial approach the SABC avoids both the perception and the reality that it is an uncritical mouthpiece for the government of the day.
It remains vitally important that the SABC can be relied upon as a credible source of accurate and balanced news, information and analysis, representing in its coverage the diversity of South African society. While non-partisan in its approach, the SABC nevertheless has a responsibility to uphold and promote the values enshrined in the Constitution. The public broadcaster should be explicit in its commitment to nation building, reconciliation, forging an inclusive national identity, and the reconstruction and development of society."
We therefore share the concerns that others have expressed about the current instability and conflict at the SABC.
However, it is significant that community radio listenership has increased significantly in the last five years, while commercial radio listenership has declined. This is particular impressive given that the community radio sector is barely a decade old.
Since community radio is more likely than its mainstream counterparts to give voice to a broader, more diverse and currently under-represented range of South Africans, then it is vital that this sector continues to grow.
Among the issues that will need to be considered at a policy level is whether provision needs to be made for the licensing of more community radio stations so that those sections of society that remain under-represented in the media, the poor and working class in particular, have access to the means to exercise their right to free expression.
Community radio faces a number of significant challenges, including a lack of resources, unreliable revenue streams, and lack of media skills and technical expertise. Those community stations that have managed to have an impact have done so largely because of the tenacity and determination of their staff, the support of the community and the material assistance provided by donors, government and agencies.
The utility of media freedom should be its contribution in shaping the evolution of nations, in defining the trajectory of their development. When we talk about the media, we are not referring to a hapless institution, always victim, and waiting to be abused by others. Media wields enormous social power.
The national interest consists mainly in ensuring the preservation and success of a nation-state; in promoting its founding consensus as reflected in our country's Constitution; in recognising and promoting basic principles which make us as a nation.
It is in this context that even the issue of public interest should be treated. Of course public interest entails such issues as the public's right to know, speaking truth to power, exposing malfeasance. In a truly democratic society, this should not be in contradiction to the national interest.
Even public interest should be informed by the question: how does its exercise raise democracy to new heights; how does it contribute to the quest to improve people's quality of life! Failure to do this can result in lost bearings. Sensation is then pursued for its own sake and the balance among education, information and entertainment is missed.
Experience has shown that attempts on the part of established newspapers to compete with tabloids in the tabloids' own terrain is a recipe for disaster. There is no way they can outdo the tabloids without losing their own identity altogether.
The challenges facing South African media today, the media freedom, like any other freedom, can be enjoyed for its own sake. But media faces the danger of consigning itself to social irrelevance if it ignores the national mission as contained in our Constitution. Thus its value will be defined more as a popular source of amusement - the opium that dulls the senses -and an institution that connives in the destruction of the very values that make its existence in freedom possible.
The media cannot demand respect if it fails to assume its responsibility as a public utility in the popular search for a better life. It should critique public policies and their implementation, but do so in a manner that adds value to the national endeavour.
Media must dig a little deeper, search more intensely and it will find that in the serious pursuits of the nation there is education, information, entertainment and even amusement galore: interesting things that sell newspapers and draw audiences, but things that add value to a society endeavouring to better itself. |