In recent years, the proliferation of both misinformation and disinformation, otherwise known as ‘fake news’, has led to the erosion of trust in mainstream media. The atomised media landscape is a threat to everything – from democracy to the realisation of a just, equitable society. Professor Tawana Kupe, Vice-Chancellor and Principal of the University of Pretoria, explains why the current crisis diminishes our ability to shed light on dark areas of knowledge – and the agendas behind them.
What can mainstream media do to address the erosion of its credibility, and the trust that the public has in it?
Media is no longer considered a trusted source of information and poorly resourced newsrooms do not have the capacity to pursue good journalism.
The Global Disinformation Index highlights that 41% of South Africans distrust the media, and 70% have problems distinguishing news from ‘fake’ news. In addition, social media largely exists outside the professional norms of fact checking and using evidence to support assertions, arguments and positions taken in relation to social phenomena. Fact checking and peer review are more important than ever because of the reality that false information now flows freely. Content producers, including public broadcasters, media owners and advertisers, need to commit to increasing the professional level of media content across the board. In the absence of this, there will be a strengthening of fake news and flourishing corruption. As we know, this erodes the grounds for doing good business, and ultimately everyone loses.
How is the media held to account in South Africa? What is the role of the regulators and fact-checking institutions like Africa Check?
In 2020, the South African Government made publishing or sharing fake news a criminal offence. This is understandable considering the Covid-19 pandemic, where applying the wrong information could lead to a widescale spread of the disease. Government also centralised information flows so that all media carry the same message on the latest statistics. All forms of journalism and content are guided by the long-standing, voluntary Code of Ethics and Conduct for South African Print and Online Media. The recent independent panel report on Media Ethics and Credibility, commissioned by the South African National Editors’ Forum (SANEF), recommends amending the Code “to require media houses to provide reasonable editorial staff, precisely to ensure that journalists and editors have the necessary verification, fact-and background checking and subediting resources necessary to provide the most accurate information possible to the public. In addition, SANEF would welcome media houses investigating partnerships with fact-checking organisations such as Africa Check.”
How does a free, independent media strengthen democracy, and what type of support is required to secure this?
Without the communication of evidence- based knowledge, society is in danger of not realising the Sustainable Development Goals and creating a democratic, just and equal social order. Media is important because it works to simplify information, scientific jargon and concepts, and make it more accessible to the broader public, including policymakers, who can use it for evidence-based decision-making. Media should play a role in curbing fake news and conspiracy theories, which can be harmful to individuals and society in general.
While threats to global media freedom are real and concerning, their impact on the state of democracy is what makes them truly dangerous. The ability of journalists to report freely on matters of public interest is a crucial indicator of democracy. When media freedom is restricted, it leads to poor decision-making and harmful outcomes for leaders and citizens alike.
How does South Africa fare in terms of media freedom?
The World Press Freedom Index, run by Reporters Without Borders, which ranks media freedom across 180 countries, ranks Norway first and North Korea last. Many African nations find themselves
in the lower ranks of this list. However, Namibia, Ghana and South Africa rank fairly high and ahead of France, Britain and the United States. The report indicates that South Africa maintained its ranking of 32nd in 2020, but has dropped three places since 2018. The decline of media pluralism and diversity – as media either reduces news, current affairs and investigative content for financial reasons, or closes titles – is a threat to media freedom.
What can companies do to support media freedom and quality journalism?
In addition to a commitment to quality media, companies and businesses can support media freedom through the development of media and information literacy programmes for citizens, schools and students in all higher education disciplines to empower people to differentiate fake news from real news, and recognise and value quality journalism in all its forms. In the private sector, we see money taken out of media companies and paid as dividends but not reinvested in the growth of good journalism. Higher education institutions that teach critical media and journalism studies need to develop programmes that can help society to critically engage with content. We must deal with the issue of information as a public good as a national emergency, and the way to do this is by educating people.