CIRCULATION, TRP, HITS & CLICKS MATTER, ETHICS IS IN OBLIVION

by Prof. Debanjan Banerjee

Dean, Department of Media Science

Techno India Salt Lake

Our Republic and its press will rise or fall together or publicity, publicity, publicity is the greatest moral factor and force in our public life. Quoting the incessant proverbs of Joseph Pulitzer, the famous American newspaper publisher to justify the importance of media vis-à-vis the fourth estate in today’s global village. No doubt the world is revolving in its axis. From politics to business, sports to entertainment or science to environment the influence of media is breathtaking - love or hate but you cannot ignore.

The so called responsible, glamorous and spectacular keyword “Media” has become the buzzword of the century. Trillion dollars are invested, and billions are coming as ROI – return on investment out of this. Leading businessmen and houses of the world are investing money (India is not an exception) in this profession and extracting profit. Definitely the business is generating revenue leads to more employability and many positive vibes of the overall growth of the economy. But every light has got a proportionate shadow, and sometimes it often becomes too detrimental when the light is large, important, influential and decisive.

The fourth estate, the savior, the watchdog of the society is nowadays often being accused of doing malpractices just for the sake of money. The stigma has been labeled that the men behind this noble industry is only making money and satisfying the power corridor of their respective choice. No more ethics – only Circulation, Page Views and TRP (Television Rating Point) matter.

Being a pillar of society and the savior of democracy media should have some responsibility. American society of Newspaper editors prescribed some canons of journalism (for media industry) pertaining to this.

1. Media should be responsible;
2. Freedom of the press is to be guarded;
3. Independence and prioritizing public interest more; 
4. Media should be truthful, sincere and accurate while transmitting information; 
5. Impartiality be the only criterion; 
6. Fair Play is the key word and 
7. Decency should be maintained.

Ethical aspects of Media:

Ethics implies the norms which media must uphold and cherish in order to keep the integrity and sanctity of the profession intact. According to Webster’s New World Dictionary “ethics” is a system or code of morals, of a particular person, religion, group, profession etc. In the modern era, when the “business” angle is gaining priority in the media profession; it requires quite an effort on the part of a scribe to function in accordance with the ethical norms of the profession and corporate social responsibility is one of such morals.

Several codes have been formulated from time to time, to guide the profession and its owners and professionals. Press, being the conscience – keeper of the public, must be protected, and the codes are an exercise in this direction. In recent times, when several forces are up in arms for curbing the press freedom and are trying to malign the press, the codes have gained an added significance. In this spirit many codes were framed and all of them dealt about responsibility of the profession towards society. And being a profession the basic corporate responsibility of protection of consumers and the society as a whole.

In 1968, the All India Newspaper Editors’ Conference (AINEC) formulated a code of ethics. Other codes such as the Parliamentary Code (1976) and the International Code (1991) were also proposed to give direction to the press. And all of these dealt with the protection of its consumers so as the society and also reminded the ethical obligation of corporate social responsibility.

The above canons are no doubt omnipresent in the rule books but in reality it has been observed by the common mass (read media consumers) and the researchers of the piece over the decades that the following doctrines are habitually devastated by the owners of the media houses in the so called developed democracy, and India is not an exception. No SR no CSR - only Circulation, TRP, Hits and Clicks lead to Profit proved to be the sole and exclusive mission.

The political pressure, the unholy nexus between political parties and media owners, pressure from advertisers and big business houses are completely tarnishing the media content, and on the other they convert it in most of the cases into a biased, false, inaccurate, manipulative and indecent stuff- an utter juxtaposition of the canons, and a sheer example of crucifixion of consumers.

Ethics – Contemporary Scenario and Compulsion

Indian press has in their favor a hidden strength for historical reasons. They contributed immensely to the reawakening of the nation in the 19 th century. Media played a pivotal role for the struggle of independence. The role of media was really noble. It is this glorious history that vests Indian newspapers with legitimacy not found to the same extent in other institutions of society.

The nation press, as a result, has rarely been a target of public criticism quite unlike in most other democratic countries. Apart from this, in a society with a long history of illiteracy, people have blind faith in media. If anything is published (nowadays broadcasted or uploaded) in media cannot be objected or denied by anybody whatsoever. The blue eyed boy who cannot be questioned under any circumstances. Truly media on those days were pure, intention was sacred and dissemination of information was accurate and unbiased. The fourth estate was ethical a savior of society. But nowadays the scenario has changed completely nevertheless an utter juxtaposition. The protector is playing sometimes the role of a destroyer – the PEN has become a sharp sword made to crack the consumer. The one and only mission is Circulation, TRP and Page Views and the vision is PROFIT by hook or by crook. Many things are responsible for such an unfair trade practices.

• Big Business: Contemporary newspapers, magazines, channels, news portals are big businesses, typical of many industries in their mergers, consolidations and potential for monopoly. The whole aspect of ownership and control of media, therefore, needs to be carefully looked at before one can examine the question of ethics in today’s journalism, who holds control over finance, editorial policy, information sources, hiring and firing of personnel? Are the newspapers and news channels are presenting the facts in a balanced manner or are there a certain editorial viewpoint which interprets these facts before they are printed or telecasted? All newspapers, channels and news portals, even the smallest of them, are shaped by answers to these and similar questions. Few houses definitely try to protect the larger interest of the media consumers and society but many want to milk the medium for profits and forget their basic obligations to society. There are numerous instances of owners and editors who abused their position to gain political clout or fatten their fortune.
• Accountability: A free an independent media is a custodian of public interest. Almost a century before Joseph Pulitzer thought the press would never tolerate injustice or corruption. Never be a part to a party, always oppose the privileged classes and public plunderers, never lack sympathy with the poor always remain devoted to the public welfare, never be satisfied with merely printing or broadcasting news always be drastically independent never be afraid to attack.
• Vested Interest: The press has vested interest in chaos. To attract the maximum audience, it emphasizes the exceptional rather than the representative, the sensational rather the significance. It pins its faith on the Northcliffe formula that power, position, money and sex make news. And notwithstanding the fact Indian press also follow the same doctrine and cover in detail the private lives of the Bollywood celebrities and the umpteenth marriages of the daughters of leading politicians. The important relevant issues of the society and development stories of the country are impudently ignored. Christopher Thomas of the Times points out that this penchant for sensationalism is just one of the rudimentary principles of journalism per se. He laments “Journalism involves rummaging around in other people’s closets so smell their duty socks. The stronger the smell the better the story.”
• Negative Aspects: It is the negative aspects of politics that dominate the headlines: factionalism, splits, backbiting, floor – crossing, misuse of influence and so on. All of these, no doubt, merit coverage; people take legitimate interest in the behavior of their elected representatives. But if disciplined behavior or good constituency work attracts less notice, the impact of the press on politics may well prove to be disruptive. G. K. Chesterton put of delightfully: “Journalism largely consists in saying Lord Jones is dead to people who never  knew that Lord Jones was alive.”
• Competitive Business: It is Edwin Newsman, a professional journalist, once confessed: News is a business, a competitive business. People go into it to make a living. News organizations exist to make profits. The element of competition has much to do with we do and it is vital.
• Background: With immense competition in the corporate sector following the opening up of the economy, there are now fierce attempt by business interests to purchase either individual journalists or newspaper owners. Today, the press has become a battle ground for political and corporate warfare. It serves as a kind of leverage for vested interests through selective use of information to embarrass political and business rivals. In the process, the media often forsakes its traditional role as a watch dog and tends to become a lap dog of the power – monger politicians. It also raises thorny questions on the difference between reporting and exploiting the news.
• Spin – doctors: With the rise of a species called spin – doctors, who manipulate media on behalf of political bosses and business houses, the Press has settled down to the comfort of being a part of the establishment elite. An inevitable fall out of this growing disillusionment is that the image of the Press as the guardian of society is being fast replaced by that of an opportunists’ time – server, out to make a quick buck in troubled times.
• Double Standards: There is a plenty of evidence to suggest that media owners compel their employees in many occasions to go for double standard reporting. They would preach about the need to uproot superstitious beliefs and give a lip – service to promote scientific temper. But in practice, they would give an elaborate coverage or allot long slots for astrological predictions.

Media and its responsibilities

The press is undoubtedly an industry, a business, but with a difference. What is published, telecasted or uploaded, matter the minds of readers, viewers and surfers. Media (both the owners and practitioners) therefore, have some social obligations. It must act with a profound sense of responsibility towards the society. The practitioner (read journalist) and the owners of the show have to serve the consumers with fair, positive, relevant and timely information in a palatable, digestive and entertaining format. Needs to cater the weaker sections of the society and try to involve them in the nation’s process of development. The cardinal principles categorized the responsibilities under three major

heads: Social, Professional and Legal.

• Social - The social responsibility of media is of paramount importance. It is unquestionably recognized that “journalism” is the mirror of society”. The journalist acts as a spokesman of mankind. He / She must therefore provide a truthful, comprehensive, unbiased, and intelligent account of the events in a context that gives meaning. Facts and opinions must be clearly differentiated by that effective colander namely “objectivity”. The press must serve as a forum for the exchange of comment and criticism. The media practitioner should act as an effective medium for the two-way communication between readers and different organizations of the society. 
• Legal – Publication of baseless, graceless and manipulative material should be avoided at all costs in order to safeguard the practitioner himself and his organization from the legal entanglement. Libel, Slander, Contempt of Court, Copyright, Blasphemy, and Sedition etc. are always a “live wire” on which a sensible media man dreads to tread. The professional and its owner must be well aware of the various laws relating to the press; and must always act within the limits of the law and should not infringe them.
• Professional – Apart from the mentioned obligations, the media professional have some professional obligations to abide by. Disseminating information in all circumstances, sometimes normal and sometimes otherwise. The information provided helps the media consumers to make up their minds on vital issues; this also have a role in shaping their attitudes. In unusual times, a journalist and his respective owner (as in many a case in the democratic set up and libertarian concept where owner’s will is decisive not the ethics or canon) have to think fast and they must not lose their composure and sense of objectivity.

In modern times, news is competitive business. In most of the time this profit making exercise leads to hasty, biased, ambiguous and sensational reporting. A true media professional must avoid such misdemeanor and keep his integrity intact. He / she must never jump to premature, hasty and incorrect conclusions. The so called popular “opinion polls” much in vogue these days, are certainly an exercise in premature judgment and they do interfere in the electoral process.

On contentious and sensitive issues, the professional responsibility of a good scribe is to pursue the event and report comprehensively but judiciously. “Follow up” is a very desirable attribute of a good media professional, and this should be put to use as often as possible. 

Truly the mentioned ethics are there in books but rarely practice and performed in reality. The owner is the King, the power corridor the Emperor and the paid media professional, the so called glamorous journalist is nothing but a pawn in this intricate chess board. Whatever the Emperor, King believe, think, introspect is reflected in the content. 

The political pressure, the nexus between political parties and media owners, pressure from advertisers and big business houses are completely jeopardizing the media content, and on the other they convert it in most of the cases into a predisposed, counterfeit, erroneous, scheming and licentious stuff- an utter juxtaposition of the canons. Profit has become the only mantra, and even sometimes the news are purchased and sold – unfortunately the fourth estate is turning into paid estate.

Image Courtesy: Flickr