By Prossy Kawala
Recently I featured on a panel of discussants where we explored new approaches for reporting on development amidst the eroding trust in Media. The major theme at this event, the Uganda Media Week, was “Rebuilding Trust in the Media in times of AI.” Amidst several other submissions, I pointed to the fact that journalists or journalism ought to embrace transparency and accountability in the course of their work if they were to rebuild public trust. This assertion particularly captured the attention of a young journalism student, Elizabeth Justine, who emphasized the critical importance of elaborating on the tenets of transparency and accountability within the field of journalism. Her observations revealed a troubling complacency among some senior journalists regarding their role in fostering an accountable media landscape.
Elizabeth posed compelling queries regarding the observable deficiencies within journalism that necessitate the urgent rebuilding of public trust. She further articulated concerns regarding the diminishing enthusiasm among young journalists towards their career choice. Citing the pressures encountered in newsrooms—particularly for female journalists—she questioned whether these factors contributed to the rising resignation rates in the profession. Conclusively, she provocatively asked, “Aren’t there any higher authorities that can hold editors accountable for their actions?” Attendees observed that Elizabeth’s pursuit of answers remained largely unfulfilled, as time constraints and a decision by the session moderator mandated that her concerns be addressed subsequently by more seasoned journalists. This raises pressing concerns regarding transparency: we are yet to ascertain how, or if, these crucial issues were ultimately addressed.
Although I may not possess definitive answers to all of Elizabeth’s inquiries, I aim to elucidate the significance of transparency and accountability in journalism, while also delineating the critical role Media and Information Literacy (MIL) plays in the restoration of public trust and effective reporting on development issues. When journalists abdicate their commitments to transparency and accountability, they unwittingly perpetuate the very conditions conducive to widespread mistrust. As highlighted by Elizabeth, a notable segment of seasoned journalists appears to be in denial regarding their responsibility in promoting accountability, a failure that not only undermines the integrity of the profession but also alienates the media from the public it serves.
Consequently, the prevailing sentiment in Uganda reflects a stark decline in public trust attributable to the rampant circulation of misinformation and sensationalistic reporting. Many Ugandans perceive a tendency among journalists to prioritize sensational narratives over rigorous factual reporting, thus compromising the delineation between media narratives and political and social realities. This erosion of trust has grave implications, including the marginalization of diverse perspectives and the propagation of a misinformed citizenry.
Transparency in journalism entails engaging in practices that foster openness and honesty, thereby enabling audiences to comprehend the processes underpinning news production and the sources informing journalistic content. This includes revealing potential conflicts of interest and promptly addressing errors when they occur. Accountability is intrinsically linked to transparency, demanding that journalists and media organizations assume responsibility for their reporting, ensuring it consistently serves the public interest. Indeed, the scrutiny traditionally associated with the 5Ws + H framework (what, why, where, who, when, and how) has turned inward, directing public inquiry towards journalism itself.
Audiences are increasingly questioning the motives behind journalistic narratives—such as the choices made regarding the angles pursued, the origin of reported facts, the interests served, and the credibility of the journalist as an advocate for the marginalized.
The demystification of news production processes through increased transparency is integral to reclaiming public trust. By elucidating how sources are selected and information is verified, media organizations can cultivate audience appreciation for the rigor inherent in journalism. Such transparency fosters respect and can potentially rejuvenate trust.
Moreover, acknowledging mistakes transparently is paramount. All journalists, irrespective of their experience, make errors; however, the manner in which these inaccuracies are addressed can either bolster or diminish public trust. When journalists recognize and rectify errors, they prioritize truth over reputation, affirming the notion that journalism is a human endeavor subject to fallibility. Paradoxically, some editors view the retraction of a non-factual story as a personal affront to their editorial judgment, often responding defensively instead of constructively. Fortunately, there are positive developments in media accountability; organizations such as the Monitor, part of the Nation Media Group, have made significant strides by designating public editors to foster dialogue with their media consumers and the broader audience. This engagement exemplifies one of the most effective mechanisms for promoting accountability in journalism. By soliciting feedback from their readership, media outlets cultivate a sense of partnership that transforms the dynamic between journalists and audiences, fostering mutual respect and understanding.
It is imperative to acknowledge that the public also plays a crucial role in holding journalism accountable to established ethical standards. Achieving this requires that the public is equipped with the necessary skills to critically assess news content, identifying misleading information, including disinformation, misinformation, and mal-information. Media and Information Literacy equips citizens with the diagnostic and fact-checking skills essential for discerning credible media content.
The Critical Role of Media and Information Literacy in Rebuilding Public Trust in Media
The integration of Media and Information Literacy is indispensable for the restoration of public trust in journalism. MIL empowers citizens to critically analyze media messages, identify reliable sources, and engage thoughtfully with content. Successful models from other African nations demonstrate the efficacy of MIL initiatives. For instance, the Media Council of Kenya has implemented programs aimed at educating citizens on discerning misinformation and understanding the media’s role in fostering democracy. Similarly, South Africa has experienced success with community workshops designed to enhance critical media consumption skills. These initiatives underscore the premise that a well-informed public is more likely to demand accountability from journalists and interact with media responsibly. In Uganda, organizations advocating for Media and Information Literacy, such as the Coalition for Grassroots Media and Information Literacy (COGMIL), facilitate grassroots initiatives aimed at enhancing public engagement with media content. Hosted by the Center for Media Literacy and Community Development (CEMCOD), COGMIL presents a promising opportunity for collaborative actions that further the media and information literacy agenda.
To effectively support MIL, the government can adopt multiple strategies, including integrating MIL into school curricula to instill analytical skills from a young age, facilitating training for government officials and educators to navigate information effectively, and implementing open data policies that enable journalists and the public to access accurate developmental information.
Beyond Transparency and Accountability: Additional Approaches to Regaining Public Trust in Journalism
The panel discussion revealed various insights and recommendations for improving reporting on development beyond transparency and accountability. I concur that solution-oriented journalism and human-centered storytelling are pivotal. Transforming journalism’s focus from merely identifying problems to highlighting solutions-oriented narratives can significantly contribute to rebuilding public trust. Media organizations should not only report on challenges but also illuminate innovative solutions to developmental issues. For example, showcasing successful educational initiatives, public health campaigns, or sustainable agricultural projects can provide insights into effective approaches to pressing community challenges.
Investigative journalists can also pivot towards positivity by examining development solutions that have yielded tangible results. This could involve assessing the effectiveness of NGOs, public-private collaborations, or governmental programs. Instead of solely documenting crises, journalism could emphasize actionable insights and provide a blueprint for replication by other communities, governments, or organizations.
Adopting a human-centered approach in journalism is vital for cultivating public trust. Shifting away from dry statistics and top-down narratives to storytelling that highlights personal experiences and local perspectives renders journalistic reporting more relatable. For instance, detailing the experiences of a community benefiting from a clean water project can significantly enhance engagement and empathy.
While this discourse may not exhaust the complexities associated with transparency and accountability in media, I hope it offers Elizabeth, and others, insights into the critical discourse surrounding these issues. Rebuilding public trust in media is a formidable yet necessary pursuit that necessitates resiliency and innovation. The path forward is paved with challenges, but the virtues of transparency, accountability, and Media and Information Literacy prevail as essential tenets in fostering a renewed relationship between journalism and the public—a relationship defined by trust and respect. As we navigate an increasingly complex media landscape, it becomes imperative to adhere steadfastly to the ethical principles that underpin journalism. The journey towards rebuilding trust in media is monumentally significant, and the stakes are high. Journalists, media owners, media managers, media consumers and the regulating authorities must confront their denial, embrace collective responsibilities, and champion the advancement of a more transparent and accountable media landscape. The future of journalism and public trust is contingent upon this commitment.
The writer is a Media Literacy Expert and Director at the Centre for Media Literacy and Community Development (CEMCOD).
