The intentional spread of fake news, masked as news in the public’s interest, has escalated over the years, advancing a hidden agenda or generating advertorial revenues. False statements have become ‘alternative facts’, and the news industry has reached a new low. Consumers can no longer trust the media, and the media should work harder to regain their trust.
The Press Code of Ethics and Conduct for South African Print and Online Media, effective from 30 September 2020, describes how the media is always guided by the public interest and is understood to represent information of legitimate interest or importance to citizens. This statement implies that the content of news reports should be in the broader public’s interest. It includes impartiality, objectivity, balance, unbiased, truthfulness and accuracy, and the truth regarding news reports. It also means that both sides of the story should be provided to allow the news consumer to conclude.
At its core, media ethics is about the responsibility of journalists in news reporting. It necessitates that news reporters think critically and grasp a deeper understanding of ethical principles. They should verify facts and ensure the credibility of their sources, as the integrity of the news report is at stake. A journalist’s primary duty is to seek the truth. Crucially, a news reporter should maintain a professional distance from the story or the news informant.
The media wields a significant influence on public perception. It can shape the way news consumers react, influence individual perspectives and beliefs, or enhance a person’s knowledge. It can also bolster or dismantle an existing belief.
Unveiling the Perils of Disinformation: The KwaSizabantu Mission – A News24 Reportage
KwaSizabantu has been on the receiving end of smear campaigns more than once, which have resulted in media onslaughts. News24 coverage of them is an excellent case to use to expose the perils of disinformation. The most apparent tactic that News24 used to destroy the Mission’s reputation was labelling. In short, the Mission was labelled as a cult.
The founder, Rev Erlo Stegen, was labelled as a cult leader. However, no unquestionable evidence was provided of any of the allegations they published about the Mission and its founder. The media repeatedly repeated the same labels on different media outlets, which is a red flag. The investigative magazine Noseweek suggested that the editor-in-chief of News24 had an agenda in his coverage of the allegations due to the extraordinary news reports on the Mission and the continuous repeat of the stories.
FOR BACKGROUND INFORMATION ABOUT THE CASE, READ DEVOTED, ISSUE 38
Image credits: Pictures provided by KwaSizabantu, Gerda Potgieter
