Campaign journalism plays key role in society

11 March 2012 - 02:05 By Joe Latakgomo
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Joe Latakgomo
Joe Latakgomo
Image: Sunday Times

TO most newspaper readers, there is little distinction between the different forms of journalism. Therefore, when a reader challenges me on whether campaigning journalism can be objective and whether it is a positive or negative force, it becomes necessary to explore the issue so that it becomes a public dialogue between newspapers and their readers.

Campaign journalism is when a newspaper or journalist takes up an issue and follows it through with a desired objective in mind. It is an instrument that community newspapers, in particular, use very effectively to bring them closer to the communities they serve, and sometimes what some may consider trivial issues may be quite serious in other communities.

Many of our newspapers take up an issue every so often and campaign for its resolution. This could be at its most basic: campaigns on crime, road safety, drug abuse, women and children abuse, climate change, education or any issue that a newspaper might want to take up on behalf of its readers.

For instance, fracking in the Karoo or press freedom are subjects for campaign journalism.

This does not refer to normal reporting on any of these issues - the hard news that might trigger a campaign. It refers to a relentless pursuit of a resolution of an issue or to raise public awareness, rally support for action or lobby for or against a law or action.

But why would newspapers choose to take up such campaigns?

They are causes that people might want to take up, but do not have the resources to do so themselves, and keeping our finger on the pulse of our readers, a response to the social forces that make newspapers an important, even critical, part of our democratic process.

Readers easily get frustrated with newspapers, and while most campaign causes could have a general impact and may even be considered desirable, there are others which would range different parties against each other - and therefore also divide society. And this is the area where readers perceive bias or lack of objectivity, as a reader points out.

But campaign journalism is more than just taking up a cause. It is also service journalism, aimed at looking at the quality of life of readers. Information is valuable and has become even more so in this day of the information revolution. Newspapers are the keepers of such information, and their role is to contribute to a better understanding by citizens of the issues.

Campaigns to improve the lives of our readers are driven by the reality that only people at grassroots can change society, but would not do so spontaneously or even on their own.

The critical point, however, is that even in pursuit of such campaigns, the principles that underpin good journalism must never be compromised. Any campaign has to be based on facts and the truth, and should never be distorted to serve sectarian interests.

This was the backbone of newspapers in years past. Local newspapers would campaign for stopping the building of a road cutting through sacred land, for example. Or the upstream damming of a river which would deprive downstream communities of water. Or a campaign for traffic lights at a dangerous intersection which has racked up many casualties. The fight against illiteracy is one that might even benefit the newspapers themselves in the long term.

From these to broader issues like crime or the demand for a police station based on scientific data, or - perhaps one of the most sustained campaigns in South African media - James Clarke's environmental campaign, CARE, which took up issues like the battle against coal mining in the Kruger National Park and mining titanium at St Lucia.

There is, indeed, no substitute for the on-the-ground journalist with his or her finger on the pulse of the community or citizens he serves.

It is not practically possible for the media to explain every news selection to their readers, but it is possible to broadly outline the selection process.

It is also possible for our newspapers to identify issues that are close to readers' hearts and to take those up on their behalf.

Some readers have even suggested that controversial issues are not taken up because they could impact on big business, which might result in economic sanctions by those businesses - and, in these tough economic times, can newspapers afford it?

I doubt that this is so on major newspapers, but perceptions become the reality for readers, and it is only through the actions of the newspapers themselves that these matters can be dealt with. And nothing beats championing their causes, for this brings readers closer to their newspapers. That, I believe, is the challenge for our newspapers.

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