In a digital-first society characterised by an incessant news cycle and the ubiquity of social media, the integrity of journalism faces unprecedented challenges. The South African media landscape, mirroring global trends, must navigate the complexities of a 24/7 news environment, the proliferation of mobile journalism, and the persistent threat of "brown envelopes"—a euphemism for bribery in the journalistic profession. As we consider the relevance of journalism in 2024, it is imperative to ask: Does journalism still hold value, and can journalists effectively fulfil their role within this challenging framework?
The Current News Landscape: Rising Competition and Great Conflict
Society finds itself in a period of pervasive information and rapidly shifting digital landscapes, fact-based journalism is more critical than ever. However, the challenge lies not only in distinguishing fact from fiction amid the overwhelming volume of misinformation but also in navigating the changing dynamics of how news is accessed and consumed.
Social media platforms such as Facebook and X (formerly Twitter) have reduced the visibility of news content on their platforms, shifting away from reliance on links that traditionally drove traffic to publishers. Concurrently, other platforms are gaining prominence, particularly in how people discover, share, and engage with news. Visual and video-centric platforms like TikTok, Instagram, and YouTube are becoming increasingly influential, while WhatsApp plays a significant role in news distribution in many countries.
As these competing technology companies vie for public attention, advertising revenue, and strategic partnerships, they are increasingly prioritizing the growth of content creators, influencers, and various other contributors. These voices are now garnering substantial public attention—often surpassing that of traditional news sources. The strategies employed by these platforms, coupled with shifting public consumption habits, are compounding the challenges faced by traditional news publishers. Journalists are finding it increasingly difficult to persuade the public that the news they produce is credible, vital, and worthy of attention—let alone financial support.
These developments significantly complicate the role of journalists. Beyond the rigorous demands of source verification and factual reporting, journalists now face the reality that their work is in direct competition with a myriad of alternative voices, many of which do not adhere to the same ethical standards or commitment to accuracy. The rising influence of these alternative sources intensifies the struggle to maintain public trust, highlighting the critical need for steadfast journalistic integrity.
The Role of Journalists in Amid Growing Mistrust
Journalism has long been regarded as a pillar of democracy, serving as the watchdog of society, holding those in power accountable, and providing a platform for the underrepresented. In South Africa, where the media has historically played a pivotal role in the nation's political transformation, the responsibility borne by journalists is both significant and burdensome. They are entrusted with the task of delivering fact-based, impartial news that informs the public, fosters education, and stimulates necessary discourse.
However, as it stands, the practice of journalism is becoming increasingly arduous. The relentless pressure to deliver news swiftly, thanks to the 24/7 news cycle, often compromises the depth and accuracy of reporting. The rise of mobile journalism and the democratization of news have given rise to an overwhelming influx of unverified information. In this chaotic environment, journalists must navigate a landscape where ethical sourcing and factual reporting are paramount. In an age of information overload, the necessity for fact-based journalism has never been greater. Journalists must not only rigorously verify their sources but also ensure that their reporting remains free from personal biases. The temptation to sensationalize news for the sake of attracting clicks and views can lead to a distortion of facts, further eroding public trust.
A recent study by the Reuters Institute reveals a global decline in trust in news, with South Africa being no exception. Concerns about misinformation in South Africa have surged to 81% (+6), significantly higher than the global average of 59%. The report highlights that audiences are increasingly sceptical of news perceived to be driven by agendas rather than facts. Specifically, large numbers of people see the media as subject to undue influence, and only a small minority believe most news organisations put what's best for society ahead of their own commercial interest. This growing scepticism underscores the need for journalists to redouble their efforts in source verification, ensuring that their work is not only accurate but also perceived as credible.
Press Freedom, the Imperative of Responsibility and Ethics
Press freedom is indispensable in a democratic society, yet this freedom must be exercised with a profound sense of responsibility. Compared to various global regions, South African media enjoys a considerable degree of freedom; however, this liberty demands a steadfast commitment to ethical conduct. Journalists must be unwavering in their dedication to ethics, ensuring that their reporting is not merely prompt, but reflects the reality of society. Journalists must remain vigilant stewards of truth, diligently sifting through the cacophony of information to present unbiased narratives. The defence of free speech, and the safeguarding of independent media is also vital. Media organizations must continue to stand united against censorship, intimidation, and violence, ensuring that journalism can thrive in all environments.
Without trust, the media's role as a credible source of information is rendered meaningless. This trust is predicated on ethics—both in the manner in which journalists conduct their work and in their interactions with sources, including public relations professionals. Although the relationship between journalists and public relations practitioners is symbiotic, it must be rooted in mutual respect and integrity. Public relations professionals must provide information, cognizant that their personal and organizational reputations are at stake. Journalists, in turn, must ensure that they are not compromised by external influences, including financial inducements or "brown envelopes."
Futureproofing the News Environment
In 2024, journalism in South Africa stands at a critical juncture. The fast-paced, digitally driven news environment presents both opportunities and formidable challenges. While the tools and techniques of modern journalism have evolved, the core principles of the profession must remain unshakable. Journalists must uphold press freedom while adhering to the highest ethical standards. They must resist the lure of financial incentives and remain committed to delivering fact-based reporting, free from personal biases. Above all, journalists must recognise that their role is more crucial than ever in a society that relies on them to distinguish truth from falsehood.
Journalism remains profoundly important, but its value is intrinsically linked to the unwavering integrity of those who practice it. As the custodians of public trust, the media sector must ensure that their work continues to serve as truth in an increasingly complex and fast-paced world.