MAI on the organizational levelPart 1 - Theory

Session 7

Photo: imago/ecomedia/robert fishman

Session 7 – MAI on the organizational level 2July 2013

Introduction

In the following two courses we discuss media accountability on the level of the news organizations.

In course A we sketch MA on the organizational level in theory. The two main questions in this course are: 1. What are typical news organizations’ instruments of media accountability

(MAI)?2. What’s the use of media accountability for news organizations?

In course B we illustrate MAI on the organizational level in practice. The two main questions in this course are: 1. How do journalists perceive MAI on the level of news organizations?2. What are good examples of news organization MAI in practice?

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Question 1:

What is Media Accountability on the level of media organizations?

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What is Media Accountability on the level of media organizations?

Media accountability means “any informal institution, both offline and online, performed by both media professionals and media users, which intends to monitor, comment on and criticize journalism and seeks to expose and debate problems of journalism.” (Fengler et al. 2011: 20)

Related to news organizations we could define media accountability as “any instrument, both offline and online, performed by both media professionals and media users, which intends to monitor, comment on and criticize the editorial content of one specific newsroom and the behavior of its journalistic employees, in order to expose and debate problems of that newsroom”.

As we will explain later on, the goal of media accountability may as well be formulated positively: “…in order to expose and debate problems of that newsroom, and to improve the relation between the newsroom and its news users.”

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News organizations are accountable to four categories of stakeholders and criteria:

1. Accountability to the state- law- annual report (PSB broadcasters)- ethnic minorities policy

2. Accountability to the market- owners- advertisers- customers

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3. Professional accountability- quality standards- ethics guidelines- newsroom rules

4. Public accountability- dealing with complaints- correction boxes- editorial blogs- ombudsmen

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What is media accountability on the level of media organizations?

As mentioned in other sessions, media accountability has many manifestations. In this session we will concentrate on three categories that are meaningful for the news organization:

• Internal criticism• Transparency of sources, processes and actors• Critical audience interaction

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Instruments for internal criticism

• Newsroom debates• Personal communication between

managers and journalists• Ombudsmen and in-house critics

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Instruments for transparency

• Sender transparency: who is behind the news? ownership informationeditorial statuteeditorial codeevery journalist his own bio-page

• Product transparency: what’s the value of specific journalistic products and statements?

sidebar about editorial decisionsbackground information and documents published onlinelinks to original sources and documents

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• Process transparency: what goes on behind the scene? blogs

tweetsFacebookcorrection boxcolumn/letter chief editorannual report

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Ethics Codes

• Newsroom codes or guidelines• Press Council codes• Codes of national union of journalists• Codes of international federation of journalists

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Ombudsman

• Ombudsman, readers’ representative, public editor

• Why appoint an ombudsman?• Task, competence• Key question: independence

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Instruments for critical audience interaction

• social media• audience participation in newsroom production• letters to the editor• user comments online• correction button• media watchblogs (citizens)• ombudsman

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Question 2:

What is the use of Media Accountability on the level of media organizations?

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What the use of Media Accountability on the level of media organizations?

Media accountability can be seen as a phenomenon that improves journalism as well as newsroom performance by means of transparency and audience interaction. This ‘improvement’ can be defined both normatively and economically.

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Normative: Media accountability is a form of professional legitimization

News organizations no longer have a monopoly on news as other stakeholders (like companies, politicians and public institutions) started to communicate directly with the public.

News organizations are redefining their role in society, for instance by focussing more on analyzing the news and providing background information.

By being transparent about motivations and goals and probing the audiences needs, news organization get more grip on their own professional legitimacy.

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Normative: media accountability is a prerequisite for the professional privilege

Journalists and newsrooms operate in relative freedom, as their actions are protected by press freedom.

Many authors frame this as an accountable freedom: along with the journalistic privilege comes the duty to be accountable.

Jurisdiction considers whether specific actions had a journalistic intention serving the public interest. Having clear cut professional intentions, newsrooms can defend themselves juridically.

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Normative: ethical discourse is a responsibility in its own right

Journalism provides a platform function in society, and ethical discussion about journalistic performance in general is part of that platform function.

This ethical discussion may be between newsroom and audience as well as between members of the audience.

“The aim of ethics is, in a word, accountability”(Glasser & Ettema 2008)

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Why it pays to invest in Media Accountability?

Media accountability, transparency and responsiveness can have a positive impact on the (economic) performance, the public image and the political independence of the media company.

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Why it pays to invest in Media Accountability?

Media accountability as a USP • Media accountability instruments are a unique selling proposition in the

increasing media competition. In a saturated market, where the target audience’s time and attention is a limited resource, innovative and effective media accountability instruments arouse attention and sharpen the profile of a media company.

 Media accountability as a flagship of quality journalism • Media accountability instruments are a distinctive feature between

professional journalism and non-journalistic products like blogs or corporate publishing.

 Media accountability as a tool for audience loyalty • Media accountability instruments can be effective measures to increase

and regain public trust. Interacting with the stakeholders and aiming at drawing a more direct relationship to the company’s target group can in the long run increase audience loyalty.

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Reading assignment on news organization Media Accountability in theory

Allen, D. S. 2008. “The Trouble with Transparency. The Challenge of Doing Journalism Ethics in a Surveillance Society.” Journalism Studies, 9: 323-340.García-Avilés, J.-A., J.-L. González-Esteban, A. Kaltenbrunner, M. Karmasin. 2011. “Self-regulation and the new challenges in journalism: Comparative study across European countries”. Revista Latina de communication social, 66: 2011. http://www.revistalatinacs.org/11/art/940_Elche/19_EstebanEN.html Groenhart, H. and J. Bardoel. 2012. “Conceiving the Transparency of Journalism: Moving towards a New Media Accountability Currency.” Studies in Communication Sciences, 12(1): 6-11.Meier, K. 2009. “Transparency in Journalism. Credibility and Trustworthiness in the Digital Future.” Paper presented at The Future of Journalism. London.Organisation for Security and Cooperation in Europe. 2008. The Media Self-Regulation Guidebook. http://www.osce.org/fom/31497Singer, J. B. 2006. “The Socially Responsible Existentialist.” Journalism Studies, 7(1): 2-18.