By Blair Jenkins
Stronger and smarter press regulation is only one of a number of levers that will have to be applied if we are to secure better journalism in the digital age. The work of regulation is largely that of eliminating various forms of bad behaviour, whereas the public interest also requires positive initiatives in support of good journalism. Tougher regulation on its own is not enough.
In my view, the most important change needed is the adoption of a new industry-wide code of conduct for all journalists and news organisations in the UK to give much clearer guidance on the higher ethical and editorial standards expected. There are values and principles which ought to be universal and transferable between all bona fide press, broadcast and online news services - including the highly estimable Caledonian Mercury.
Journalists need an inspiring source of guidance on how they should fulfil their important role. The public also need to know what they should be able to expect from the news media. And the increasing numbers of voluntary or “citizen” journalists should have access to a professional code from which they can adopt good practices.
One of the first acts of a new independent press regulator should be to commission the writing of a new code of conduct by and for journalists. This would in part consist of rules and regulations – as all codes do to some extent – but would also express positively the best aspirations and ideals of public service journalism.
It is also obvious that the distinction between printed and digital media is not relevant here. What is important is the purpose of the media outlet, not the platform or platforms on which it operates. Is it seeking to be an accredited news organisation with all the privileges and responsibilities that status confers (including adherence to a clear code of conduct and ethical framework) or is it seeking instead to be an unregulated purveyor of opinion and commentary?
All news producers will have to deepen the relationship with users and audiences. Whether or not Facebook and Twitter continue to be so dominant, people will continue to gravitate towards message board systems inhabited by like-minded individuals so they can find new sources of news and information that are of value to them.
Sharing interesting content is in itself a form of democratic action – collectively highlighting and appraising something, to indicate a shared set of values.
Most online journalism currently available from the major media brands is just a different way to access the same content that is in the linear news broadcast or the printed newspaper. There is not enough adding of value, using the extra capacity and the additional creativity of the internet.
It will also help to improve accountability and democracy if interested charitable foundations and civil society associations find a way to invest in support of honest and high-quality news media. A recent study of not-for-profit funding of journalism in the United States identified almost 700 projects which are wholly or partly supported in this way. It’s a trend we would do well to follow.
The longer term need is for trust to be restored in the profession. Increased public concern should be harnessed to raise the standards of journalism, especially as practised in sections of the UK press. Internet discussion and campaigns via social media could make a big impact for the better: just as crowd-sourcing has proved an invaluable resource for good and responsible reporting, so crowd-shaming could help to deter the other kinds of journalism.
Blair Jenkins is a former head of news and current affairs at both STV and BBC Scotland and chaired the independent Scottish Broadcasting Commission. He has just published his report for the Carnegie UK Trust: Better Journalism in the Digital Age
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