Media objectivity is an illusion the world over

Jerry Okungu

A media conference in Nairobi on ‘The Media We Want’ came and went. Every speaker thought he had an idea of the kind of media our society wants. Unfortunately, there was hardly anything new that was said. We went round in cycles, just like we have probably done many times in many fora.

As the forum progressed, one could not fail to detect individuals from interest groups taking positions and pitching for their constituencies’ vested interests. The youth, the women, civil society and politicians moaned that the media were biased against them, and were busy giving undue coverage to politics.

Perhaps, any debate on media that ignores the fact that media are commercial entities misses the point. The moment we forget that media owners are businessmen, and that just like any other businessman a media owner has the bottom line to expect, we will never get it right.

Let me tell all concerned something they need to know: Media do not exist as manna from heaven. Media cannot be our Red Cross, World Vision or Doctors Without Borders. They are certainly not Christian missionaries out in strange lands to search for and save lost souls in Africa’s ‘Dark Continent’. They are commercial entities out to make a profit. It is, therefore, wise to expect favourable coverage if what you are doing is likely to further the interest of the media owner and his employees. If that is not the case, then you are in for a long blackout.

Minimise bias

Who says media anywhere can be objective? Where did that lie come from? Take it from me: No media on earth can be objective, be it the Daily Nation, New York Times, New Vision or the Financial Times of London. The reason they cannot be objective is because the word ‘objective’ itself is a misnomer. In the real world, we are as biased about everybody and everything every day of our lives. All we can do is to minimise this bias to acceptable levels.

Media bias starts from the point an individual conceptualises the idea of a media company. He must have a particular desire he would like to satisfy.

One American of Ethiopian origin came up with a statement on the eve of his launching the Third World’s first digital satellite audio broadcast. To Noah Samara, his dream was to "provide information to the underserved world" so that he could improve their standards of living in areas of food production, healthcare and entertainment. By this statement, Samara had already discriminated against the developed world together with Third World middle and upper class that had access to the latest information technology.

By slanting our media goals to particular audiences, we practise media bias that ultimately reflect on our staff charged with the responsibility of producing our news.

Thus, the only honourable thing to do is live with the bitter truth that no media can serve our sectarian interests if we are not the owners. All we can do is to strive to have as many media as we can if we have to advance our sectarian interests.

Yes, let many media bloom. Let the pastoralists, the disabled, the hungry, religious groups and civil society have their media. This way, we shall truly have nurtured media diversity and entered the kingdom of freedom of information.

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