Chapter 2 - Agents of Power

1. Which media function do you think is most important and why?

Of the three media functions, inform, educate and entertain, I believe that the media’s ability to educate and inform that is the most important. The text argues that both of these media functions overlap each other, and I argue that whilst the media’s ability to inform communities is significant, there ability to do so whilst educating the public is more significant. The combined effects of these media functions are further beneficial to a society then if they were to be carried out separately. For example in a political election campaign the media is responsible for informing a society about the progress of candidates, however they can further enhance society’s knowledge by educating society about campaign promises, and its follow-on effects.

2. To what degree should journalists be concerned about their employer’s profitability and readership figures?

In the current media climate specifically that of print media, many concerns are being raised regarding readership figures and the profitability of their medium. I do not believe that it is the job of the journalist to be significantly concerned by such claims. While it is alarming I believe that a journalist should concentrate on the quality of writing. In saying this a journalist should be aware of their audience so that they may perform better their media functions.

3. Is it reasonable for the owner of a media outlet to direct editorial policy and to make editorial decisions on political and other issues?

Society has expectations of media outlets to present unbiased accounts in regards to political and social events. While it is evident that particular mediums may represent a political spectrum more favourably than another, editors will argue that they are specifically represent their readers who hold this political opinion. While I believe that it is not reasonable for a media owner to direct editorial decisions I do believe that bias in this instance is not inherently wrong. For media tyrant Rupert Murdoch to make editorial decisions regarding political events could have detrimental effects on media coverage/bias due to the sheer capacity of media outlets he owns.

4. Does investigative journalism really matter? Does it sell newspapers or increase ratings?

Investigative Journalism is a significant component of the media’s role as a watchdog. For example the media’s role in the uncovering of the Australian Wheatboard case. While it is argued that investigative journalism is costly and will result in “dead-ends” in many cases it is beneficial when truths are revealed behind government agendas. I don’t believe that it would sell newspapers or increase ratings – especially in the long term of the paper, and the nature of online, broadcast and radio media outlets.

5. You are the editor of a newspaper that is losing money. The biggest advertiser has been convicted of drink-driving. Your newspaper has a policy of recording all such convictions. Even your own son’s conviction has been published. The newspapers general manager – your boss – tells you the advertiser will no longer advertise with the newspaper if you publish the report. The decision is yours alone, but you are told the loss of advertising could mean the paper’s closure, or at least the retrenchment of several editorial and print-room staff. What do you do?

In this instance I believe the journalist is ethically responsible for the reporting of drink driving conviction. While the paper may suffer a loss of revenue in advertising, the loss that it would face by not reporting would be far more significant. Other news outlets will release the story and society will question the integrity of the one newspaper that failed to report the instance.