MediaAcT

Boguslawa Dobek-Ostrowska, Poland
What is media accountability for
you?
Media accountability is a must
– not a luxury – for contemporary
media organisations, it is a challenge,
an important way to look at
contemporary media.
What was the biggest task in the
international project?
The biggest task was to understand
media accountability processes
in new media and extend, reorganise, redefine traditional
conceptualisations of media accountability in the digital age.
What was the funniest/most interesting moment in the project?
The most interesting moments were discussions amongst
MediaAcT people, especially those in which we discovered, that
despite cultural and linguistic differences we share the same
values, ideas and academic ethos.
What did you learn from the MediaAcT project?
We learnt that in modern academic life, administration and
logistics and research are almost of the same importance.
Do you think international media is on the right track?
For the moment, we don‘t think so, but there is a place for
improvement, because many interesting ideas are growing.
stephan Russ-Mohl, switzerland
What is media accountability for you?
The willingness of journalists and newsrooms,
to behave in an accountable and
transparent way, for example to express
doubts if they are unsure about their
reporting, and to correct errors.
Why is it so important to do research on
media accountability?
Because journalists might learn from
each other and from ‘best practices‘ elsewhere. However, firstly, somebody
has to identify and systematically analyse existing accountability – and make
newsrooms aware that they demand daily accountability from others. They have
to apply similar rules to their own work!
What was the biggest task in the international project?
I assume to assure that the participating researchers apply the same methodology
and the same standards to our common research. We are fully aware that not only
do journalism cultures differ in Europe – research cultures differ, too!
What was the funniest/most interesting moment in the project?
Difficult to recall. There were many such moments, as Susanne Fengler created
from the very first moment a “working climate” which was based on mutual
friendship, trust and all of us shared a certain sense of humour. Possibly a summer
evening in Estonia when all of us wanted to enjoy some beers outside and an
invasion of mosquitoes forced all of us to “donate” our blood and to escape…
What did you learn from the MediaAcT project?
Much about the different journalism and research cultures in Europe – and how
important it is that journalists and media researchers get to know each other
across cultural and language barriers.
Do you think international media is on the right track?
We definitely need more “international” or even “European” media. By the way,
the EU might also invest some more money in training for journalists.
dear reader,
this magazine is about media responsibility
– at a time when the future of quality
journalism is probably less clear than
ever before. Many new sources of information
compete for people’s attention in
the web. More than ever, the trademark
of professional journalism will be transparency about the way
stories are being made – and accountability for what is being
published in today’s media societies.
we hope that this magazine has inspired you to become
involved in media accountability: As a journalist, our research
shows that there are so many easy and cost-effective new ways
for the media to demonstrate accountability and transparency
online. As a media user, we want to encourage you to make
yourself heard – and to make an informed choice. we want
you to encourage those newsrooms that do pay attention to
ethical standards, and do take the risk to be transparent and
to admit mistakes. As a policy-maker, we encourage you to
put the issue of media accountability on the political agenda.
we, as a research consortium, pledge for a media policy that
promotes accountability in journalism – by setting clear
incentives, not by sanctions and interventions. It is the ultimate
goal of the more than 30 international researchers involved
in the MediaAcT project to preserve media independence in
a time of rapid change. lively democracies need a free and
responsible press.
finally, we hope we can encourage fellow scholars and journalism
educators to be aware of our crucial role in the creation
of a ‘culture of media accountability’. Journalists everywhere
consider journalism education as one of the most relevant factors
for upholding standards in journalism. Investing in journalism
education is an investment in a responsible press – this
is a message also for industry representatives, who are rather
unwilling these days to finance mid-career trainings.
The MediaAcT survey shows that journalists who received
training in media ethics during their journalistic education
are more sensitive towards issues of media accountability. we
hope that journalism educators will make use of this magazine
(and our accompanying online tool, see www.mediaact.eu) to
promote seminars and lectures on media accountability. sensitising
aspiring journalists about what they owe to the public
is surely a task as important as any professional technique to
be taught in journalism schools and journalism programs.
Our survey data show that this is a prevalent need: Even today,
journalists still feel more responsible towards their sources
than either their target audience or the public. In order to fill
the concept of media accountability with life – and open the
door for a participative approach to holding the media to account,
journalists need to be more aware than they are now
that the public is the prime stakeholder of the “fourth estate”.
It needs a joint effort from all of us to ensure quality journalism
in the future.
yours
prof. dr. susanne fengler
director of the MediaAcT research project
Index | Editorial | Birds-eye view | Opening the toolbox | Zoom-in on the newsroom | Media landscapes