Back to Index
Media Credibility Index report - January - March 2013
The Media Monitoring Project Zimbabwe
June 03, 2013
PDF version (646KB)
If you do not have the free Acrobat reader
on your computer, download it from the Adobe website by clicking
More than ever
before, the media today play a critical role in any society. The
media, from the shows we watch on TV, the music we listen to on
the radio, our newspapers and magazines, and now the news services
and social network pages of the Internet, serve as our main sources
of information and communication.
They keep societies
connected to the world and to each other and informed about trends,
events and opinions at every level. They are, in fact, the cohesive
glue that reinforces our sense of identity; to our culture and the
communities in which we live, and to the nations to which we belong.
of Shared Purpose released by the Committee of Concerned Journalists
(CCJ) following years of research into the “principles that
underlie journalism” presents the function of the media as
encompassing myriad roles in society. These include helping define
community; creating common language and common knowledge; identifying
a community’s goals, heroes and villains; pushing people beyond
complacency; entertaining; serving as watchdog and offering a voice
to the voiceless.
The world over,
the media is considered as an industry, as a public service and
as a political institution. And because they are the engineers of
public opinion and forerunner of justice and the foundation of democracy,
it is imperative that a significant proportion of the public must
In this context,
information in journalism is therefore considered as a social good
and not a commodity. This means media organisations share the responsibility
for the disseminated information, not only to their proprietors
but also to the public at large, a situation which entails journalists
to assume their social responsibility always in conformity with
a personal ethical consciousness.
of Journalists (SJ) – one of the leading voices in the US
on the subject of Journalistic Standards and Ethics – notes
the indispensability of professionalism and credibility in the way
the media conducts its work: “The duty of the journalist is
to further those ends by seeking truth and providing a fair and
comprehensive account of events and issues.
journalists from all media and specialties strive to serve the public
with thoroughness and honesty. Professional integrity is the cornerstone
of a journalist’s credibility.”
Visit the MMPZ
Please credit www.kubatana.net if you make use of material from this website.
This work is licensed under a Creative Commons License unless stated otherwise.