Journalists
have various ethical obligations, both to society as a whole as well as
individuals with whom they have professional contact. These responsibilities
are the same with election reporting as with any other reporting. For example,
journalists are obligated to protect the confidentiality of sources if
requested to do so as well as in instances where the source may be in danger.
Similarly, a journalist cannot resort to dishonest or illegal methods of
gathering information.
The
serious nature of this responsibility is a result of the seriousness of media’s
overall task of exercising rights to freedom of expression and information –crucial human rights that are essential to the functioning of democracy-. In
other words, it is not ‘just a job,’ and impacts a society directly.
It is
crucial, for example, that media coverage be fact based and not derivative. Too
often inaccurate observations are widely disseminated through repetition.
Journalists often use cuttings libraries or the Internet and reproduce claims
that they are unable to substantiate, creating rumour-mills. Often
well-established and reputable media outlets are just as to blame as small and
ill-resourced outlets, in this regard.
Credible
journalists also exercise responsibility in how they report damaging
allegations against individuals or social groups. They allow those affected a
chance to respond, creating a balanced and non-inflammatory report.
Furthermore, they are aware of potential impacts of their reports. Inaccurate
reporting may swing the outcome of an election. Inflammatory media reports can
also cause protests or violence.
