Breaking rivals' kneecaps

Weekly impressions

Dragoljub Zarković, editor-in-chief of the weekly magazine "Vreme"

Business ethics is a much discussed issue these days. Those who find this desire to bring up the subject of ethics slightly suspicious often mention the notorious inclination of dishonest people to incessantly talk about such issues. This is the area in which the media have a crucial role in promotion of ethical standards and practice. This role could be much prominent if our media were more – ethical. Unfortunately, violations of professional standards have spread like plague. The most explicit form of ethical offenses in the media scene – hate speech – is also present. However, it is true that the mythomaniacal belief in our own omnipotence – that lead to conflicts with the rest of the world – has diminished. While some used to have a better opinion of themselves if they had powerful and numerous enemies, such a way of thinking has now disappeared. Consequently, our hate speech turned into smearing those who live in our own backyard – the most frequent targets are homosexuals, women, political opponents and, of course, "bicycle riders", due to the lack of Ustashi, Balias and Shqiptars.

Our media are now free, but it is a tragedy that there is no one who can tame them. Freedom does not mean the right to violate the rights of others. Objective analysis proves that there are three reasons for unsatisfactory media ethics. The first is the fact that, although the state has nearly completely created a legal framework for activities of the media, the practical implementation of such legal solutions is still a far cry from established or even desirable practice. Regulatory bodies have been created, but the rules of the game are subject to the will of political power, and even commercial forces.

The national TV is more decent than it had been, but there are no guarantees that it will remain such after changes in personnel – whether within the Government or in the TV system itself. The status of publicly-owned local media outlets is still unregulated. In the private sector of the media market, there is no transparency of ownership. Perhaps the political circles have lost the absolute power to influence the media scene, but the vacuum was filled by big business. Serbia, as well as the neighboring countries, are threatened by monopolization of the media market and media resources. Second, media associations and journalistic organizations frequently announce codes of media ethics, but few and far between are those who have codified any kind of ethical framework. As a result, journalists, editors and owners are not obliged to act in a certain way and cannot suffer any sanctions like dismissal from job or fines. Not even children's rights are respected. The end justifies the means in the race for ratings and circulation. And third, the concept of positive public opinion has been degraded – or has never existed in Serbia, reminding of a joke about English lawns that are green because they have been cultivated for centuries. We still do not have a critical, intellectual public opinion that would clearly and without prejudice condemn violations of ethical standards and form a public forum that would punish the perpetrators by diminished circulation or a drop in ratings.

Openly speaking, in a serious country it would be difficult to imagine that the director of the national television could be a man who had once published an article on a political opponent with a title "Half Women – Half Horse". But the way things are – there is no one who is more suitable for the position!

On the other side, our politicians and other public figures turn the media and public discourse into a show business. Most of the aired programmes look like scenes from candid camera shows; these imagined role models of ethical and public behavior compete in smearing their opponents and may not be far from performing striptease on stage.

Last but not least, and as perhaps the most important issue for all of us, it is necessary to pay particular attention to far-reaching and honest development of local media outlets. Generally speaking, the media capital is contracting in Serbia. A game of market survival is ongoing, however, rivals are not focused on the ball, but on their opponents' legs. The race for press circulation and electronic media ratings may lead to the situation in which citizens know everything that happens at "The Farm", but have no idea what is going on in their own city or municipality. Until a flood wipes them out.

Author: Dragoljub Zarkovic
Source: Blic, 14.06.2010; page: 5

MC Newsletter, June 18, 2010