Going back to the basics of “good journalism” as an approach to journalism education is what can guarantee the sustainability of the media.
That is according to fraycollege CEO Paula Fray.
She believes the media can leverage the principles and values of ethical journalism and credible information that predate the digital age in order to show that the relevance and value of quality journalism remains undiminished.
Anchoring the session “Monetising journalism education: challenges of sustainability”, Fray highlighted media sustainability as a global media challenge, offering journalism education as a solution to restoring trust in the media and the up-skilling of media practitioners to meet evolving audience demands.
Speaking to challenges of sustainability in the media, Fray pointed out that declining ad-spend, dwindling circulation figures, increased digital proliferation and battling waves of disinformation meant a need to return to the fundamentals of good journalism where ethical and credible information is valued.
“If we want to monetise our media then we really have to base it around trust. People will pay for media they trust so integrity is our currency,” she said.
The changes brought on by the pandemic onto the global media have also led to a change in consumption patterns.
A Reuters Institute report into the impact of COVID-19 on news consumption showed that in African countries like Nigeria 84% of respondents said they use smartphones to access news while only 41% say the same for computers.
Throughout the continent, there has been accelerated revenue loss during COVID-19.
For example, the South African National Editors’ Forum (SANEF) has reported that in the wake of the pandemic, nearly 700 journalists lost their jobs and that about 80 publications have closed in South Africa.
In Senegal, a report commissioned by the Press Publishing and Circulation Council revealed a 70% loss of revenue for print during the first four months of the pandemic.
In East Africa, a Reporters Without Borders (RSF) report, cites Kenyan journalists’ union secretary-general Eric Odour saying three hundred journalistic jobs have been lost in that country.
Trusted brands to the fore
Fray argued that although there has been a slump in traditional media distribution channels as seen with print media, consumption and trust has grown particularly when it comes to trusted brands.
“So, we've got increased consumption where we have brands that already had trust from audiences. It's those brands that have been able to leverage the changes,” Fray said.
Concerned about the skills and preparedness of media practitioners Fray said that the migration of audiences onto digital platforms demands multiplatform storytellers hence the more reason to invest in future-focused journalism training.
“The media sector really needs to be thinking about whether we actually have journalists that can cope and that can actually work in this new environment,” she said.
“It's really impossible for anyone these days to say I'm a printed journalist or I'm a TV journalist or I'm a radio journalist you absolutely have to be a multi-platform storyteller,” she added.
Some of her recommendations include the state allowing publishers to claim tax deductions for subscribers of local and community media. She also believes increased commitment from media houses when it comes to training is critical to educate journalists in ethical practices.
Education in sustainability
Fray says that Journalism education has a role to play in bolstering the sector as a fundamental pillar of democracy.
“What is missing is the inclusion of journalism training to support and to ensure this public good,” she said.
“We as educators in the sector must not be complacent but as organisations begin to think about lobbying for financial sustainability of media and for the financial support of media as a public good, we need to make sure that education and training are included in that process,’ she added.
Fray said the act of training should be seen as critical to the production of journalism as a public good, and that funds raised and invested in media sustainability could be harnessed to support journalism training as well.
“If we're looking for sustainable training opportunities we need to make sure that we put training on this agenda as well and really look at opportunities for education to be supported in pursuit of public interest journalism,” she said.
Watch the conversation here.
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