Media organisations often face the challenge of balancing advocacy for social justice issues with serving corporate interests. They often use their platforms to support important social causes and this advocacy may sometimes conflict with their responsibility to maintain journalistic objectivity.
The growing trend of corporations using media to control narratives and manage their public image reflects a shift in how businesses approach reputation management in the digital age.
With the rise of social media and digital platforms, corporations have gained direct access to audiences, enabling them to bypass traditional media gatekeepers and communicate their messages directly. Social media is important for brand reputation management, offering real-time engagement, transparency, and visibility.
This allows companies to craft a narrative that aligns with their brand values, influence public perception, and respond quickly to negative publicity. Many no longer advertise in mainstream media, preferring to collect data directly from users who go directly to their content online.
In response, news publishers have had to change focus and redirect their energies towards social justice issues.
There were several social media advocacy campaigns that were a huge success both on and offline. For example, the Black Lives Matter movement gained momentum through social media, by exposing systemic racism and police violence, rallying worldwide awareness and support.
In South Africa, platforms like the Daily Maverick have provided in-depth coverage and critical analysis of systemic inequalities in higher education during the #FeesMustFall protests. For instance, their article “#FeesMustFall2016: Where to from here?” delves into the practicability of fee-free education and the ideological considerations surrounding it.
Community engagement
Similarly, community radio stations such as Bush Radio in Cape Town offer platforms for grassroots voices. Established during the apartheid era to provide independent content, Bush Radio continues to address critical social issues, including labor rights, gender equality, and human rights. Their programming includes discussions on topics like farmworker rights in the Western Cape, providing a voice to underrepresented communities.
Media acts as a bridge to essential services by addressing community-specific needs through innovative platforms. For example, Farm Radio International provides farmers in Africa with practical advice on sustainable farming and land rights, while Radio Pulpit delivers mental health support through call-in shows. Additionally, publications like Vuk’uzenzele connect South African youth to job opportunities, bursaries, and training, helping tackle unemployment and foster entrepreneurship.
During the pandemic, African media outlets played a pivotal role in spreading critical public health information. For instance, News24 collaborated with South Africa’s Department of Health to provide accurate COVID-19 updates and reduce misinformation.
Moreover, collaborations between companies like The Mail & Guardian and advocacy organisations such as Gender Links spotlight critical issues like gender-based violence. By providing data and insights, they pressure institutions to address systemic problems.
Journalists Remain Watchdogs
Through relentless investigation and coverage, watchdog journalism ensures accountability and fosters an informed, empowered public.
Journalism serves as the cornerstone of democracy by acting as a watchdog, exposing injustices and holding power to account. For example, the AmaBhungane Centre for Investigative Journalism uncovered major corruption in their Gupta Leaks investigation, showing how some powerful individuals misused their influence.
Navigating the intersection of social justice advocacy and corporate interests requires a commitment of ethical journalism.
By focusing on trust, transparency, and objectivity, media companies can effectively balance social justice advocacy and corporate interests while safeguarding their journalistic integrity.
