on values Putting a value


Neil Merrick reports on a project to make journalists aware of stories’ cultural impact


M


ost journalists do not set out to change the world – but is there any harm in giving it a nudge in the right direction? Consciously or not, journalism is laden with values, covering everything from wealth and


power to friendship and social justice. These affect the ways in which stories are presented and, at times, audience reactions. “You can have two articles containing exactly the same facts


but there will be different values peppered throughout,” says Elsie Roderiques, leader of a project looking into media values with the help of magazine editors and others. Run by the Common Cause Foundation, a non-profit


organisation, the Values in the Media project aims to help journalists and other media professionals recognise the importance of values, including their cultural influence. It seeks to champion intrinsic values, which highlight the


importance of community and equality, as opposed to extrinsic values, such as image or celebrity status. “There is no such thing as a good or a bad value,” says


Roderiques. “To live well-rounded lives, we need to be able to draw on a wide range of values – but it is also important they are kept in balance.”


In 2021, The Independent reported on a study by anti-racism


charity Hope Not Hate showing areas with immigrant populations enjoy greater economic success. While Hope Not Hate was seeking to promote diversity as


well as challenge negative perceptions of immigration with its study, the story in effect highlighted the importance of money, an extrinsic value, suggesting immigration equated to economic prosperity. At other times, intrinsic values come to the fore. Earlier this


year, the BBC and other media outlets reported how Newcastle United was introducing ‘sound shirts’, allowing deaf fans to feel the atmosphere of a match at St James’ Park. Seán Wood, chief executive of Positive News magazine, says it


is important that journalists appreciate how values shape editorial judgments. This affects not only the stories they report but also the angle taken and the prominence they achieve. “Maybe we’re not reporting enough on things that matter to


people,” says Wood, a member of the project’s advisory board. “A focus on values can create a more responsible type of journalism that works in the public interest.” Responsible journalism does not ignore bad news, but


12 | theJournalist


reports it in a compassionate way rather than seeking to generate fear or anger. “Too much attention is given to extrinsic values,” Wood


adds. “The problem is that it’s self-perpetuating and serves to reinforce extrinsic values.” For example, each year, journalists eagerly report on movers


and shakers in The Sunday Times Rich List or the Forbes list of the world’s most powerful people. Consumerism plays a large part in local and national media, including in travel writing. However, occasionally, consumer stories also serve up


intrinsic values. The Guardian reported in September how a restaurant in north London was offering jobs to people who


Ethics, values and a course


HOW does ethics affect the way journalists operate in the UK and would more ethics training make a difference to media values? These are questions being


considered by media regulator Impress, leading to the launch this autumn of an accredited training programme in ethics. Run with the University


of Huddersfield, the programme will be open to all media. It will be targeted at smaller independent and hyperlocal outlets in particular, where ethics training tends to be basic or non-existent. There is a lack of


trust and confidence in parts of the media among the UK public, acknowledges Impress


chief executive Lexie Kirkconnell-Kawana. “It’s our responsibility to


do the best we can to improve the journalism that’s out there and build an alternative media so the public has another option to turn to,” she says. Ethics training gained


prominence about a decade ago following the phone- tapping scandal and the Leveson Inquiry. While the NCTJ has incorporated ethics units into its training


programmes, some universities have taught ethics as part of journalism training as far back as the 1990s. Chris Frost (pictured), chair


of the NUJ’s ethics council, points out that ethics and media values are not necessarily the same thing. Parts of the media lean heavily towards extrinsic values but are still ethically professional, he explains. “Some reporters have a


preference for covering stories with intrinsic values, about parenting or health for instance, whilst others prefer more extrinsic stories about wealth and power,” he says. “This shouldn’t affect their


ethics in reporting, which should always adhere to the codes of conduct.”


NUJ


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