23 Apr 2006 |
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A major event in the media community in the week that has just ended is the public reaction to the publication in ThisDay newspaper of a wrap around page one and back page, pro-Third term advertisement in which Nigerians were enjoined to "Vote for Greatness...Vote for Tenure Extension". The advert introduced by ThisDay editors as "political advertising" has generated so much passion, with the readers expressing dissatisfaction with the decision of ThisDay management to publish such an obviously provocative and sensitive advertisement in the face of current developments in the country. This is with regard to campaigns for the amendment of the Constitution to allow President Obasanjo to remain in office beyond the terms of the 1999 Constitution which brought him to power in 1999 and 2003.
Segun Adeniyi, the newspaper's editor in an interesting piece which appeared the following day (Friday, April 21) has already tried to justify the newspaper's decision to publish the said advert after admitting that over 140 readers sent angry text messages. Adeniyi's explanation, and obviously, his newspaper's, is that a newspaper has a bounden duty to defend free speech and to allow all shades of opinion. What this means is that we should expect more adverts of all varieties in ThisDay newspaper. For the editors, it is a matter of principle to allow all shades of opinion to be aired in a democracy. I do not think that this principled position can be debated. If newspapers oppose dictatorship in the public space, it would be contradictory for them to impose a dictatorship of opinion on the public, or for them to act as opinion terrorists with absolute intolerance for the other side of the coin on various issues. Should editors allow both pro-Third Termers and the opposition the freedom to express their views in the press? I think they should as long as they ensure balance and fairness. But there are other issues that have been thrown up by the advert in ThisDay and the response by the newspaper's editor which require further exploration. To start with, Olusegun Adeniyi bases his response on the example of the Daily Illini, a campus newspaper in the United States. With due respect, this is an unfair comparison. ThisDay is a far more superior publication than that campus newspaper. Campus publications in the United States do not have the same kind of strategic value that is enjoyed by a major and influential newspaper like ThisDay. However, although the analogy may be misplaced, certainly not the principle. To insist that a newspaper cannot express certain opinions is an invidious form of censorship. Every newspaper has a right to choose its own ideological orientation, in the sense that it is possible for a newspaper to take a position on a controversial issue and uphold its position consistently in the market place of ideas. As we have seen in the cases of government-owned publications and media organs during the military era, the reading public invariably makes up its mind about such newspapers and the market soon offers a verdict in form of responses to that particular media organ. It cannot be said that the editors of ThisDay do not have this sense of history. By publishing that piece of political advertising, they took a courageous step. By defending their position, they have even shown greater boldness, but only as far as that. Now, let us examine the other side of the coin. What the reaction to the ThisDay advert has indicated is the nature of public expectations in the context of the Third Term politics and process, and the character of public anger. There is no doubt that a substantial segment of the population particularly the middle class is opposed to the idea of a tenure extension for President Obasanjo. The content of the advertorial in ThisDay infuriates them because its main logic is that because the administration is doing well, it should be allowed to remain in power perpetually. This point about good performance is debatable; not all persons share that view. What we, as journalists are being told is that the public expects leadership from the press and the media generally in this season of uncertainty. The people expect the media to act in the interest of all citizens. They expect the media to function as an effective mechanism for the scrutiny of state actions and the selfish ambitions of those in positions of authority. They expect journalists to help them fight their "enemies". In the case of the ThisDay advert what the critics are responding to is also their fear of the possibility of "political capture". In all societies politicians try to capture the media as the first step towards societal thought control. And so when readers of ThisDay wake up to see their beloved newspaper wrapped around with a controversial Third Term message, what comes to their minds is this fear of "capture". Another word for this is media sell out. Which is quite different from the informed emphasis by Adeniyi on equilibrium. The grey area here is that the reading public expects the media to provide information and leadership at the same time, to reflect the truth of their lives and at the same time set an agenda for progress and development. Unfortunately, the public is not always right, there is never a given consensus on what that public wants because it is a variegated, complex and unstable majority. And so the media in Nigeria finds itself in a delicate position: must it support the popular view always or provide balanced information? But whatever is true, we expect the media to act with discretion and to use its powers with enormous responsibility. The crisis of democracy can be traced in part to the right to tell everything, but the fact of life is that certain things are not right for public exposure, and if at all, not in certain manners. This is analogous to what Noam Chomsky defines as "the bounds of the expressible" as determined by elite consensus, even if it is usually difficult to define boundaries for a living institution such as the press. It seems to me therefore that a central issue, which ThisDay has thrown up is how the media must be careful about its manner of expression. If the Third Term advert had appeared in the inside pages of the newspaper, I doubt if anyone would have raised any eyebrows. This would have been perfectly within the realm of the principle of equilibrium on the subject. But when the newspaper subordinates its own identity to another group, and another message, by wrapping volatile political propaganda around its window pages, it is unwittingly making an editorial statement. Interestingly, the Third Term advert was not signed by any identifiable person. It only refers to a group known as "Private Sector Supporters for Good and Transparent Governance". Who are these supporters? Is the group registered? If it is, who are the principal officers? ThisDay should have insisted that one of the officers should sign the advert, otherwise, and this is the case, ThisDay could be easily accused of being a member of the group since it is also a private sector organisation. And this is the additional point that is missing in Segun Adeniyi's explanation. ThisDay may still need to reassure its readers further that it has nothing to do whatsoever with the advert and that the content is strictly the opinion of its authors. What the advert and the passion that attends it further project is the danger in the publication of wrap around adverts by newspapers. This became popular around here during the banking consolidation season, and the various banks seeking attention and shareholders funds to enable them recapitalise to the tune of the required N25 billion resorted to loud advertisement. Newspapers were approached to put their advertisement of offers on the front pages. They offered good money, and many newspapers succumbed. We expect newspapers to provide leadership, to fight our battles for us, but a limiting factor is that newspapers are all things considered, businesses. They are driven by the twin hegemony of ownership and economics. If a company or an advertising agency offers about N15 million for a single wrap around piece of advertisement, it can be very tempting. How many newspaper copies can anyone sell to make such a huge amount of money per day? Readers expect so much from the press but the same readers are not willing to buy copies, Nigeria probably has the highest pass on rate in readership in the world, not to talk of the proliferation of free readers associations at vendor's stands across the country. Readership is reducing. Government policies and the dispossession of the economy promote distress in the media industry. The tyranny of economics may force a newspaper management to take certain radical decisions which may seem like undue compromise to the public. Every media house must address this challenge of rising transactional costs. For the media industry to meet its obligations fully, the roots of the distress in the industry should be addressed. A media industry that must defend the interest of citizens needs the capacity to do so. Media owners face the special challenge of striking a balance between ideological and economic considerations. As the country moves into the season of political advertisement, there will be great pressures and lots of advertisement money in circulation. At every turn, editors may have to decide whether to reject good money on ideological grounds or to address the question of "the bounds of the expressible" or "what is right for exposure and how". This is in the end not about ThisDay, it is about media institutions in general at this moment in Nigerian history as advertising-related editorial features are thrown in their direction by those who seek to control the mind of the public. Advertisers will continue to pressurise media houses to succumb to their selective needs. The effects and the dilemma are obvious. How best can the media represent the public will without violating its own ethics? Now a few more comments on the advertisement. The copy by the Private Sector Supporters for Good and Transparent Governance serves one major purpose: it has confirmed to all and sundry that there is a group in the private sector that is working actively on the third term agenda. By bringing the message to public attention, ThisDay has upheld the people's right to know. Even if we are uncomfortable with the packaging of the information, at least now we know. But considering the weight of the campaign, the people also deserve to know who the members of this pro-Third term group in the private sector are, the companies that they represent and their involvement in the campaign. If they lack the courage to identify themselves, they should be unmasked. There are too many persons in this country who are willing to hide under safe umbrellas to promote all kinds of agenda, whereas they have no faith in what they are doing. The present hidden persuaders tell us: "In the face of unfolding events, it has become critical for us, the Private Sector Supporters for Good and Transparent Governance, to lend our voice to the debate on tenure extension. Our opinion is an affirmative yes to continuity of the present dispensation". These are strong words. But a voice vote for Third term is not enough. If the people behind this advertisement are men and women of courage and principle, they should be more precise. When they speak of "the present dispensation", which dispensation are they referring to? Do they by any chance mean the Obasanjo/Atiku ticket? Or the present dispensation in the states and local councils? They want us to support the constitutional amendment. But what exactly do they want us to support? What are the details of their campaign? If they want to support Baba for a third term, let them do so in the open, and stop winking in the dark. We live, no doubt, in interesting times.
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