Elements of Journalism: Who Journalists Work For

Journalism's first loyalty is to its audience. There is an implied agreement with the public that was is reported is true and in their interests. For example, The State News can't have a story on MSU that's slanted in favor of the school just because The State News is MSU's paper. And a story can't be slanted because the subject is a friend of the editor.

And that agreement is in the best financial interest of the news organization. That's because it's necessary to tell the news not only accurately, but persuasively. It's the basis of why the audience believes a news organization. If the audience doesn't trust a newspaper, they will quit reading the newspaper, and the newspaper would be unable to sell ads which are bought by advertisers not because they believe in journalism, but because the newspaper has lots of readers whom the advertiser would like to reach.

If you thought or think The State News is a shill for the administration, would you rely on it in the same way if yo thought it was independent? So, journalists have a social obligation to the news and audience, and must maintain a freedom from all obligations except that of the public interest.

We also must maintain an independence from isolation. There is a danger that having a professional detachment from outside pressures -- such as politicians and lobbyists -- could evolve into disengagement from the community.

Ironically, as journalism became more professional, it became more of a clique, with professionals lacking local connections and becoming free agents, hopping from town to town. Also, journalism became more subjective and judgmental after Watergate and the advent of 24-hour cable TV news. Coverage became increasingly focused on mediating and arguing instead of reporting and explaining. There was a growing focus on motives of public officials, instead of actions that affect readers. Plus, there are business strategies to target affluent households that advertisers most want to access, instead of the general public as a whole.

There has been a backlash to that detachment. People on the business end of journalism want greater accountability from reporters and editors. They want to use research to find out what the audience wants. They see themselves as fighting to keep journalism relevant.

But writers and editors fear that approach can intrude on independence. They fear that may allow advertisers, rather than news value, to dictate coverage. They see themselves as fighting to protect the public interest. This tension is still playing itself out, and the resolution seems unclear.

Citizens are not customers. The business relationship of journalism with its audience is different that other businesses with their customers.  Traditional businesses sell services and products to customers. Journalists build a relationship with their audience. That is not a nit-pick difference; the relationship is built upon values, judgment, authority, coverage, professionalism and commitment to the community. That creates a bond with the audience. Then, the news organization rents the bond to advertisers, via ads.

The advertiser is the one buying goods and services (in the form of advertising), and not the audience. The trust with the audience is what creates something the advertiser finds worthy of buying. Hence, the traditional "wall" between advertising and news content, and a deference to the newsroom to make journalistic decisions independently.