Abstract
A theoretical framework for an impossible situation? Transparency and attempts at honesty for those who originate or supply news and other information, as well as those who control access to its distribution and delivery. All within this relatively slim volume that packs a punch, its subtitle summing up its intended goal—“combating the hidden influences in news coverage worldwide.”
This book uses empirical research collected from sixty countries worldwide to consider the nature of media transparency and its opposite, media opacity, and whether it is perpetuated by accident or design. Custom and practice vary by country and region, sometimes even within different sectors, which leads to the tricky question of whether one can condemn opaque behavior as inappropriate and unethical or grudgingly accept it on cultural and traditional grounds. Can change even be encouraged?
Authors Katerina Tsetsura (Gaylord Family Professor of strategic communication/public relations in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma) and Dean Kruckeberg (professor in the Department of Communication Studies at the University of North Carolina at Charlotte) guide the reader through seven main chapters, considering truths, media practices and bribery, ethics and cultural practice, before drilling down on a global study of media transparency and relating how professional communities react against the practice of media bribery.
Structurally, each chapter can feel like a journal article in its own right, starting with the “common” purpose/scope/method/results/recommendations/conclusions abstract. There is an element of repetition throughout, perhaps encouraged by this approach, although mostly the book flows well, and the thoughtful observation and commentary outweigh any disjointedness.
Despite it seeming obvious to “tell the truth” with any information provision and reporting, particularly within a public relations context, the authors make it clear that sometimes a more opaque approach may not necessarily make the information untrue; it can be subjected to complex societal and ethical loading. Therefore, the book’s conceptual framework of “examining and contextualizing the concepts of transparency and opacity, as well as truth, incomplete truth, and a lie, by identifying opacity in the news media as problematic for many reasons, emphasizing its harm to both individuals and to society-at-large” is valuable, both on a theoretical and practical level. It is not simple to resolve, because we are all molded by variables that define us as individuals and by our worldviews from which we form our unique perceptions of truth, which affect our actions as facilitators and recipients.
As a former journalist who moved into communications-related research, I found this an engaging and honest book that makes an impression, correctly identifying the multiple shades of black and white that can exist, without aggressively taking one side and hectoring adherence to a desired cause. The authors observe that while media organizations may appear or seek to appear to be transparent, many will be in reality less so due to opacity issues. They admit that they are being provocative, possibly alarming, by stating consumers of news are not being told the truth because of news media opacity that has allowed bribery and other hidden influences to alter what we consume as ‘news’ [. . . a] phenomenon that is a significant threat to people worldwide, both as citizens and as consumers.
It can be a fine line—one person’s bribery is another person’s encouragement through the purchase of advertising space or providing “PR facilitation.” Some media companies set out highly detailed ethical policies, others are less transparent and open. With the crossover of new media and social media influencers, the problems are even greater and not necessarily answered by a mere #ad tag.
The current status quo feels bleaker than expected. The authors state that news media opacity, that is, lack of transparency, is, in fact, pervasive in much of today’s global news media and that this opacity oftentimes hides news media bribery and other influences that alter what we consume as news. Furthermore, news media opacity is exacerbated by today’s changing business models of news media that are responding to people’s use of new forms of communication technology.
It is hard to disagree with these suggestions, and despite existing moves by professional associations within journalism and public relations to assert ethical standards; more is no doubt needed. The authors also make some recommendations to reduce, or at least expose adverse influences. The authors take care to note that, “most news media [do not] blatantly and pervasively lie”; yet, they argue that information in the media may be “incomplete truth”—a still less-than-enviable position.
The consideration about the opacity of information, media practice or media bribery is interesting, albeit with some quite old references (have things not changed? It can be hard to tell!), linking well with the book’s call for observation and action. Other chapters build on each other and add value, but space means a detailed discussion is impossible. The final chapter, considering a “normative theory of media bribery” is perfect, summarizing the situation well and focusing on many conclusions and recommendations. This could be used as a base for many outreach and education programs in itself!
Overall, this book makes a positive contribution to the discussion around ethics, fake news, professional practice, public relations, journalism, and many other fields. Many sentiments raised could equally be transferred to other situations, such as sales and marketing, and an example of car salesmanship and its pressures bore this out. One small complaint is that it could have been slightly more accessible and readable. The typography and design did not feel so friendly on (middle)-aged eyes either—thankfully this reviewer eventually got access to an electronic version!
