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Media Stakeholders’ Perspectives and Policy Integrity

Omojola, Oladokun (2012) Media Stakeholders’ Perspectives and Policy Integrity. Journalism and Mass Communication, 2 (1). pp. 304-316. ISSN 2160-6579

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Objectivity in media practice is the journalist’s ability to give every segment of the audience an equal right to be heard and seen, to read or to react. Disappointingly, that objectivity does not extend to the policies that regulate that practice. This concern is demonstrated in the incoherence and lack of judgment that exist in media policy domains where journalism is confined to a deal between only the journalist and his or her audience. This linear process conspicuously excludes those crucial stakeholders whose interests tremendously affect the destiny of journalists and their audience. The development has adversely affected policy rationality in some developing countries as media policies lack interactive planning, robust policy discourses and stakeholder dialogue, thereby undermining policy integrity. This paper attempts to argue that for a media policy to be truly in public interest, formulators have to expand their horizon beyond government, journalists and their audience to other stakeholders. Newsmakers, who fall into a category of such stakeholders, can make the journalist’s pen run dry if they go on strike! Others include media users, media owners and media scholars. The paper recommends the process of harnessing the perspectives of these stakeholders in a manner that can make analysts consider drafting a fresh all-encompassing media policy for developing countries, especially those of Africa. Keywords: audience, media policy, media stakeholders, policy integrity

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User: Dr. O. Omojola
Date Deposited: 02 May 2014 10:26
Last Modified: 02 May 2014 10:26

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