Former U.S. Ambassador Heather M. Hodges Speeches

The Media's Role in Ensuring an Informed Public

Ambassador Heather M. Hodges
Moldova State University
Department of Communications and Journalism
Casa de Cultura, February 25, 2004

Rector Rusnac, distinguished professors and students, ladies and gentlemen: Thank you for having me here today.

Although this is my first time at Moldova State University, I have heard about its impressive accomplishments and I know that it has been a leader in higher education. The American Embassy has been pleased to work with Moldova State University on many issues, and I look forward to further collaboration.

I know many of you are from the Department of Communications and are studying journalism. So, today I would like to talk a little bit about the media and the role the media can and should play in ensuring an informed public.

Media: The Eyes and Ears of the Public
To start with: a bit of U.S. history. The first newspaper in America was published in 1690 in Boston, which at the time was a very small town. The newspaper fit on a single sheet of paper. The editor wrote that he would publish the newspaper "once a month, or -- if any glut of occurrences happen -- oftener." But the premiere edition ended up being the last when the outraged colonial administration shut it down, claiming that it was printed "without authority." No independent news publication appeared again in America until fourteen years later.

Today, we have the opposite problem. A famous journalist in America -- Ted Koppel -- once said that in the United States today "your problem is not finding information -- your problem is sifting through." In the U.S., there are over 1,400 daily newspapers, almost 1,500 television stations, and nearly 12,000 radio stations. And, on the internet, there are millions of news sources -- most being updated constantly.

Of course, nobody watches every television station or reads every newspaper. It's impossible! So, how do you choose? How do you know that the news you are getting is accurate?

In the United States, we hold the idea of competition very highly. We believe a democratic society attains its greatest potential when many conflicting ideas have a chance to be aired. We expect people with totally different viewpoints to be able to present them freely on the public airwaves or in the print media. With a whole range of media from one extreme to another, individuals have the arduous but important task of working through the various perspectives: comparing them, debating them, and judging them in order to form their own opinions.

It is the responsibility of media professionals -- as many of you will be one day -- to facilitate the expression of a variety of views. People are busy. They cannot go to every event, every demonstration, every parliamentary session. Journalists serve as the eyes and ears of the population. If you don't report an event, only a few people will ever know that it occurred. If you don't report events accurately, others will, and fewer people will want to hear or read your reports.

People rely on newspapers, television, and radio to tell them the most important things that happen on any given day. This ability to shape public consciousness gives the media an incredible power. But, with this power comes an obligation to present the news objectively, without bias, and from all sides. As the gatekeepers of information, you must earn the public's trust.

There's a saying in America: "There are two sides to every story." I'd say there are at least two sides -- and the truth is often somewhere in the middle. When you read or listen to the news, you should feel all sides of an issue are presented. You should ask yourself if the news you read or watch covers only one perspective? Is it accurate and balanced information? Can you tell when the report is just factual and when it incorporates the journalist's opinion?

Media in Moldova
Since Moldova's independence, mass media have greatly proliferated here. Today there are five online news publications, nine news agencies, and 90 newspapers. There are over 80 radio and television stations. Moldova has come a long way in a short time and you are to be congratulated. But Moldovan citizens, and especially responsible journalists, must remain vigilant because the sheer number of media outlets does not guarantee balanced media, nor quality of information, nor that newsmakers will have access to the media to express their points of view.

Not every Moldovan has cable TV, not everyone has internet, not everyone can afford to buy all of the newspapers representing the range of political views in order to make an informed opinion; and frankly -- and sadly -- there are far too many examples of private media entities in Moldova that have been unwilling or afraid to include views that disagree with their editorial line, or with the government, or with what they perceive to be "of interest" to their public.

This is why the journalism standards of Moldova's national public TV and radio or of any municipal public media must be clearly established and followed so that these entities are able to serve the people. As in any country with public broadcasting, the employees of these entities must be especially scrupulous to ensure there is balanced coverage of news events, fairness in the presentation of the full range of responsible political thought, and an acceptable format that frames the discussion of issues.

Balanced Media
In the United States, as well as here in Moldova, there are regulations during electoral campaigns about how much airtime political candidates can use, and there are requirements that each party be given the same access to the media. But equal time in political advertising is only one obligation of balanced and objective media. Each program -- especially those on public media -- must be scrupulously impartial and offer equal time to a variety of perspectives. There are many ways to present important issues that will stimulate the public's interest and give each of the players a fair shot at having his or her say. Debates or guest talk shows featuring political leaders, civil society representatives, or other experts on a particular topic are just some ways to engage and inform the public.

I am emphasizing the point about public TV and radio particularly because it is, after all, the public -- the taxpayers -- who are supporting the broadcasting. They have a right to demand and expect fairness, to be informed of all sides of the important issues of the day. The fact that these institutions are funded by the taxpayers' money relieves them of overriding commercial worries, but in turn imposes the responsibility to objectively cover important events, distinguishing clearly between factual reporting and those expressing the opinions of the newsroom staff, the editors, or the board of directors. Public media must operate in this fashion, if they are to be truly independent of the government of the day and worthy of the public's trust.

Broadcasting Guidelines
This is where broadcasting guidelines come in. Public TV and radio in every country must establish and adhere to serious guidelines. In Europe there are numerous examples of highly respected public media sources that fully understand these concepts. When these institutions fail to follow their guidelines, they are willing to review and repair their shortcomings -- something I admire and believe all should emulate. I commend all efforts of the Moldovan authorities to work with the Council of Europe and the OSCE in developing such guidelines for Moldova.

Of course, these issues have special resonance in Moldova, given the Government's clear aspirations for EU membership. Independent media, including public media, are part of the democratic texture of the European Union. The Government's intention to move the country in the direction of EU standards must include development of a truly free and fair media. To do less would raise questions about the country's commitment to a future in the European Union and could create doubts about Moldova's democratic intentions.

The Role of Journalists
But let me get back to you and your role as journalists in this democracy. According to a recent poll, almost half of all Moldovans read a newspaper several times a week. Nearly 60% listen to the radio, and almost 80% watch television every day. But does the public trust the news it gets? According to the same poll, only 10 - 15% of Moldovans totally trust their news source. So, you have a problem -- and a challenge.

How can you improve Moldovans' view of the news? I've already mentioned the qualities and precepts that should guide good journalism. To sum them up, "truth, fairness, and balance." You will need to be prepared to work hard to reach these standards. And you must expect the highest standards from your media colleagues. News directors, editors, and journalists should all be resourceful, independent, and passionate about what they do. Analyze the reporting of others. Learn about the best media practices in other countries and share them with your colleagues. Join or establish a media watchdog organization. Develop your own code of principles as a journalist and live -- and act -- by it. And finally, don't be afraid of being idealistic about seeking the truth. Idealism is part of the nature of journalists. With it, you do your best service to your profession and to the citizens of this country.

Thank you.