12 October 2020, NIICE Commentary 6140
Dr. Koyel Basu
The history of humanity has never felt threatened as it is at present. The frailty of human life is exposed as never before with the spreading of the tentacles of the greatest human crisis ever. By now, after adaptability with Coronavirus for last couple of months, we are getting well-accustomed to live in uncertainty. However, this uncertainty has shadowed the power of rational thinking. This uncertainty is pre-dominant and manifested in the world of media. Though media is ideally imagined as a platform for objective information and critical-rational discourse, mainstream media with few exceptions have failed to capture the real picture of the pandemic.
It is a well-known fact that during any health crisis, there’s an immense and immediate need for credible information and effective need for credible information and effective crisis communication. The spread of information and the target audience can have a critical impact on people’s understanding, partial or biased interpretation of the outbreak. Incomplete understanding, partial or biased interpretation, hearsay, rumour- mongering and insufficient communication are the main ways that give rise to health-related misinformation. We know this from our past experience with similar outbreaks such as tuberculosis, Ebola and Swine flu.
Media is an interface between government authorities, policy makers and grass root communities. Historically, media has had huge role to play in making of society and construction of identity. In the UK, the development of the liberal media prior to the 1950s was characterized by a paternalistic model. Control of information was clearly hierarchical. In his first five years as editor of the BBC’s cultural weekly magazine from 1929-1934, RS Lambert was not allowed to see his magazine’s circulation figures in case this “distorted” his editorial judgment. In the 1980s, when the idea of the media as a source of popular pleasure took root, the model gave way to a popular, audience-driven mass media. At present, with people physically isolated due to the COVID-19 pandemic, media’s role is all the more vital in arousing conscious awareness among people. In such dark times, what media dishes out is extremely important as it is said content is the king. In present times, access to quality of content is better than ever. In the absence of physical contact, media’s role has increased manifold. The poet and novelist Ben Okri writes, “It may well be that it is not only self-isolation and science that saves us. We may also be saved by laughter, by catharsis, by the optimism of being able to see beyond these times, with stories, community and songs. ‘’
The media is raising public awareness, motivating people to fight the epidemic and educating them about how they can avoid being infected. It is media’s responsibility to pass on messages in such a simple way that even common people can understand. So, language comes across as an important factor in dissemination of information. Appropriate language can be an important factor to arrest the spread of misinformation. Recently, the Bombay High Court on 13 June 2020 made pertinent observations of the role of the media amid the COVID-19 pandemic on which a note of caution was scoundrel (Jan Swasthya Abhiyan and Others versus State of Maharashtra and Others). “At times, we find media houses to be divided in their loyalties and the reports coloured by partisan spirit and motivation. All loyalties must exclusively centre on the welfare of the state and its people. While opposing views on an issue lay bare the two sides, any conclusion—-positive or negative must be based on a true and fair account of what is perceived by the correspondent.”
However, it is important that trusted media sources don’t just ignore misinformation but attempt to counter it. This can be done by thinking about whom their audience might trust, bringing in credible experts, showing empathy with those affected using appropriate language and thoroughly and carefully explaining terminology for example, what does a community mean? One example of this is the WHO myth buster section, which addresses some misbelieve about COVID-19. Balance should be integral when reporting health and science in all media agencies, particularly in situations that compromise public health such as this outbreak. Reporting the facts with a genuine intent to expose the latest outbreak news and not carry out a political motive, should be paramount. Hopefully with this in mind and a focus on reporting both the good news and bad news.
For media it is a tightrope walk – continuously dispelling myths round an unknown disease as well as produces the right information, give the necessary precautions. To give this during normal time is naturally welcomed by all. But to do this in times of crisis runs the risk of being labeled as part of the problem and not the solution. The real dilemma then for the media is how to turn the spotlight on real areas of concern – the lack of Personal Protection Equipment (PPE) for emergency services, delays in testing, support for those facing economic hardship – without stoking the flames of discontent, fear and apprehension especially amongst those who are already vulnerable. The approach of the media can rake in double-edged sword in both ways. Digging too little when the problems arise, the public will accrue the media of being in league with those failing them. Digging hard and the public will see disloyalty or worse, lose confidence in authority and take matters into their own hands.
