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BRIBERY for NEWS COVERAGE: RESEARCH in UKRAINE By National University “Kyiv-Mohyla Academy” Kyiv-Mohyla School of Journalism BRIBERY FOR NEWS COVERAGE: RESEARCH IN UKRAINE A thesis submitted in partial fulfillment of the requirements For the degree of Master of Arts in Journalism By Anastasia Grynko Tutor: Dmytro Hubenko, Head Teacher June 2007 2 Table of Contents Introduction…………………………………………………………………..………..3 Chapter 1: Literature review 1. Public Relations and journalism: definitions, common and different aspects............................................................................................................... 6 1.1. Objectives…………………….……………...…………………….… 7 1.2. Audiences……………………………………………………………. 8 1.3. Channels…………………………………………………………… 9 2. Public Relations and journalism: Ukrainian context………………..………... 10 2.1. Ukrainian journalism: history and tends (1991-2006)…………..…... 10 2.2. Institutions and law regulation………………………………………. 17 2.3. Ukrainian PR: history and tends (1991-2006)………………………. 19 3. Media transparency……………………………………………………………..23 3.1. “Cash for News Coverage” and related concepts and constructs description…………………………………………….. 23 3.2. Codes of professional ethics……………………………….………... 27 3.3. Media transparency charter………………………………………….. 32 3.4. Index of variables related to the likelihood of the existence of “Cash for News Coverage”…………………. 34 3.5. Factors of media transparency……………………………...………. 35 3.5.1. Government category…………………………..………….. 35 3.5.2. Education category…………………………..……………... 37 3.5.3. Media category………………………………..……………. 37 3.6. Bribery for news coverage: experience of Poland…………………... 42 Chapter 2: Methodology: qualitative survey ……….……………………………… 44 2.1. The overall goal of the study and research questions……………….. 44 2.2 Sampling……………………………………………………………... 45 2.3 Advantages and disadvantages of chosen method………………….…46 2.4 The survey instrument construction…………………………………...47 2.5. Data collecting………………………………………………………..49 Chapter 3: Data analysis ………………………………………………………….….50 Summary and conclusions …………………………………………………………...73 References……………………………………………………………………………...79 Appendix A ………… ……………………………………………………………..... 83 Appendix B…………………………………………………………………………….85 Appendix C…………………………………………………………………………...104 3 Introduction As long as media corruption continues, the public cannot trust what they read in their papers and magazines see on TV or hear on the radio” Alasdair Sutherland, IPRA President, March 2001 The problem of ‘journalism for sale’ or paid-for material posing as legitimate news reporting is one of the greatest challenges facing media today. This practice erodes public confidence, undermines professionalism and makes a mockery of ethical values. Historically, the relationship between journalists and public relations people has been shaped by the perception of the former that their business involves the pursuit of truth, coupled with the conviction that the latter engaged primarily in manipulating or concealing the same commodity in pursuit of a narrow and self- serving agenda. The media is at war with itself over declining newspaper circulation and most journalists’ contact books are full of key and senior PR contacts, from politics and business. Both public relations practitioners and journalists have a vested interest in ensuring the integrity and credibility of the news media. Bribery of the news media in too many countries robs citizens of credible information they need to make personal and collective decisions. The giving of bribes and the taking of bribes – known as “pay for play”, “cash for news coverage” undermines the press in a free and democratic society. Public relations professionals are dependent on the mass media for dissemination of their messaged, but the validity of these messages is diminished when the process is corrupt and independent news judgment in not exercised. Moreover, bribery gives journalism a bad name and reduces audience’s trust. The problems associated with bribing for media coverage is obviously considered an important issue on international level. Public relations and journalism organizations have different codes specific to the profession but also some things in common: commitment to truth and accuracy and concern about bribery. 4 In 2001 the International Public Relations Association (IPRA) launched a campaign to reduce unethical and illegal practices in the relationship between public relations professionals and the media. The result is a media transparency charter that has now being adopted by public relations practitioners in more than 100 countries. “We started this campaign with the goal of creating greater transparency and eliminating unethical practices in dealings between news sources and the media.” - said Dr. Donald K. Wright, the President of the International Public Relations Association. IPRA and the Institute for Public Relations research and Education (IPR) have also started a biennial international index of bribery and the media to monitor progress in the reduction of media corruption around the world. The survey by the IPRA found “pay-for-play” was practiced extensively in Africa, the Middle East, and Southern Europe. Eastern Europe was also named by international organizations as a region where it is not uncommon for companies and public relations practitioners to bribe journalists to get a news release or product photo published in the news columns of a newspaper or mentioned on a television news program. The Ukrainians and Russians often call this practice “zakazukha” or “jeansa”. According to Index by country of variables related to the likelihood of the existence of “Cash for News Coverage”, Ukraine got the same rank - 19 out of 33 - with Taiwan. Mexico and Argentina, and was listed on 46th place out of 66 countries, which were identified by their global, economic and political importance. It demonstrates the actuality of media bribery problem existing in Ukraine and allows comparing it with other countries. Index demonstrates the actuality of cash for news coverage problem in Ukraine and acknowledges the potential for a problem in our country. Importantly, this index is designed to measure only the likelihood of whether or not “cash for news coverage” likely exists among a country’s major newspaper media. It does not directly measure “cash for news coverage,” but rather measures variables that two sets of experts consider to be most important in indicating the presence of this phenomenon. Initially, the further study where public relations practitioners, journalists are involved is needed. 5 The overall goal of this research is to collect the first-hand data on the status of the media bribery, or media corruption, in modern Ukraine. The study aims to gather information on the existence of the phenomenon in different areas of Ukrainian journalism and tries to identify the factors that might influence its existence in Ukrainian PR practice. The object of the study lies in the sphere of Ukrainian journalists` and PR-specialists relations. The subject is media bribery which defines news coverage. This is the first study to collect primary information on the subject of media bribery, specifically, cash for news coverage, through the method of qualitative survey, which was originally conceptualized in the International Index of Bribery for News Coverage in 66 Countries. Research Questions The current study researches opinions of communication leaders about the problem of corruption in media and public relations. Specifically, the study wants to answer the following questions: RQ1: Are Ukrainian media, national, regional, and local, considered credible in the eyes of communication leaders of this country? RQ2: Do any direct or indirect forms of media bribery exist in Ukraine? If indirect forms of media bribery exist, what are they? RQ3: Does a phenomenon of direct media bribery, such as cash for news coverage, exist in Ukrainian media? RQ4: If any forms of the media bribery exist in Ukraine, are they viewed as acceptable by communication leaders? Both public relations practitioners and news media professionals share responsibility as citizens in alleviating the social ills that are created by the existence of “cash for news coverage”. The study “Cash for news coverage: research in Ukraine” will provide the information on the credibility and bribery of Ukrainian media, give present Ukrainian communication leaders` (journalists and PR-specialists) opinions and perceptions on the number of issues related to media bribery, and become the part of one of IPRA Media Transparency Campaign’s strategy aimed to understand dimensions of issue through research. 6 Chapter 1. Literature review The news is something someone wants to hide from us, the rest is advertising [42, p.13] Public Relations and journalism: definitions, common and different aspects In the global arena, one of the issues in resolving the problem of "cash for news coverage" is in defining "journalism" itself, especially in a 21st Century multicultural and global environment. Kruckeberg discusses the complexities of journalism and the role of the journalist when he observes that we can be no more precise than to argue that "'journalism' is what 'journalists' do." He notes that a journalist could be a public affairs reporter of government activity or an advice columnist, an ideological interpreter of news for a propagandistic medium owned or sanctioned by an authoritarian government or a reporter for a commercially "controlled" medium. "Journalism" is defined in this study as "the process of reporting news," and a "journalist" is
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