We are talking about the media and journalists. In the history of humankind, and no less so in South Africa’s turbulent history of colonialism, apartheid and the struggle for democracy, the media has played a key role in shaping and recording events and public opinion. In its various forms, it has provided a voice for the powerful and for the oppressed and voiceless.

In South Africa, we faced the challenge of deepening a post-apartheid democratic order ushered in by our 1994 national and provincial elections. Key components of strengthening our democracy are entrenching free, fair and regular elections, and maintaining a diverse, independent, ethical and professional media that reinforces access to information and freedom of expression.

The role of our mainstream media has shifted dramatically from a formerly traditional ‘uninvolved observer’ role to a more active ‘civic journalism’ role. With the advent of the on-line media and increasing access to information, journalists are no longer the gatekeepers to information that few others could reach. The evolving role of being a civic journalist in the print, broadcast or on-line media challenges us, for example, to:

• Seek out rather than tell the news.
• Promote discussion of public issues.
• Inform people on their civil, political, social and economic rights.
• Encourage people to organise and find solutions to pressing issues.

A good example of civic journalism has been the community radio sector. It has developed into an important voice for many communities in reaching areas and touching issues that other media often do not reach. Community radio stations made a vital contribution in our various post-1994 elections. They served communities where many people do not read or do not have access to newspapers, or have no access to a variety of political party campaign media.

In 2007, 152 of South Africa’s 191 radio stations were community radio stations.

The Media Monitoring Project (MMP) concluded that most of our media has tended to focus on the events of elections – like rallies, meetings and court cases – but often ignored issues like housing, services and the economy. Community radio stations were generally seen to pay more attention to these issues than the public broadcaster and commercial media:

"Community stations faced the challenge of reporting the elections with their communities’ interests and the democratic process as their primary concern. Election coverage by community stations was not only about fairness and diversity, but about developing a democratic culture and learning to participate in a democracy."

In our 2009 elections and beyond, the media has a pivotal information, analysis, debate, discussion and watchdog role. As journalists covering the elections, you bear the responsibility of promoting the values underpinning our Constitution, such as equality, non-discrimination, human dignity, tolerance and a respect for diversity.

In the public, commercial or community sector where you may be active as journalists, you all have a responsibility to take on this broader, complex role that challenges you to:

• Be an independent, critical and non-partisan voice during the election period.
• Represent the views and concerns of voters in the lead-up to elections.
• Inform, motivate and educate communities around the elections.
• Present information and debate on political party policies and current issues.

Once again, the media has an historic responsibility to continue to play an active role before, during and after the 2009 national and provincial elections:

• How do you play an ongoing independent role around the elections and in deepening our democracy in a changing political landscape?
• How do you assist with continuing voter education on voter registration, how to vote and other voting rights like protection from intimidation?
• How do you help voters to make an informed choice about whether to vote and which party to vote for?
• How do you encourage people to get actively involved in taking up and participating in local and national issues after elections?

As South Africans, we have entered an unprecedented pre-election period faced with a wider range of choices and an exciting, yet politically volatile climate. An experienced journalist, Zubeida Jaffer, captures what this moment means for us:

"The media will have to navigate the changing political terrain artfully. Its responses can either encourage the worst inclinations among all of us or help to bring out the best. In the interests of building a respected and solid media practice, it will need to be seen as fair, conducting itself without fear or favour. We are poised on the cusp of a great opportunity that will test our ability to respond with great maturity as never before."

Cape Times, 8 January 2009