TV and radio more popular than newspapers-survey

By Kishali Pinto Jayawardena

Some months back, a Malaysian producer visiting Sri Lanka to film a documentary on incest

who was wondering out aloud why is it that journalists invariably focus on questions such as these in a factual sensational manner, rather than analysing the underlying issues, immediately interrupted herself with a wry smile, saying " Well, I suppose it's a sad fact, but the media delivers what the public wants."

She might have been interested in the contents of a recent survey released in a publication put out by the International Centre for Ethnic Studies ( ICES/Kandy ) which make pessimistic reading for the idealist believing in a more educative role for the media. Rather colourfully described a Knowledge, Attitudes, Practices and Needs survey in relation to the press, television, radio and public posters, it concentrated on a sample of 1, 371 Sri Lankans asking them to answer to such provocative questions such as "Who reads newspapers, watches TV and/or listens to the radio ? What do they read, watch or listen to ?How regularly do they read, watch or listen ? From where do they obtain their newspaper copy for reading ? Why is it that some do not read newspapers regularly ?".Though meant to be representative, it is apparent that the survey has been projected to the Sinhala speaking readers in the main with a sample of 1, 371 Sri Lankans being interviewed, among whom the proportion of English newspaper readers appear to be too low to come to any finding. The fact has to be also kept in mind that quite apart from the conceded 3% margin of error, the findings of opinion polls such as these in Sri Lanka have been found to have limited usefulness given the reluctance of the average Sri Lankan to return direct answers to the questions asked.

Nonetheless, the survey comes to some interesting findings. Predictably perhaps, its findings indicate that the more sensational type of news (i.e. reports of crime, personal tragedy and other 'human interest' stories) ranked among the most preferred reading. Reports on Sri Lanka's ethnic conflict and national political news came second and third while entertainment news followed fourth. Interest in the more serious kind of writing reflected in editorials and feature articles on topics such as the environment, health, law and science were given an unexpectedly low rating with foreign news also receiving only a rare mention. Sri Lanka's much vaunted literacy rate was apparently not worth the paper on which it is quoted, a confirmation perhaps of the fact that we deserve the bad governance that we have famously got through the years.

That is, undoubtedly, not the end of the matter. As my conversationalist went on to emphasize, the burden is on the media to pass the message without labouring it, a task which is easier said than done. And the idealist need not completely despair. One aim of the media has always been to reach the policy makers as well as the public so that changes will be made that will filter down to the masses, a regrettably top bottom approach but a necessary evil in the circumstances. All this requires, of course, a professional media that takes itself and its work seriously. Critical analysis of the media is essential for this purpose.

The ICES publication titled "Studies on the Press in Sri Lanka and South Asia " which is a collection of essays by various contributors, is welcomed in this context. The survey findings which have been summarised and commented upon by SWR de A Samarasinghe, an economist by training and a founder editor of the Kandy News, a bilingual regional monthly newspaper, in the last chapter to the volume contains some further interesting disclosures on popular participation in mass communication and the people's perceptions on the press and its effectiveness. It notes that only one third of those questioned stated that they read the daily and the Sunday newspapers regularly. The main reason for not reading the newspapers was given as "no time" while the high cost of subscription followed a close second. Only a minimal percentage of 11.1% gave bias as an outright reason for bypassing the press. Obvious gender differences were found only in respect of regular reading of news on sports, economic affairs and reports on parliamentary proceedings drawing greater attention from men, with articles on the arts and women's affairs attracting women.

Meanwhile, answers to a question which was posed, namely " Do you feel that the Sri Lankan newspapers publish what ought not to be published ?". has yielded an interesting harvest with about one fourth of those interviewed giving a strong "yes" to the question. Here again however, the warning has been made by Samarasinghe that the above answer has to be interpreted cautiously as it is an extempore answer that may mean very little unless probed further. One would have liked however, if the reasons for such an answer had been investigated further by the conductors of the survey, undoubtedly, it would have thrown up some points for discussion.

It is also interesting to observe that when asked why a particular newspaper was read in preference to others, the majority of persons surveyed had replied that " reliable and comprehensive news" was their main criterion. Second, third and fourth came "absence of political bias", "I have been reading that newspaper for a long time" and " it defends public interests." Though " freedom of governmental control" had been given as a preference, it is noteworthy that few had chosen this as a priority. An inference has been therefore drawn by Samrasinghe that the majority of Sri Lankan readers feel that there is no harm in giving the government a specific media voice so long as the private sector media firms are allowed to function in freedom.

Proceeding from the press to the other forms of mass media, data on radio listeners indicate that radio clearly maintains the maximum penetration with almost everybody in the country having access to an outlet. This was in contrast to the fairly low level of newspaper readers indicated. With a reported 67% of the nation's households owning a radio receiver, two thirds of the sample claimed that they "regularly" listened to the news and current affairs programs on radio with a somewhat surprising 40% stating that they listened to entertainment or religious programs either regularly or occasionally. The statistical results on TV again clearly showed it as the emerging medium, accessed by more than half the population. Samarasinghe points out the relationship of the younger generation to the mass media as indicated by the survey could be a precursor of things to come where many consider TV to be an adequate substitute for the more substantial sources of information contained in newspapers. "Perhaps, in time, Sri Lanka would be no exception to the 'sound bite' era of mass communication" he says.

The other essay of primary interest in this climate of lobbying for media law reform is the commentary on the Regulatory Framework for the Press in Sri Lanka written by UN Rapporteur on Violence Against Women, and author of several authoritative works on constitutional law and the role of the judiciary, Radhika Coomaraswamy. Her essay opens with a quotation from submissions made on behalf of Article 19 , the International Centre Against Censorship at the 50th session of the United Nations Commission on Human Rights in Geneva. Though made in February 1994, many journalists would agree that the comment which is to the following effect is becoming increasingly relevant in 1998

"The Article 19 mission to Sri Lanka found ample evidence to support the claim that the hand of government operates in virtually every sphere of society and outside the context of law to abridge the right to freedom of expression. This may be accomplished through exerting economic and financial control, threatening ostracism or actually perpetrating violence against an individual, a publication a group of publications or a nongovernmental organisation working in the area of freedom of expressions. As a result, it can be said that a systematic and entrenched culture of censorship permeates all the institutions of society".

Coomaraswamy traces the history of the press from 1947 to 1996 with specific emphasis on the historical development of government regulation of the media, and goes on to outline the international obligations that Sri Lanka has been placed under by virtue of the International Covenant on Civil and Political Rights, making the point that our constitutional guarantees fall far short of these international standards. Commenting on the new constitutional reform proposals relating to freedom of the press, she points out very strongly that despite the guarantee of rights under the present Constitution and the proposed Constitution, only a strong policy of judicial review would ensure that enactment's by the legislature and/or the executive would not curtail freedom of expression, and that though the judiciary has been traditionally cautious in this respect, active judicial intervention to protect fundamental rights has now become a greater possibility. The Ratnasara Thero case, the Joseph Perera case, the famous Wadduwa case and the Sri Lanka Broadcasting Authority Case are mentioned. Specific legislation militating against the functioning of a vibrant media is analysed, detailed attention being given to the Press Council Law, Penal Code provisions relating to defamation, Parliamentary Privilege and Emergency Regulations. The author closes with the comment that the difference in the position of the Supreme Court in the 70's and today with regard to issues of freedom of speech and expression reflect major changes in Sri Lankan society. She points out very opportunity that while on the one hand, the judiciary is showing a greater tendency to intervene to protect these rights, civil rights and media freedom activists are bestirring themselves to challenge draconian measures more strongly as was very evident in the Broadcasting Authority Bill case when they joined hands with concerned lawyers and interested broadcasters. The essay ends on a note of optimism that "though intimidation and harassment continue along with abuses of power by strong governments, there is now a constituency which will confront and challenge these excesses, sometimes with a measure of success .It is a hopeful future for press freedom."

The rest of the volume contains material useful for the individual concerned with the history of journalism in the country with essays compiled by academics distinguished in disciplines such as history, geography, economics and language. It includes two contributions on the Press in South Asia and the Media in Sri Lanka- Recent Trends of Change by G.H. Peiris, who is also the editor of the volume. Two comprehensive inquires into the origin and development of the Sri Lankan press and the taming of Sri Lanka's National Press (1960-1974 ) by K.M. de Silva, and some informative articles on the Sinhala & Tamil press by K.N.O. Dharmadasa, J.B. Disanayaka, S. Coperehewa, P. Muthulingam, and S. Thillainathan have also been featured. An Indian perspective into the matters in issue is given by New Delhi based journalist Neeraj Kaushal.

One point remains to be made. The publication of this volume has to be welcomed in this day and age where serious attempts are being made by media people to fashion for themselves a new spirit of accountability and responsibility. The essays with all their insights into the functioning of the Sri Lankan mass media ought therefore be read.What has to be kept in mind however is that the publication of such deep and profound essays on which much thought and care has obviously been expended, "like all the King's horses and all the King's men" will achieve little if they do not filter down to the actual practitioners in the field who are the individuals making the actual decisions and coping with the actual problems and temptations that journalism poses to the unwary.This gap in communications is reflected in the number of seminars that are held on the media which very few media people themselves attend and which have minimal effect on the functioning of the media.Publication of volumes like this, with minimal input from practising journalists tend towards the same fate.Why, may one ask, in compiling a volume on the Sri Lankan press, is it that the compilers never thought of including at least one contribution by a senior practising journalist in the Sri Lankan media scene ? Ironically enough, the one such contributor is a non local, a professional journalist who is an Indian rather than a Sri Lankan.While one cannot dispute the right of concerned observers to dissect the Sri Lankan media and the why and wherefore of its existence, a perspective from an insider might have more nicely rounded this volume of essays and given it a more practical tinge. Essentially, it remains therefore, a collection of outside perceptions with all its concomitant disadvantages.

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