Robert KuŸma, aged 27, an English teacher and lecturer, currently working at the University of Bia³ystok and the University of £ódŸ teaching American Studies, the history of the Cold War and practical English subjects.
Answers
- My gut reaction, and an immediate thought that springs to mind, when asked about the role of the media would be to think of their informing role. This said, however, it seems impossible to even try and divorce the mass media from their self-imposed duty to entertain as well as to educate ‘the masses’. Analyzed as a whole, the contemporary mass media seem to be performing all of these functions. Due to their ever-increasing specialization, or ‘demassification’ as somebody nicknamed this trend, we - the receivers/consumers of the media - have to consciously pick and choose, tuning in to channels that are more information-, entertainment- or education-oriented. Being a trifle evasive, let me say that while all these functions are indeed vital, it is fair to expect a bit more sophistication and a more thorough dedication to the so-called public mission from public TV channels. As I understand the term, it is the mission to educate instead of feeding low-brow and low-quality mass entertainment to viewers or readers. So far the challenge to educate has not been picked up by any Polish commercial TV or radio station, and from a purely intellectual perspective, their content leaves a great deal to be desired.
- The urge to maintain the highest possible standards should indeed apply to all and sundry, and not only to public service broadcasting. This much is certain. As far as shaping public taste is concerned, it is necessary to be aware of the fact that mass media equates mass influence. The influence exerted by the mass media, be it the press, the TV or the radio is truly staggering. While it is not true that it is the business of the media to try and sway public opinion in any way or direction, it often happens anyway. Suffice to say, that even by choosing one item of news over another, the reporter or journalist makes a conscious decision that can and usually does have a certain effect. Therefore, the media are powerful agenda-setters; to a large extent it is up to them what the political or cultural agenda will be in a given country.
To answer the last question is particularly difficult for it all hinges on the type of media in question, the way they understand their ‘mission’, and last but not least, their own level of professional responsibility. Simplifying the issue, it seems justified to claim that media should by all means be responsive to people and be able to tap into their needs and tastes but at the same time the media should not shy away from their role as mass educators.
- Full objectivity is the Holy Grail of journalism - a much-sought after ideal that everyone understands and wishes to attain but nobody has seen or experienced in practice. The way I see it, being fully objective does not seem workable for a number of reasons. It is enough to say that by favouring a certain format of news or by the very choice of items of news to be covered one is capable of distorting and colouring reality. I have addictively been watching the main evening news bulletins as presented by TVN – a commercial TV station and the ‘First Channel’ of Polish public TV. To my great enjoyment, the way they cover one and the same event is often totally different. Also, the very items of news they cover differ a great deal. They present to us the kind of reality that has already been filtered by the journalists in charge of the news sections of the respective TV stations mentioned above.
Journalists can present their own points of view as long as they make it abundantly clear that the opinions presented are theirs and theirs alone. There should be a clear dividing line between reporting facts and commenting upon them.
- Being reduced to the thankless role of imitators and not trend-settlers the Polish media do not stack up too favourably against foreign. Inundated with an enormous invasion of American programmes, sit-coms, and other TV formats, the Polish media do not have enough strength or ability to stand up and fight by producing our own programmes, tailor-made for our cultural tastes. The future doesn’t seem to hold anything better in store for us in this respect. Our fate is already sealed – we are doomed to watch dozens of other foreign programmes that we haven’t seen yet. Or have we?
- I will not be reinventing the wheel when I repeat the well-known axiom that self-censorship is the best form of censorship. This is especially true taking into account the fact that the media watchdogs can usually step in with their penal measures only ex post facto. Only after the damage has been incurred. They can dissuade broadcasters from similar ‘misdemeanours’ in the future but their hands are tied when it comes to actually preventing such incidents from happening. To me, the issue of censorship in the media goes hand in hand with the question of tolerance, especially that in Poland such cases are usually politicized and blown out of all proportion for political or religious reasons. Accusations of moral indecency or religious impropriety are, more often than not, motivated by some political or moral zealots who usually have a vested interest to do so. Such being the case, I would recommend a great deal of caution as well as a ‘bucket’ of salt when one hears such ‘revelations’. Let’s put some trust in the media and simply reprimand those who transgress against what is believed to be morally right. Speaking of the freedom of speech, Hansell B. Duckett had this to say:” What this country (America) needs is more free speech worth listening to”
- All these types complement rather than contradict one another. Collectively, they do a pretty good job of informing, educating and entertaining people, leaving them both the right and the opportunity to choose whatever it is that tickles their fancy. We have a number of effective tools to defend ourselves against unwanted programmes or newspapers. Channel-surfing or ‘grazing’ is one of the favourite pastimes of the proverbial couch potato. Personally, I do have my own preferences. Interestingly enough, I never listen to any Polish radio stations - I think their quality is rather pitiful with very few exceptions, if any. As I can pick up all the BBC radio stations in digital format my choice doesn’t need any further justification. BBC Radio 4 offers an unsurpassable quality in its programmes with ‘tons’ of analyses, debates and discussions.
When it comes to the print media I buy the Polish weeklies ‘Polityka’ and ‘Forum’ on a regular basis and subscribe to Newsweek International for up-to-the-minute commentary on world events. In terms of TV I watch it mostly to catch up on some news and current political issues. Occasionally, I abandon myself to some of those ‘less sophisticated’ programmes as well. No names shall be mentioned, though, not to give those programmes a plug.
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