Does journalism fully follow its principle norm? (6)

According to J.McManus, the principle norm of journalism is that of public enlightenment. This means the primary aim for any form of journalism is to inform its readers on current affairs. It should also culturally and socially better our society by keeping consumers fully informed.

“At most newspapers, the proportion of the budget that goes into reporting is well below 20 per cent,” (Squires. 1993). Therefore if the main aim of journalism is to enlighten surely far more money would need to be driven into the discovery and development of news production itself.

According to McManus about 70 per cent of the average newspaper is advertising.”

During a level one lecture regarding the editorial production of Cornwall Today magazine, Editor Kirsty Newton informed us that at least 40 percent of the magazine had to be used for advertising space. If magazines are losing copy to make room for adverts its impossible to say its principle norm is being fully followed.

It is accepted that the principle norm in business is maximum profit over an indefinite period ( Main and Baird. 1981)

On looking at McManus’ model of commercial news production, we can see that news is mostly determined by outside influences. These outside influences, be it from investors or from consumers, can help determine the growth and staying power of a news company as a whole.

Public enlightenment is only a very small amount of what the journalistic tool actually does. It is fair to say that it’s impossible to follow the principle norms in journalism if the principle norms of business are not first followed, for without financial backing and targeted attraction of the right audiences, it’s impossible to even start to enlighten consumers.