SECTOR 4 Scores: Individual scores: 1 Country does not meet indicator 2 Country meets only a few aspects of indicator 3 Country meets some aspects of indicator 4 Country meets most aspects of indicator. 5 Country meets all aspects of the indicator Average score: 2.7 (2009: 2.3; 2007: 2.6; 2005: 1.3) 4.2 The standard of reporting follows the basic principles of accuracy and fairness. Principles of accuracy and fairness are followed only partly. The dilemma seems to be that “so-called ‘serious news’ does not sell”. “We [journalists] cannot go and be very deep in politics because that it is a no-go area. So you end up being forced into the kind of news that doesn’t necessarily contribute to national development, but sells newspapers. The stricter the environment gets, the worse this kind of journalism becomes. We are not addressing the real issues, rather we are trying to avoid the issues as much as we can.” When there are “scandal headlines”, the papers sell very well. Since the beginning of 2011, though, as the country’s political and economic problems mount, newspaper readers seem to be looking for stories “around issues affecting their lives”. Not all panellists agreed with this view. “What we should look into is the lack of interest from the public in issues that really affect them. They only want to read about the King’s scandals. That doesn’t help us. Civil society doesn’t sell. If you put a story about the unions on “We [journalists] the front page, it won’t sell. Why aren’t the members of the unions cannot go and buying that newspaper?” be very deep in politics because that it is a no-go area. ” A lack of trust in and understanding of the media seems to be the answer to that question. Trade unionists give a story to journalists only to find it “partly twisted or edited” when it is published or broadcast. “Most of the content (of the press release) is edited to such an extent that it becomes a waste of time to send press statements to media houses.” “Everyone can see the economic situation is worsening. There is desperation written everywhere. Where the media positions itself is going to be critical. I can 58 AFRICAN MEDIA BAROMETER SWAZILAND 2011