SECTOR 4 The media practices high levels of professional standards. 4.1 The standard of reporting follows the basic principles of accuracy and fairness. The general consensus is that journalistic standards - in terms of accuracy - are improving. Panellists noted that print journalists especially try hard in this regard. However, mention was made of an incident in which a retail outlet (see indicator 2.13) demanded that a paper apologise for what was an accurate and honest article, in order for the newspaper to continue securing the supermarket chain’s advertising. “How can we have a newspaper retracting the truth?” Print journalists tend to narrate events, with inaccuracy or unfairness creeping in through the omission or distortion of information. Mention was made of a Times headline stating that there were only going to be two police officers presiding over the May Day celebrations, although this turned out to untrue. “They were pre-empting that there would be violence but this wasn’t correct and it was unfair.” Because the speeches of ministers are routinely broadcast on radio, possible journalistic inaccuracies are minimised . “Generally state radio does follow these basic principles, except where the state interferes.” A code of ethics for journalists exists, adopted by the Swaziland National Association of Journalists (SNAJ) in 2007, but the organisation is largely defunct and this code is hardly followed or enforced. Panellists felt that issues around fairness were more problematic and the media “faced serious challenges in this regard”. “Sometimes journalists or editors sensationalise the news, which leads to them making judgemental statements instead of simply stating the facts. In order to sell more newspapers, they may use eye-catching headlines, which are not necessarily fair.” “Fairness depends on which side you are on. Some people feel that if something does not suit them, it should not be reported on.” 56 AFRICAN MEDIA BAROMETER Swaziland 2014