In cooperation with the Committee of Concerned Journalists, Kovach and Rosenstiel assemble the consensus in the field of journalism about what it is that journalists do. They then examine how each of those principles are affected (possibly even under threat) by the "new media" we face today.
What Kovach and Rosenstiel set out to do here is very ambitious: to outline a set of principles that define the very best journalism, to frame those principles in centuries of journalistic tradition and decades of recent history, and to explain how these principles apply to the news as we know it today. They are:
# Journalism's first obligation is to the truth.
# Its first loyalty is to citizens.
# Its essence is a discipline of verification.
# Its practitioners must maintain an independence from those they cover.
# It must serve as an independent monitor of power.
# It must provide a forum for public criticism and compromise.
# It must strive to make the significant interesting and relevant.
# It must keep the news comprehensive and proportional.
# Its practitioners must be allowed to exercise their personal conscience.
Kovach & Rosenstiel elaborate on what these principles mean, and in doing so illuminate not only the deep confusion journalism itself feels toward terms like "truth" and "objectivity," but also explains the origins of those terms and how to best understand them. They paint an profile of journalism as it might be, in its most refined form. The book is, quite simply, an outline of journalistic virtue in a form than, it is hoped, journalists will be able to apply to their jobs and citizens will be able to apply to understanding the news.
Above and beyond other principles, K&R specify two as being so fundamental to journalism as to disqualify any forms of communication that fail to pass muster: verification and conscience. Implicit in all principles, they distinguish the journalist from the mere entertainer or propagandist.
Verification is the core of journalistic "objectivity," a term that K&R emphatically assert has been misused by the media. Objectivity, they assert, is not a position, but a process very much like science:
"When the concept originally evolved, it was not meant to imply that journalists were free of bias. Quite the contrary. the term began to appear as part of journalism early in the last century, particularly in the 1920s, out of a growing recognition that journalists were full of bias, often unconsciously. Objectivity called for journalists to develop a consistent method for testing information - a transparent approach to evidence - precisely so that personal and cultural bias would not undermine the accuracy of their work."
Put more simply:
"In the original concept, in other words, the method is objective, not the journalist. The key was in the discipline of the craft, not the aim."
To this end, K&R list guidelines to ensure that reporting never strays into the realm of interpretive fiction, devoting several paragraphs to elaborating each:
1. Never add anything that was not there.
2. Never deceive the audience.
3. Be transparent as possible about your methods and motives.
4. Rely on your own original reporting.
5. Exercise humility.
Conscience, on the other hand, is a more subtle matter, which K&R approach in a more circumspect manner. The book routinely emphasizes that good journalism fulfills a duty to citizens, rather than to "consumers" or to stockholders. The business of the news must, in other words, stand on the foundation of reporting that is not beholden to interests above that of the public good.
"Still, the idea that journalists serve citizens first remains deeply felt by those who produce the news. The question "For whom do you work?" elicited a particularly strong response among journalists we interviewed. More than 80 percent of them listed "making the reader/listener/viewer your first obligation" as a "core principle of journalism" in a 1999 survey on values by the Pew Research Center for the People and the Press and the Committee of Concerned Journalists. In separate, open-ended in-depth interviews with developmental psychologists, more than 70 percent of journalists similarly place "audience" as their first loyalty, well above their employer, themselves, their profession, or even their family."
Interestingly, K&R argue that opinion journalism and investigative journalism are a noble part of the journalistic tradition, despite their moral agenda, so long as they retain the emphasis on verifiable accuracy and transparency. According to conservative columnist Maggie Gallagher:
" 'I think it's possible to be an honest journalist and be loyal to a cause. It's not really possible to be an honest journalist and be loyal to a person, a political party, or a faction. Why do I say that? I think it relates to my basic belief that there is some relationship between journalism and one's perception of the truth. Once can believe that certain things, ideas, proposals, would be good for American and can openly state that. But to be loyal to a political party, a person or fiction means that you do not see your primary goal as commitment to speaking the truth to people who are your audience. There's a fundamental conflict of loyalty there.' "
Overall, K&R's book is exhaustively researched, heavy on citation, and brimming with both examples and proposals. It's a solid piece of journalism about the state of journalism up to and in 2001. Its failings stem mainly from the writing style, which varies from excellent to bland and redundant. My instinct is that one of the authors is a better writer than the other, and that they each wrote separate sections of the book. Nevertheless, this is a highly informative book that, despite being a few years out of date, correctly anticipates much of the current state of news culture and news practice.