The Media misled SA on the FNB “Ad Campaign”

2013-03-08 10:41

I am one of those who took to the social network my disgust upon finding out through the media the stance our government has taken on the recent “You can help ad campaign” by the First National Bank.

To be precise I will code one of the comments I made on one of the social networks “ FNB is not an opposition party therefore they cannot be instructed on how to do their adverts....so what...if a kid was used to get the message across & ( she surely did, successfully even). Like many...when I first watched that advert I was touched. But now because “our party”- ANC which you and I love so much is continuing with the habit of reading too much into every public utterance...we now have to pause and rethink the message. The message in the advert reflects everything that is of today’s experiences”.

Based on the information the media fed the public, many of us saw nothing wrong with the Ad the FNB put together. This ad shows a very passionate young girl addressing the challenges and encouraging South Africans to help one another.

Everybody started talking about this advert until both the ANC and the ANCYL started rubbishing the advert and accusing the FNB of treason. As said above, based on the information we were fed by the media, we made our own judgements and responded to the attacking statements the ruling party made to FNB.

In the wake of all these, nothing about the internet clips which were part of this FNB campaign were talked about in the media. Even when there was any information about them it was never made sufficient enough for the public to know about.

This therefore shows total biasness of the media in covering some of the stories, like the FNB ad.

The information about this clips only started making rounds in the wake of the talked about meeting that the ANC was to hold with the FNB leadership on the matter.

The fact that FNB leadership sent a “sms” to Mrs. Motshekga, the Basic Education minister, to apologise for the nasty comments made about her in one of the clips calls for concern. The fact that one of the  clips portrays our beloved country South Africa as the only country where the pizza man arrives before the police calls for concern and suffice to say the ruling party had every right to rubbish the campaign.

The fact that the FNB decided to pull out these clips from you-tube gives enough reason to those who did not see these clips to believe there was definitely something wrong with them.

But was it not the media’s responsibility to fully cover or report on this story. The media instead decided to report one version of the story.

The media’s role is to be the society’s watchdog, in particular over the government. It has to report on any wrongdoing and challenge attempts at concealment of truth from citizens. The same should also apply when dealing with other matters regardless of whether it is government or not.

The media seems to have failed with regard to the former role. One then gets a view the media was biased in reporting the FNB ad and it has let the nation down.

The media needs to play its role in making sure the information they provide is accurate and fair. What happened to adhering to the basics, visiting those checklists and editorial policies?

Reporting in the most accurate and fairly manner further helps your readers to make informed judgements. Simply put, our judgement as media consumers has to be backed by accurate and fair facts.

South Africa deserves better.

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