Media manipulation and public interest: The journalist’s dilemma

By Fiifi NETTEY

Across the globe, the media is facing unprecedented threats, ranging from political interference and manipulation.

The 2024 World Press Freedom Index by Reporters Without Borders (RSF) highlights a growing hostility towards journalists and increasing attempts by governments and powerful economic actors to manipulate the media and control the flow of information at the expense of public interest.

The rise in media manipulation is dangerously contributing to a steady decline in public trust and confidence. According to the 2022 Afrobarometer survey conducted by the Ghana Center for Democratic Development (CDD-Ghana), only 40percent of Ghanaians expressed trust in Ghanaian media’s ability to report fairly and independently. This is a deeply worrying trend if trust continues to erode in the media’s vital role as the watchdog of society and the Fourth Estate of the Realm.

Recognizing the critical role of the media in a democratic society, the framers of Ghana’s 1992 Constitution dedicated Chapter 12 entirely to media freedom and responsibility. In particular, Article 162(3) provides that: “There shall be no impediments to the establishment of private press or media; and in particular, there shall be no law requiring any person to obtain a licence as a prerequisite to the establishment or operation of a newspaper, journal or other media for mass communication.”

This liberal provision was intended to promote media pluralism and encourage the growth of independent journalism. However, it has also opened floodgates for politically connected individuals and business moguls to establish media agencies, not necessarily to serve the public interest, but to advance partisan agendas and private commercial interests. As a result, media conglomerates have emerged, with many outlets subtly or openly aligned with political or corporate patrons.

Today, many Ghanaian journalists are caught in a dilemma—torn between serving the public interest, as demanded by their professional ethics, and navigating the pressures of ownership biases, editorial interference, and economic survival. This seeming tension has led to self-censorship in some quarters and sensationalism in others, all to the detriment of freedom and democratic discourse.

A senior colleague once remarked that while serving the public interest remains the core mandate of every journalist, fulfilling that duty today is becoming increasingly difficult. “We strive to meet society’s need for accurate, fair, and responsible journalism,” he said, and added “but a major challenge we face today is the growing influence of media owners.”

Many of these owners, having realized the immense power the media holds, have infiltrated the space—not necessarily to uphold journalistic values, but to ulteriorly advance personal, political, or business interests, often at the expense of the broader public good.

Linda, a devoted listener of one of the local radio stations, pointed out that while the media does serve the public interest, it does so inconsistently. However, she praised few of the media outlets for consistently broadcasting content that educate and inform the public. “I’ve been listening to them for over 10 years,” she said, adding “I always tune in during my drive to work and back and often call in to share my views. I also attend all their outdoor programmes—I feel like part of the family. It’s more than just radio; it’s a community.”

Francis Kokutse, a veteran journalist with over four decades of experience, emphasized the critical role of public interest journalism in a functioning democracy. “Public interest journalism is that aspect of media work that serves the public good,” he explained. Adding that “It involves holding individuals, governments, corporate entities—and increasingly, non-governmental organizations—accountable through investigative reporting and scrutiny.”

However, Mr. Kokutse lamented a growing trend where certain powerful groups are actively working to frustrate the efforts of journalists committed to upholding the public interest. “Those behind this manipulation understand the power of the media to shape public opinion and perception,” he noted. “They’ve mastered the art of using the media as a tool to distort facts and misrepresent events, ultimately influencing how the public understands key issues.”

He pointed out that government officials, politicians, corporate players, and even NGOs now engage in subtle forms of manipulation—ranging from selective sound bites and skewed data to emotionally charged narratives that mask the truth. “For instance,” he said, “a politician might cite statistics in the media to justify a policy, even if the reality contradicts the figures. Such tactics are used to sway public opinion and, ultimately, to influence policy decisions and government action.”

Mr. Kokutse highlighted a striking example of this trend: the systematic campaign to discredit investigative journalist Anas Aremeyaw Anas. “Some individuals have worked tirelessly to vilify Anas, questioning his methods to the point where even a court has passed judgment on his investigative approach,” he said. “Today, there are people who look at his work with suspicion—not because of the content, but because of the manipulation of public perception. In that sense, those behind the campaign have succeeded in undermining a critical voice.”

Michael, a trader, shared a personal experience that led to his loss of trust in the media. “One day, I witnessed an incident firsthand,” he recounted. “There was a journalist on the scene reporting on it, and I became curious about how he was covering the situation.

So I asked which media house he was from and made a mental note to tune in to their major news bulletin later that day.”To my surprise, the story I heard on the radio was completely different from what I witnessed. The way they reported the event was twisted, it didn’t reflect what actually happened. It felt like the facts had been manipulated,” he said, adding, “since then, I’ve stopped listening to the radio. I feel like the media no longer serves our interest.”

Kirtan Bhana, a colleague from South Africa, remarked that “dilemma and journalism are made for each other,” as it is often the tension within a story that gives rise to multiple angles and emotional depth. He noted that public interest story should be presented through balanced perspectives. “Media can sometimes be manipulated to provoke reactions or shape outcomes—whether positive or negative. But the journalist’s role is to deliver as many sides of the story as possible and dissect the dilemma using available facts.”

Bhana likened journalistic balance to the Yin and Yang principle of ancient China, emphasizing that truth in journalism lies in the harmony of opposing realities. He concluded by cautioning that the media must avoid becoming self-absorbed, acknowledging that they are not the sole custodians of information and communication in society.

If the media is to reclaim its role as a trusted pillar of democracy, there must be a renewed commitment to editorial independence, ethical journalism, and a rebalancing of ownership structures to ensure true media pluralism. The Ghanaian public deserves a media that informs, educates, and holds power to account, not one that serves as a mouthpiece for the powerful by allowing manipulation.

Karl Marx once argued that the media should be treated as a commodity in a capitalist society, produced mainly for profit and controlled by a wealthy few. The manifestation of that view is what is in practice today where the elites use media to manipulate public opinion and promote their interests, while journalists and creators do the work for the media owners to reap the profits and shape content to serve their agenda. In essence, media serves profit, exploits labor, reflects elite interests, and turns audiences into commodities. The owners of media and business moguls are using the media in a manner other than achieving the core values of media for development and servicing the interest of the public.

In conclusion, Mr Kokutse warned that if these trends persist unchecked, public interest journalism may be silenced, and bad policies would continue to go unchallenged. While journalists work hard to serve the public interest, it is crucial for media owners to refrain from interfering with editorial decisions. Allowing newsrooms to operate independently, ensure that they can effectively uphold democratic principles such as press freedom, accountability, and the protection of human rights.

The post Media manipulation and public interest: The journalist’s dilemma appeared first on The Business & Financial Times.

Read Full Story