Abstract
The mass media or the press occupies a central position in the society. It is basically involved in the information, education, and entertainment as well as cultural transmission. The enormity of the functions of the press makes it imperative for a guiding principles or code of ethics which includes objectivity. However, current practices in the media especially as pertains to conflict management negate this ethical standard or code, hence the imperative of this study which seeks to investigate how the media can engage in conflict management without breaching this cherished and longstanding principle. This study is based on the framing analysis theory and the agenda setting theory of communication. Using the documentary or historical survey method in the collection of data, it is observed that the media are naturally attracted to conflict and some journalists or media organisation use their position to fight individual or group battle while others blow some seemingly innocuous issues out of proportion thereby generating conflict in the society. It is also noted that the media sometimes play down, frame or slant some facts to avoid escalation of conflict. All these negate the principle of objectivity. It is therefore recommended that the media should at all times value, uphold and apply objectivity in all its reportage, by separating facts from comments, for effective conflict management. The media should also embrace proactive conflict management approach, peace journalism, investigative journalism and agenda setting for peaceful resolution of conflicts.
Highlights
In recent past, there have been serious controversies over the practice of the mass media vis-a-vis adherence to ethical codes of the profession
This study has taken a look at media objectivity, conflict and conflict management as well as the role of the media in conflict management
It reviewed some conflict situations that occurred in Nigeria in 2002 and in 2006, looking at the causes, the role played by the media and how they would have been avoided through an effective gate keeping function
Summary
There have been serious controversies over the practice of the mass media vis-a-vis adherence to ethical codes of the profession. These controversies have made many, both within and without the media circle, to lose confidence as well as have serious doubt on the mass media. The credibility which was earlier enjoyed by the media inspired early communication theorists to assume the position that the mass media are capable of creating a very powerful effect on the audience compared to that of a bullet released from a gun—the magic bullet theory. Some attempts by communication scholars to restore the media image by enhancing the credibility through enforcement of the media ethics, especially as pertains to objectivity, have become more challenged due to current demands of the media in conflict management, the imperative of this study to assess how the media can maintain objectivity while at the same time involving in conflict management both within the media industry and in the larger society
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