Journalists have been urged to avoid endorsing political candidates, especially during election periods, as doing so may compromise their objectivity.
This warning came from Oumar Zombre, a Humphrey Fellow in Strategic Communications at Arizona State University, following a media tour with journalists participating in an international reporting tour covering the U.S. presidential elections.
Speaking to CITE during a tour of the Public Broadcasting Service (PBS) facilities, Zombre said impartiality, fairness, transparency, and accountability are important for news organisations covering elections, cautioning that endorsements can lead to biased reporting.
PBS, a nonprofit corporation, provides educational and cultural programming to public television stations across the United States.
“We recognise that media organisations are businesses that need to generate profit. In some countries, leaders may attempt to control the media by bringing various outlets under their influence,” Zombre noted.
He highlighted that media endorsements of candidates can foster division, leading to polarization. “If the media endorses some leaders over others, this division can ultimately influence the electorate’s decisions based on biased information.”
Zombre added that the media’s primary responsibility is to serve the public interest rather than political agendas.
“The media should remain as impartial as possible in election coverage, prioritizing the public good,” he said. “When outlets promote political interests over those of the public, it creates issues not only for citizens but also within the broader political landscape.”
