The focal point of the campaign is the upcoming elections to the Danish Parliament and the European Parliament, and the main message is that responsible journalism helps ensure that Danes have an informed basis when going to the polls.
With the campaign “Several Sides”, the Danish Media Association wishes to focus on the significance of the media in a democratic society and the difference between journalistically edited media and social media.
This is particularly relevant in a time where misinformation and fear of foreign influence are a part of the agenda up to the elections to the Danish Parliament and the European Parliament.
“We have three focus areas with the campaign. To promote reflection and discussion on the role of the media in society and to show that there is a need for media with a more informative rather than commercial aim. To draw attention to the value of journalistic media compared to social media – among other things by focusing on how good journalism covers several sides. To point out that journalistic media takes responsibility. That they have editors-in-chief, who are responsible for the content and are prepared to correct when errors happen,” says managing director at the Danish Media Association, Morten Langager.
Many Danes get their news from social media, where most things can be aired uncritically. Abroad there has been attempts to influence free elections through social media – also by spreading misinformation. At the same time, the mechanisms of social media are designed in such a way that the user will primarily be exposed to the type of content he or she has already liked – and thus agree with.
“The journalistically edited media has therefore, more than ever, an important task in society – also up to an election. Every healthy democracy needs journalistic media, which sees things from several sides, and sees it as their task to separate the wheat from the chaff, investigate claims, inform, ask questions, nuance and seek answers. But also media that can and will be held responsible,” says Morten Langager.
Background
On the “Several Sides” campaign
More than 200 media titles across weekly newspapers, local newspapers, trade media, special media, daily newspapers, magazines, net media and local radio stations bring advertisements in the period leading up to the general election. Both the Danish Media Association and its members are senders of the campaign, which has been developed in cooperation with the advertising agency Mensch.
For more information, see www.fleresider.dk [1]
The three focus areas of the campaign:
A healthy democracy needs media with a more informative rather than commercial aim
The ambition is that the campaign creates reflection on the task of the media in the democracy. Today, many Danes have social media as their main source of news. But when the algorithms of the social media determine the content, the consideration of the advertisements comes first. Therefore, there is a need for media with a more informative rather than commercial aim. Media that fact checks are critical and enlighten several sides.
There is a difference between journalistic and social media
There are numerous key differences between journalistic and social media. Social media are edited by algorithms, which select and sort the content based on the user’s interests and likes. On the other hand, it is a basic premise in the journalistically edited media that every case must be covered from several sides. Above all, this provides for a more informed foundation in everyday life – and in the polling stations.
Journalistic media takes responsibility and can be held accountable
On journalistically edited media, editors-in-chief take responsibility for the content, make choices and act – also when errors occur. The Danish media are subject to the Media Responsibility Act and thus the Press Board. As a citizen you can complain if you experience an unfair treatment in the media. This opportunity to complain and hold media responsible separates the journalistically edited media from the social platforms.
Contact: Chief of Publishing, Jesper Jürgensen, +45 3065 2950
(https://www.fleresider.dk [2])
