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Practice what you preach

Delwar Hossain Arif
THE editor of the daily Prothom Alo, Matiur Rahman, in the inauguration ceremony of a media firm related with training and research of journalism, highlighted the ensuring of a corruption free and responsible media in Bangladesh. His point drew the attention of readers, academics and general people of Bangladesh.
Despite the fact that media in Bangladesh are very vocal in highlighting the news and opinions on corruption of different people and institutions, there is not much coverage on the corruption in the media sector. Accordingly, it is relevant to ask: Are the media out of circle of corruption in a country like Bangladesh, which ranked as the top most corrupt country for several years? Are the media faultless?
These questions have not been raised in our country only. There is worldwide concern about the issue, and the media themselves have been asking these questions. The Guardian, one of the largest, oldest and most reputed newspapers in the world, is the pioneer in this process.
The management of The Guardian believe that the most important asset for survival of the media is the trust of their readers and viewers. They also think that if the media do not ask questions about their own functions, and let the society know about it. they have no right to ask questions about the society.
As a mirror of the society, the media should start with seeing their own faces in the mirror. The Guardian authorities also think that most of the media perform their corporate responsibilities in the name of so-called social responsibility of the press. It is an undeniable fact that most of the media of the world are part of big corporate business organisations, and they believe in social responsibility of the press in words only, not in actions.
The fact is that performing social responsibility through news and opinions depends on the perspectives of individuals. For example, something that is considered as socially responsible by some may be considered totally irresponsible by others. So, the management of The Guardian think that the media, to perform social responsibilityin a real sense, should pay attention to some issues.
For example, as corporate organisations, the media should ensure transparency and accountability in the internal activities of their offices. As an example, it can be said that in Bangladesh many media houses offer poor salaries to their journalists. This is definitely against the spirit of social responsibility of the press. There is a saying that "charity begins at home," so social responsibility of the press should start from the offices of media houses.
The media should maintain transparency and accountability in publishing news. In each media organisation, there should be an editor who will deal with
complaints from readers. A report (Social Audit) should be published at the end of the year on the activities related to maintaining transparency and accountability within the media house.
An independent auditor will evaluate the activities of the media and submit a report, and the media house should publish it. If the media house has a website, then it should post that report on the site.
The Guardian has been publishing these social audits from 2003, which has drawn the attention of readers, media researchers and academics all over the world. It published its sixth report in 2008. With this social auditing system, the long debated issue of implementation of social responsibility of the press is going to end.
The media in Bangladesh can start the social auditing system following the steps of The Guardian. In this way, they can curb corruption in their organisations and ensure accountability. Overall, the media can earn the people's trust and praise, which are the main capital of media business. Delwar Hossam Ait is an Assistant Professor and former Chairman. Department of Communication and Joumaism of University of Chittagong, and is now pursuing higher st--d.es in the US