In addition to their function as news reporters, media outlets have a number of other roles. Their success in fulfilling these roles depends on the ability of these outlets to gain public trust. World best practices suggest that levels of trust are connected to levels of credibility, and to the media outlets’ history in honesty.
The Jordanian Media Credibility Monitor (AKEED) developed a group of standards based on ethical principles and professional rules that are abundant in international advertising and charters, as well as best practices in the most veteran global institutions. This is in addition to Jordanian legal frameworks and charters of self-regulation practices for journalists and Jordanian media professionals.
These standards are concerned with examining the credibility of media outlets; that is, the overall performance of an outlet over a specific time period, rendering AKEED’s work more professional, rather than merely settling for checking news materials.
AKEED aims to make use of these standards in preparing monthly reports, qualitative reports and research studies that it conducts for long-term verification purposes, sectoral verification and determining the types of press coverage in the context of credibility and professionalism.
First: ethical principles
- respecting human dignity and the value of human life.
- refraining from justifying evil, sin, crime, wrong deeds.
- curbing the practice of filming activities directed against society.
- refraining from showing details related to acts of cruelty, physical weakness, torture or abuse.
- refraining from defaming religions.
- avoiding the publication of harmful sexual or pornographic content.
- avoiding the abuse of the private lives of individuals.
- avoiding insults to personal dignity.
- avoiding the use of inappropriate language and content.
Second: public service and benefit
- commitment to active legislation.
- abiding by ethical journalism principles and codes of conduct set by the Jordanian media society.
- giving priority to covering local issues and affairs.
- refraining from publishing or broadcasting content that calls for or incites violence, or encourages the spread of crimes.
- commitment to unifying national identity, and to the local culture.
- avoiding the dissemination of hate speech.
- respecting family values.
Third: follow up
- tracking and following up on events and not stopping at reporting the initial news.
- following up on the repercussions of events.
- publishing detailed reports.
Fourth: commitment to human rights
- commitment to the causes and issues of local, regional and global human rights.
- commitment to the causes and issues of marginalized societies.
- commitment to the causes and issues of special groups like children, the disabled, seniors and the inhabitants of remote or marginalized areas.
- commitment to the causes of women and gender.
Fifth: supervisory function
- Level of interest in content regarding good governance.
- discussing causes and issues on corruption and damages to public property.
- discussing causes and issues of negligence and falling short of performance in public affairs.
- publishing investigative journalism reports.
Sixth: avoiding selectivity
- avoid selectivity in dealing with sources.
- avoid selectivity in the subjects that are covered.
- avoid ignoring coverage.
- avoid ignoring the news related to particular institutions, groups or individuals.
Seventh: diversifying content
- representing all the relevant political parties and powers related to the news coverage.
- representing all the relevant social and cultural forces related to the news coverage.
- diversifying content (structural analysis of the content of the media outlet).
Eighth: ensuring the right to respond and correcting mistakes
- allowing room to respond according to professional and legislative frameworks
- allowing room to correct information according to professional and legislative frameworks