In an election year, politicians often seek to use the media not only to promote their agendas but, in some cases, to advance narratives that run contrary to journalistic ethics. Journalists must remain vigilant and avoid being swayed or carried away by political rhetoric. It is essential that the media does not amplify statements that could jeopardise national peace and stability or threaten community cohesion.
The role of the press is not to echo divisive or inflammatory remarks, but to provide citizens with clear, factual reporting on policies and programmes. By doing so, the electorate can make informed decisions about which political visions are most likely to improve their lives and livelihoods.
Equally important is the principle of fair and balanced coverage. All political parties, including those in opposition, deserve equal access to the media. Coverage must be impartial, ensuring that no party is unfairly advantaged or marginalised.
The media is, and must remain, an independent institution. Independence, however, is not enough on its own; neutrality and the avoidance of conflicts of interest are equally critical. Journalists must not only be seen to act independently, but must demonstrate fairness and integrity in practice.
As the December election approaches, the responsibility of the press is clear: to inform, not to inflame; to educate, not to manipulate; and to serve the public interest above all else. In doing so, journalists will help safeguard democracy and strengthen the foundations of peace and stability in The Gambia