The tricky issue of balance in the media
An interesting take on media balance is to examine how the media has dealt with the MMR vaccine issue. There is almost universal consensus in the scientific community that the MMR vaccine is perfectly safe and that administering it to the children of our country has protected them for measles, mumps and rubella. But on the basis of some "research" (strongly challenged by other scientists and corroborated by none) by one man - Andrew Wakefield - a scare campaign has frightened many parents from allowing their children to be vaccinated. This resulted in a mumps outbreak affecting 42,000 people - yet mumps had previously been eliminated.
In the words of the Government's chief scientific advisor David King, the way that the media handled the issue was that "every time with the issue of the MMR vaccine we had one person, Andrew Wakefield, brought on board to oppose the rest of the scientific community, as if it was one on one". A supposed need to achieve balanced coverage ended up giving disproportionate support to an eccentric and discredited viewpoint with dire consequences for the health of our children, possibly involving some fatalities.
The question of balance always poses the question of around what dividing line. On EU matters, for instance, one could imagine a balanced debate between proponents and opponents of having tougher or looser social and environmental standards for our common market or a debate on whether the EU should take a tougher line with Russia or engage more with it. Yet even those parts of our media that are not signed up to a Eurosceptic agenda find the need to balance debate about Europe simply in terms of pro or anti European, rather than in terms of what policies Europe should follow. It is as if every debate on national politics - be it on the state of the NHS, education, the economy or whatever had to be balanced between a supporter of the existence of the UK and an opponent of its existence with the SNP or other opponents wheeled into every single debate in the name of "balance".
A Danish colleague told me that this used to be a problem in Denmark: whenever the EU was debated there would always be one speaker in favour of Danish membership and one speaker against with the result that EU policy choices as such were never discussed on their own merits. It was only when euroscepticism faded away (and Denmark was the country in which euroscepticism was the strongest in the 1970s and 80s) that discussions on EU affairs became better informed, more interesting and more relevant. Any chance of that happening in Britain?
Labels: mediawatch

