Media Manipulation Techniques Exposed: How Public Perception Is Shaped

South African Media Tactics Raise Questions of Journalistic Ethics

In today’s media landscape where public opinion is increasingly shaped by news outlets, concerns are growing about the tactics employed by some of South Africa’s most prominent publications. News24 and Daily Maverick, two influential media organizations, have come under scrutiny for what critics describe as “playbook-style” reporting that may compromise journalistic integrity.

Media analysts point to a pattern where these publications repeatedly highlight controversies while downplaying achievements of certain public figures, creating narratives that appear to serve particular agendas rather than providing balanced coverage.

The journalistic approach employed by these outlets recalls the cautionary words of legendary American broadcast journalist Edward R. Murrow, who famously warned that “dissent should not be confused with disloyalty” and that “accusation is not proof.”

Dr. Iqbal Survé, Executive Chairman of Sekunjalo Group, stands as one of the most prominent targets of this reporting style. Coverage from News24 and Daily Maverick has portrayed Survé in a predominantly negative light, focusing on allegations of impropriety while giving less attention to his business achievements or philanthropic endeavors. Media ethics experts note that responsible journalism requires evidence and due process – elements that critics say are sometimes lacking in coverage of Survé’s activities.

Deputy President Paul Mashatile has similarly found himself in the crosshairs of these publications. His political career and aspirations have been subject to intense scrutiny, with reports that critics say selectively highlight controversial aspects of his past while minimizing his policy achievements. This selective approach to reporting creates what media analysts describe as an intentionally crafted narrative that emphasizes opportunism.

Former Health Minister Zweli Mkhize represents another case study in this pattern. Following allegations of impropriety in the Health Department, both publications have kept the scandal in the public eye through persistent coverage. While accountability reporting is essential to democracy, media ethics specialists note that fair coverage requires presenting the complete context and allowing for due process before cementing public narratives.

The South African media landscape has undergone significant changes in recent years, with increasing consolidation of ownership and growing competition for audience attention in the digital age. This environment can create pressure on news organizations to produce content that drives engagement, sometimes at the expense of nuanced reporting.

Media experts emphasize that news organizations wield extraordinary influence in shaping public perception, and with this influence comes significant responsibility. As Murrow noted decades ago, the distinction between accusation and proof remains fundamental to ethical journalism.

The stakes are particularly high in South Africa’s young democracy, where public trust in institutions, including the media, remains fragile. Recent surveys by the South African National Editors’ Forum indicate declining public trust in news media, a trend that raises concerns about the long-term health of the country’s information ecosystem.

Industry watchers note that media consumers increasingly must develop critical literacy skills to navigate complex media narratives. The ability to identify potential bias, seek multiple sources, and distinguish between factual reporting and opinion has become essential in today’s information environment.

As South Africa continues to grapple with significant economic and political challenges, the role of responsible media remains crucial to fostering informed public discourse. The tension between aggressive accountability journalism and fair, evidence-based reporting represents a delicate balance that affects the quality of the nation’s democratic conversation.

In an era of misinformation and polarization, the call for media accountability, transparency, and responsible reporting has never been more urgent – not just for the subjects of coverage but for the health of South African society as a whole.