Social responsibility of the media

In Sri Lanka, established media channels, particularly television, play a crucial role in shaping public perception on various aspects of life, including both local and international politics. Social media, however, has also become a powerful force, frequently spreading biased or manipulated content that risks fragmenting communities and damaging the social fabric, especially during sensitive times such as general or presidential elections.

Sri Lanka’s media has long been aware of the full spectrum of public life in the country—the good, the bad, and the troubling. They understand that political corruption and malpractice have significantly contributed to social unrest, economic decline, and the deterioration of essential services like education, healthcare, and nutrition. This has prompted many citizens to emigrate, leading to a damaging “brain drain.”

Media outlets also recognise the challenges in electing better leaders. Entrenched politicians have erected legal and financial barriers to safeguard their positions, making it difficult for ordinary citizens to participate effectively in elections. Additionally, the high cost of media exposure during election seasons makes it nearly impossible for average citizens to run for office. While media organisations often use this period to maximise profits, it would be commendable if they could support underrepresented and less privileged candidates, contributing to the public good.

As we approach a pivotal general election, we urge these influential media institutions to uphold their social responsibility. Since media ultimately relies on public support, directly or indirectly, they have to prioritise the public interest. At this critical moment, we, as citizens, need to elect honourable, honest, and patriotic individuals who can act as “watchdogs” in Parliament and help guide our nation toward better governance. We respectfully request that significant media outlets dedicate at least a small amount of airtime to non-political candidates vying for a seat in Parliament. Providing even a few minutes of prime airtime for these candidates to present their mission and vision would be a meaningful gesture toward equal representation. This commitment to the nation’s well-being would be widely appreciated. After all, true equality—the very principle that media frequently champions for its own survival—is now an ideal that can extend to all.

Chula Goonasekera (admin@srilankaleads.com)

On behalf of the LEADS forum