AUDIENCE PERCEPTION OF MEDIA ETHICS AS A TOOL FOR UPHOLDING PROFESSIONAL STANDARD AMONG JOURNALISTS IN NIGER STATE

Abstract

Ethical challenges in journalism, including issues related to confidentiality and harm reduction, remain prevalent, highlighting a significant gap in understanding and applying ethical standards in the Nigerian media landscape. This study examined audience perception of media ethics as a tool for upholding professional standard among journalists in Niger state by employing a mixed-methods approach. A comprehensive survey, including questionnaires distributed to 371 respondents from Minna and key informant interviews with staff from Prestige FM and NSTV Minna, was conducted. The research utilised Social Responsibility Theory to explore how ethical practices influence audience perceptions and media consumption. The findings reveal persistent ethical shortcomings in journalism practices, particularly in safeguarding sensitive information and minimising harm. Despite some adherence to ethical guidelines, significant gaps remain that affect public trust in media. The study recommends enhancing ethical training for journalists and implementing stricter internal review processes within media organisations. Additionally, reinforcing the regulatory framework for media ethics is crucial to ensure clear guidelines and consequences for unethical conduct.