Mídia e responsabilidade social: reflexões sobre o papel dos meios de comunicação e dos jornalistas como atores sociais

Abstract

Among the numerous world views, one of them seems to be a consensus: the Brazilian society has not found a model of development that respects all people as full citizens with rights and duties yet. Building a more democratic model, a fair and balanced one, requires the re - definition of roles and practices from individuals, as well as from public and private organizations, according to the economic, social, cultural and environmental points of view. The incorporation of notions of interdependency and co-responsibility for challenges and possible solutions, are also required. Within this context, this study has as its objective the critical analysis of the responsibility of two social actors – the media and the journalists – in face of the building of a society that is more democratic, fair and sustainable. The study started with the observation of researches that show the fragilities in the journalistic cover of the issue “Business for Social Responsibility” (BSR), in the printed media. This subject requires a careful study, especially because BSR is presented as related to the proposal of sustainable development. From these analyses, broader discussions about the journalists and means of communication’s social responsibility are required. The reflections are based in the valorization of the information, as a fundamental public asset, for the strengthening of democracy, and a catalyzer of citizen practices. Although advances in the Brazilian media are recognized, there is the clear need for guaranteeing a press that is plural, democratic and an activist of the common good. This study started with the concern of a journalist who worked for little more than ten years in means of mass media. The proposal to discuss the media and journalists’ responsibility is developed starting from the following specific objectives: elaboration of theoretical referential that deals with some key concepts for this study, as development, business and social responsibility, journalistic ethics, citizen journalism, among others; analysis of the Brazilian journalistic cover for the topic Business for Social Responsibility in the printed media; presentation of different journalists and experts’ points of view as well as the ones of people involved with the context in analysis; indication of a proposal of intervention, which aims to be useful and applicable for any means of communication. The discussions along this study highlight that the qualification of the journalistic cover is a challenge to be overcome, which demands bigger commitment from the media actors with the common good.