The reading and viewing public are not passive consumers. They react to the media, and influence how it speaks to them. Globalisation is not sweeping all previously established values before it, but being embraced selectively. This places new demands on conscientious media workers. The media should take account of cultural, national and religious differences between societies and communities, but it should not be constrained by them simply to respond to public demand. Whoever their viewers and listeners may be, there are sound values within the traditions of journalism that can guide them in their work.
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