Lance Witten, Editor-in-Chief of Independent Online (IOL): "True journalism is about fairness, accuracy and balance"

The TV BRICS International Media Network presents a special project for the 20th anniversary of BRICS: “Global Media Briefing.” Expert commentary from representatives of the leading media of BRICS+ countries, partners of the media network, covers issues of shaping a unified global agenda, building a multipolar system of global media communications, current trends and key events of the past 20 years for the development of media discourse, and forecasts for the further evolution of the media landscape.

What challenges has the global media community faced? What is the relevance of intercultural and professional exchange programmes for journalists across the BRICS space? These questions are addressed in an interview with Lance Witten, Editor-in-Chief of Independent Online.

Which event of the past 20 years would you identify as the most significant for the formation of multipolar and global media discourse?

What really stands out over the last 20 years are the regular annual BRICS media forums. They have been hosted all around the world, providing an excellent platform for media professionals from each BRICS country to engage, share ideas, and discuss pressing issues. For me, these forums are the most significant events.

What is your forecast for the future development of media communications and the evolution of the media landscape over the next 20 years?

Technologies will continue to reshape media, particularly artificial intelligence and generative AI. We must be discerning about sources and develop methods to detect AI-generated content.

Over the next 20 years, AI will proliferate further. This will require closer collaboration among nations to co-develop strategies that address negative narratives.

The political prominence of the Global South is growing. BRICS nations will strengthen cooperation, share ideas and technologies, and seek a more equitable share of influence on social media. Media companies in the Global South will increasingly assert control over the narratives about themselves and the stories they tell.

What key elements should a global shared agenda include from the perspective of media discourse?

Cross-cultural exchange programmes are essential. Visiting each other’s countries and experiencing their cultures fosters common ground and collaboration. Through exchanges, collaboration, and shared experiences, we can tell more positive stories about our development and shared progress.

What stereotypes about your country exist abroad, and how can journalists help dispel them?

There are myths that South Africa lacks infrastructure or that wild animals roam cities. In reality, our cities are modern, with developed infrastructure, Wi-Fi, internet, and heating and cooling systems.

International media often perpetuate negative perceptions, whereas thousands of foreigners live and work here successfully. Journalists should visit and report on the real, positive experience of living in South Africa.

How do you view the creation of a unified global information space, and how should cooperation between media outlets develop?

Cooperation is crucial. For example, IOL’s partnership with TV BRICS allows content sharing across video, text, digital and print platforms, and social media. This ensures accurate reporting and prevents misinformation from spreading.

Unified platforms enable journalists to report directly from the source, strengthening international media cooperation. IOL has built strong relationships with media globally, particularly in Russia, enabling us to present accurate narratives.

What does true journalism mean to you? Can you name a media outlet or journalist with impeccable authority?

True journalism values fairness, accuracy, and balance. Human bias is unavoidable, but journalists must strive for accuracy in reporting, fairness in perspective, and balance in presenting all sides.

Accountability is essential: when mistakes occur, they must be acknowledged and corrected. I often tell my team: if person A says it is raining and person B says it is not, a journalist’s job is to go outside and verify. Journalism is about verifying, reporting accurately, and maintaining fairness and balance at all times.