... and pin pointing the African news article in terms of journalistic bias, objectivity, a balance of perspectives, 'spin doctoring', and/or image management. The essay will detect the presence of these aspects because a journalist is supposed to be object when delivering news to the public. "Intent doesn't matter. The news consumer receives damaged goods if reporting isn't fair" (Seib, P, 1994: 15). If a journalist fails to attain an objective point of view, the journalist might be viewed as incompetent. According to Seib (1994:15), journalists are not doing their jobs correctly if their coverage is constricted by premeditated bias or even inadvertent lack of evenhandedness. We immediately assume that information given to us by the media is accurate and impartial, but the information given could be systematically preferred over another and it is important for citizens to be aware of this. To maintain objectivity journalists must avoid bias perspectives, they must ...

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