16/09/2007

Optical illusion

By Mário Magalhães
ombudsman@uol.com.br

An old-fashioned concept of journalism, the view that reduces photography to an ornament with an exclusively esthetic role, lives on. According to this anachronism, the image contributes to the text the same as the frame does to the picture: an unimportant companion.

As Folha's stylebook asserts, "the most conventional and comfortable manner to use the photograph is to treat it as a mere complement to written information... The visual resource of modern printed journalism should be understood as a possibility... to supplement written information."

On Wednesday, the Senate absolved its president, Renan Calheiros, in a hearing to consider removal. The country today knows more about the business of the old devotee of former President Fernando Collor de Mello, later a backer of President Fernando Henrique Cardoso and now a supporter of the incumbent, Luiz Inácio Lula da Silva, than it did before the revelations published in a "scoop" in the weekly news magazine "Veja."

Although it lacked polish, Folha did a good job and fulfilled its journalistic role to oversee power. In essence, it did what it was supposed to do. By contrast, during the current crisis, the newspaper published photos that suggested Congress had abandoned its leader. In other words, it was disinformation - Renan was far from being isolated.

It is compulsory, but insufficient, to not manipulate images and refuse to stage falsehoods. Like the photo, the story is a source of information; it should portray reality and not distort it. By showing Renan alone among empty chairs, the not-so subliminal information gave the impression that nobody was allied with him.

At the same time, it is improper to show Renan looking one way and Sen. José Sarney (a former president) looking to the other. The message: they are far apart. Fact: they are allies.

Interpretive photojournalism can, however, inform better than a bunch of words. When Lula appeared to put his hand on Renan's head, it showed evidence of support from the president.

It was like the photo of then-president João Baptista Figueiredo (1979-85) dressed as a civilian, but giving the impression he was wearing a kepi that instead was worn by a soldier behind him.

Folha toughens ethics rules

The newspaper changed the entry on "ethics" in its stylebook. It imposed new rules for the conduct of its journalists. The objective, according a memo circulated by Executive Editor Eleonora de Lucena, is: "increase *Folha*'s transparency toward its readers."

She added: "to avoid real or apparent conflicts of interest, the Folha journalist should not hold stocks in companies he writes about regularly. The recommendation goes for everyone, not only those who cover financial markets. For example, journalists who cover health should not have stock in health care providers, those who cover real estate should not have stocks in construction companies."

The rule is similar to that at "The New York Times." Before, *Folha*'s stylebook generically condemned activities "in self interest, writing about the same company or business with which you have a relationship, even indirect."

The same amendment eliminates or attenuates at Folha the "absurd absence of self-regulation (of the press) concerning conflicts of interest: a journalist who reports, edits or comments about financial markets should not invest in the stock market." I am the one who wrote four weeks ago about the proposal by the Securities Commission to intervene in journalistic activity and restrict it.

There are other new things. Example: "Journalists are prohibited from asking for tickets to cultural events, such as shows and plays. Whenever possible, Folha will always pay for the tickets for its staff members who cover such events."

In fact, "camaraderie" motivates promiscuity that contradicts journalistic independence. I lament, however, that the ban is limited to "asking." You can't "ask," but "receiving," if it is worth writing about, seems to be allowed.

Translation by John Wright