Platforms may have changed but purpose has not
THOMAS NKHOMA | Monday October 13, 2025 06:00
When the first printing presses arrived in Europe in the 15th Century, they sparked a revolution in the flow of knowledge, power, and accountability. Centuries later, Botswana experienced its own media awakening with the emergence of private newspapers, such as Mmegi, which offered citizens alternative voices, fresh perspectives, and a stronger sense of oversight over the government. Today, journalism is at a new frontier, not of ink and paper, but of algorithms, hashtags, livestreams, and instant updates that reach audiences in real-time.
Yet, while the platforms may have changed, the purpose of journalism has not. At its core, the profession remains about truth-telling, accountability, and serving the public interest. The tools may be faster, audiences more dispersed, and the pressure to capture attention relentless, but the mission is unchanged - to inform, educate, and empower.
When I recently chatted with a retired editor, he recalled that, “back then we had one deadline at the end of the day, but now, deadlines chase you every second”. Such reflection captures the pace of digital-first reporting, where immediacy is expected, yet accuracy, fairness, and balance remain non-negotiable.
This is where the social responsibility theory of the media becomes critical. While journalists enjoy freedom, they also wield enormous influence that must be exercised responsibly. News organisations are custodians of public trust, and in Botswana, a nation charting its course towards Vision 2036, this responsibility is magnified. A well-informed public is not a luxury. It is a cornerstone of democracy, sustainable development, and human rights.
Sadly, the rise of misinformation, disinformation, and malinformation (MDM) has complicated this duty. Falsehoods travel faster than facts and in politically charged moments, sensational framing can polarize societies and erode trust in institutions. Framing - the deliberate choice of angles, words, or narratives to shape perception - can sell papers or generate clicks, but it can mislead, inflame tensions, and damage credibility. That is why journalists must resist leaning too heavily on framing, particularly when reporting sensitive political stories.
Take the flood of misinformation during elections.
A photo shared out of context or a headline tilted for drama can spiral into confusion within hours. In 2024, during the general elections, several misleading WhatsApp posts depicting supposed irregularities spread nationwide, prompting corrections only after public alarm had already taken hold. Journalists, especially in Botswana’s mainstream media, must rise above the noise. They must use the speed of digital platforms to correct falsehoods, provide context, and remind the public that facts, not narratives, anchor democracy.
Mmegi exemplifies resilience in this regard. From its early days as a pioneering private newspaper to its digital expansion with new studio equipment and online broadcasts, it has demonstrated that adaptation does not require abandoning core values. In the 1990s, when private newspapers faced an advertising ban for critical reporting, it persevered, cementing its legacy in Botswana’s media history. That spirit is vital today, as journalists navigate social media, instant updates, and the temptation to chase clicks. Recent incidents highlight the stakes. When an investigative report revealed corruption in government, a rival online platform sensationally framed the story, exaggerating facts and triggering public outrage. Similarly, during the COVID-19 misinformation surge, misleading claims about vaccine side effects spread rapidly on Facebook and WhatsApp, causing unnecessary panic. In both cases, journalists who provided accurate, contextualised reporting were crucial in restoring trust and clarity. Such examples underscore the dangers of leaning too heavily on framing.
In the age of social media, the temptation to frame for attention is immense. Platforms such as Facebook Live, Twitter threads, and TikTok encourage speed, drama, and virality, but they also magnify errors and bias. Journalists must ask themselves: Are we chasing clicks or building trust? Are we serving advertisers or the enduring interests of the people? Credibility is non-negotiable, and it is the foundation upon which all public trust is built. Therefore, the survival of journalism in Botswana and beyond lies not in sensationalism but in being a trusted anchor during uncertainty. As Botswana embraces democracy, human rights, and Vision 2036, the media must inform without bias, educate without manipulation, and report without fear or favour. Platforms may change, but the profession’s purpose must remain steadfast.
Botswana’s digital era presents both challenges and opportunities. Journalists must navigate algorithms, instant feedback, and competing attention while upholding accuracy and integrity. They must resist the framing trap and commit to being truthful guides in the public sphere. When the public cannot trust its media, democracy itself suffers. By staying true to their mission, journalists in Botswana can ensure that the clicks, hashtags, and algorithms of today do not undermine the credibility, trust, and power of the fourth estate. They can demonstrate that even in a fast-moving digital era, journalism can be both innovative and principled, both immediate and reliable, both powerful and responsible. Because in the end, the platforms may have changed, but the purpose has not, and Botswana’s journalists must ensure that this truth remains untarnished.
*Thomas Thos Nkhoma is MISA-Botswana chairperson