One proceeds here from the premise that South Africa is going through a process of profound social transformation. In such transformation, many ideas, empirical perceptions and attitudes ingrained in people's thinking do come under the spotlight. Mind-sets are challenged and paradigms are put to the test. In this respect, some assumptions are useful, so as not to speak past one another. The first of these, is that while journalism is a distinct profession, the actors in it are not homogeneous.
Journalists are first and foremost social beings.
As such, there is the danger that addressing questions facing specific social beings can be elevated to the level of the universal, and become a smoke-screen behind which unscrupulous elements can hide. Therefore, one of the greatest challenges for communicators in all spheres is how to ensure that the media become a reliable, dependable and fulsome source of information and analysis on important social developments. The media are not merely reflective of what readers, viewers and listeners want. They do have values and choices which help to shape social preferences. Despite the media's limited direct reach, they occupy an important position to facilitate or to serve as a break on social transformation.