GASPRO International Journal of Eminent Scholars

ABSTRACT

Objectivity in Media reportage has been a controversial concept to discuss particularly since the commercialization of media. This paper was conceived to re-evaluate the controversy to determine prevailing thoughts among scholars. The study was underpinned by Altschull media ownership theory which posits that media are not inherently neutral, and objectivity is a function of the economic / political interests of the promoters. The focus group discussion (FGD) was adopted because it is a suitable method for re-affirming prevalence of beliefs or social construct. Academics in philosophy, Sociology and Media Studies were carefully selected as participants. The study concludes that objectivity is a process rather than an absolute and is subject to the symbiotic relationship between journalists and the elites makes the attainment of objectivity inconceivable.