Fostering Trust Through Transparency: A Norwegian Paper’s Innovative Approach
The 2023 digital media landscape is an environment where the boundaries between fact and falsehood can be blurred, and restoring reader trust has become a paramount goal for news organizations. One Norwegian newspaper, Verdens Gang (VG), has taken a pioneering step by creating a "transparency portal" to bridge the gap between journalism and its audience. This groundbreaking initiative aims to anticipate and answer reader questions about the reporting process, offering a new dimension to journalistic accountability.
VG's journey towards enhanced transparency was triggered by a journalism scandal surrounding a prominent Norwegian political figure, Trond Giske. Giske resigned from Parliament in 2018 after allegations of sexual abuse and misconduct—several of which he admitted to. However, one story that was seized upon by VG turned out to be false; the woman featured in the story refuted claims that Giske had made unwanted advances toward her, prompting the need for corrections to VG's reporting of the incident. From there, the newsroom realized it had a duty to be as transparent as possible, and embarked upon the journey that would lead, ultimately, to this initiative.
The newsroom began by logging all corrections in a centralized repository, providing readers with a transparent account of their commitment to accuracy. The evolution continued as VG established a centralized list of video contributors and developed a set of internal rules to govern their staff's conduct. However, the pinnacle of their transparency efforts was the creation of a "transparency portal" in the fall of 2022.
The transparency portal serves as an educational resource, shedding light on the inner workings of journalism. VG's commitment to reader understanding is evident through the portal's incorporation of various elements:
Editorial Assessments: VG has developed criteria for determining when additional explanation is warranted. These criteria encompass subjects like the use of anonymous sources, identification in criminal cases, and the publication of sensitive information. Editorial assessments are seamlessly embedded into articles, providing immediate context for readers. This is a work in progress, according to officials at VG. “We’re quite good at doing it on the biggest stories, where we’re working a lot and using a lot of time,” said development editor Øyvind Brenne, “but often we forget to do it when it’s a little bit more low-key. [Readers] have to see this again and again and again, I think, before you really make an impact.”
FAQs: The portal hosts frequently asked questions related to general reporting practices. Additionally, it features a catalog of story-specific editorial assessments in conversation with these questions.
PFU Code of Ethics Complaints: VG showcases complaints filed against them with the Press Complaints Commission (PFU). By including these cases, the portal reinforces their commitment to accountability and openness.
VG's transparency initiative has yielded remarkable results. European news awards have recognized the portal, affirming its role in shaping modern journalism. A YouGov poll revealed that reader trust in VG increased among those aged 15 to 24 following the portal's launch. The initiative has garnered positive reader feedback and has contributed to a reduction in reader queries on certain topics.
By incorporating editorial assessments directly into stories, VG empowers readers to comprehend the reasoning behind each decision. This approach has not only enhanced transparency but also fostered a sense of trust and connection between the newsroom and its audience. Notably, this innovative practice is being emulated by other Norwegian newspapers, signifying its growing influence in the industry. “It’s become kind of a standard in some kinds of stories in Norway now,” said Brenne.
VG's transparency portal represents a significant stride towards cultivating reader trust in the digital age. Brenne envisions this initiative as part of an ongoing effort to bolster transparency, particularly in an era where artificial intelligence is reshaping content creation. “If you are in Afghanistan, covering [a war story], I think you have to describe how you got there, what you saw…I think that people, without that kind of information, can maybe think that everything’s just generated from other sources.”
Brenne's aspiration goes beyond VG's confines, envisioning editorial explanations as an integral part of every journalist's toolkit. To him, embedding transparency into the reporting process “would be a big revolution for a lot of journalists,” one that aligns with readers' expectations for accountability and understanding.
VG's pioneering step stands as a beacon of inspiration. As the media ecosystem continues to evolve, VG's example illustrates that transparency is not merely an initiative: it's a transformative force that heralds a new era of accountable journalism. Worldwide contemporaries of VG could stand to take a lesson from the initiative and implement their own transparency processes until this becomes a worldwide industry standard.
