An industry in need of legitimacy

"Cheers election time!" was the message in 41 million German letterboxes on September 21. The special edition of Bild, which was distributed free of charge to all households on the day before the Bundestag elections, was probably the most elaborate election recommendation in recent history. Even more surprising than the large-scale campaign itself was the fact that it did not promote this or that party, but rather the exercise of the most important fundamental democratic right. "Go vote", the editor-in-chief implored his fellow citizens. First-time voters and former chancellors supported his call. And indeed, after years of declining voter turnout, this key figure for the legitimacy of democratic governments rose again, by 4 percent to an impressive 73 percent. Whether and how much the Springer Group contributed to this with its "Wahl-Bild" was and is the subject of lively debate.

But of course, the question of the socio-political effectiveness of journalism and its measurability is almost as old as the industry itself. Do the media just hold up a mirror to us or does their work bring about concrete changes or a general shift in values? Against the backdrop of the press crisis, quality debate and loss of credibility, this - and not the business model - is the real crux of the matter for a profession in trouble. However, commercial publishers and critical media politicians are (still) less concerned about this issue than the financiers of investigative non-profit journalism. In contrast to their profit-oriented colleagues, patrons of investigative online journalism are only interested in advertising-relevant reach or zeitgeisty likes and shares in social networks as a quantitative means to a qualitative end: uncovering grievances and initiating reforms.

For the leading US foundation Pro Publica, even Pulitzer Prizes are not decisive proof of success. The 40-strong "Newsroom for Journalism in the Public Interest" has already won two, but they are not mentioned in its recently published study "Issues on Impact". The thesis paper provides definitions of impact broken down by media type, describes reach as a necessary but by no means sufficient prerequisite for impact and distinguishes between advocacy and investigative journalism ("The first type already presupposes the right answers, which the second type still has to find by asking the right questions"). However, Pro Publica has not yet found THE measure to measure the social, political or legal effects of its stories. But that doesn't stop the avant-gardists from New York from continuing to search for this holy grail of democracy-relevant journalism.

And here in Switzerland? Even in the yearbook by quality guru Kurt Imhof, there is no indication of any correlation between the notoriously low voter turnout and the lack of politicizing effect of Swiss journalism. Yet active participation in the democratic process is probably the only objective measure of the media's overarching impact. A further indication of the sector's growing need for legitimacy is the unbroken hostility to reform in the Alpine republic.

So it's high time for a nationwide free edition from Ringier or Tamedia for the parliamentary elections in the fall of 2015. However, the founding of a Swiss pro-publica equivalent would be far more effective and sustainable. There would actually be enough innovative money and investigative spirit between the Rhine and Rhone ...

Oliver Classen is media spokesman for the development policy organization Berne Declaration. Previously, he worked as a media journalist.