Conceptualizing Truth: A “Norma-Practical” Approach

Reporting the truth is central to mass media practice and it forms, in part, the basis for its value proposition. But, truth is often treated as a vacuous concept, or viewed, at best, as a subjective phenomenon. Nevertheless, subjecting truth to the whims of the beholder questions the validity of media messages, which are anchored on truth quality. Though, the reality of truth in other aspects of human endeavour are not as contentious as in media practice, arguably, there does not exist a universal truth that holds for all things. This paper therefore argues that in relation to media messages, truth is not only realizable it is context specific. Being context specific, it means, in effect, that truth is a measurable phenomenon. The paper is anchored on the coherence and correspondence theories and utilizes the exploratory approach of analysis. The paper concludes that since media reports are bound by time, place, event, and generally defined within a specific context, their truth identity is attainable through fulfilment of such basic criteria like: accuracy, balance, fairness, and objectivity. The paper recommends that journalists should faithfully observe established ethical norms to establish the much-sought truth, in reports they disseminate.