Luka Brajnović – From Fidelity to Oneself towards Credibility of Profession

U nekim je razdobljima, na nekim mjestima i u nekim medijima zbog neznanja ili osrednjosti, zbog nečasnih ili moralno upitnih metoda novinara ili skandaloznih, izmišljenih ili nepotpunih vijesti novinarska profesija gubila na ugledu i vjerodostojnosti. To tvrdi Luka Brajnović, čija razmišljanja u komparativnoj analizi s drugim autorima čine “misaonu os” ovoga članka. Temeljna zadaća, odnosno cilj ovoga članka prikaz je i analiza upravo Brajnovićevih razmišljanja o mogućem čuvanju ili vraćanju ugleda i vjerodostojnosti novinarskoj profesiji. Novinari i mediji vjerodostojnost ne mogu vratiti sve dok će postojati ekstravagantne ideje o novinarstvu kao o poslu koji se bavi “javnim šaputanjima, optuživanjima i nezadovoljstvom sa svime što je ustanovljeno, ili kao o neutralnoj profesiji koja je etički hibridna i ravnodušna prema dobru i zlu”, ističe Brajnović. Takvo je poimanje novinarske profesije protivno dobrom glasu i ugledu novinarskog posla koji je sam po sebi dostojan poštovanja cjelokupne društvene zajednice. I u novinarstvu, kao i u drugim profesijama, pojedinačna (ne)etičnost maloga broja novinara i medija baca sjenu na novinarstvo u cjelini, pa sam ugled profesije ovisi o dobrom glasu i ugledu osoba koje se njome bave. U novinarskoj profesiji, pokazuju rezultati ovoga članka koji prvi put u hrvatskoj javnosti analitički pristupa znanstvenim stavovima i razmišljanjima Luke Brajnovića, duboko je ukorijenjeno etičko i intelektualno zdravlje kojima se može vratiti vjerodostojnost profesiji.In certain periods, at certain places and in certain media, the reputation and credibility of the journalistic profession has suff ered for a number of reasons, including ignorance, mediocrity, dishonorable or morally questionable methods of journalists, or scandalous, fabricated or partial news stories. This is the opinion of Luka Brajnović, whose reflections in a comparative analysis with other authors comprise the ”contemplative axis” of this article. The fundamental task and goal of this article is to present and analyze Mr Brajnović’s refl ections on the possibility of saving or restoring the reputation and credibility of the journalistic profession. Journalists and the media will not be able to restore credibility as long as extravagant ideas exist about journalism as a profession that deals with ”public whispering, accusations and dissatisfaction with everything that has been established, or as a neutral profession that is ethically hybrid and indifferent towards good and evil”. Such an understanding of the journalistic profession runs against a positive image and reputation of journalism, a fi eld which is in itself worthy of respect of the entire public. In journalism, just as in other professions, unethical behavior on the part of a small number of journalists and media outlets casts a shadow on the journalistic profession as a whole, causing the reputation of the profession to become dependent upon a positive image and the reputation of those individuals working in it. As results of this article show – which for the fi rst time analytically approaches the scientific arguments and refl ections of Mr Brajnović in the Croatian public sphere – ethical and intellectual health, which can restore credibility to the journalistic profession, are the very elements rooted deep inside of it