The Media, Entertainment & Arts Alliance (MEAA) has labeled the Australian Broadcasting Corporation’s (ABC) newly introduced social media policy as “punitive,” urging the broadcaster to collaborate with staff to develop a more balanced set of rules. The policy, unveiled on Wednesday, imposes strict limitations on what ABC employees can express publicly, categorizing prominent journalists as “high-risk.”
The announcement follows the ABC’s recent loss in an unlawful termination case involving Antoinette Lattouf, who was dismissed over a social media post during her tenure as a casual radio host. The new guidelines stipulate that employees must refrain from making public comments that could undermine their role, the ABC’s integrity, or imply endorsement of personal views by the ABC without prior authorization.
Union Criticism and Policy Details
According to the MEAA, the guidelines disproportionately target ABC staff with public-facing roles rather than those with editorial control. Cassie Derrick, the national director of the MEAA’s media section, criticized the policy for perpetuating insecurity within the workforce. “The ABC’s new public comment policy doubles down on the punitive approach the national broadcaster has taken for some time towards its staff,” Derrick stated.
The guidelines, endorsed by the ABC board, apply to comments made on social media, at public events, or in any context where they may reach a public audience. ABC’s managing director, Hugh Marks, confirmed that the rules extend to private messaging platforms like WhatsApp, emphasizing the broader scope of the new policy.
Context and Background
This development comes after the ABC’s legal defeat in the Lattouf case, highlighting the tension between employee expression and organizational reputation. Marks contended that the policy update was not directly linked to the case but rather a response to the evolving media landscape. “It’s a recognition that it’s not just social media where comments by some of our people can potentially reflect in an adverse way upon the reputation of the ABC,” he explained.
Despite the ABC’s assertion that the policy reflects its commitment to maintaining independence and integrity, the union plans to formally request a consultation process with staff. Derrick emphasized the need for a policy that protects both the broadcaster and its employees.
Expert Opinions and Reactions
Alan Sunderland, a Walkley award-winning journalist and former ABC executive, offered a contrasting perspective, arguing that the policy is not punitive and aligns with existing principles. “If you go to the heart of it, it’s simply found newer, clearer language to explain the ongoing challenge between the rights of someone to just be a member of society and have their views and … working for an independent, impartial news organization,” Sunderland commented.
However, dissenting voices within the ABC suggest a lack of staff consultation. An anonymous ABC journalist criticized the broadcaster for ignoring the court’s findings in the Lattouf case and failing to involve staff in the policy’s development. “They have just come out of a court case where they have been told they are not allowed to sack someone for expressing a political opinion on social media,” the journalist noted.
“Editorial staff providing news and information services have a particular responsibility to be mindful that the ABC’s impartiality – and their own and that of their colleagues – is not undermined,” an ABC spokesperson stated.
Future Implications and Analysis
The introduction of these guidelines raises questions about the balance between personal expression and professional responsibility in the digital age. As media organizations navigate the complexities of social media, policies like the ABC’s may become more common, prompting ongoing debates about freedom of speech and organizational control.
Looking ahead, the MEAA’s call for consultation could influence future policy revisions, potentially leading to a more inclusive approach that considers the perspectives of both management and staff. The outcome of this dialogue may set a precedent for how media organizations address similar challenges globally.
As the situation unfolds, the ABC and its employees will need to navigate the delicate balance between maintaining a reputable public image and respecting individual rights to expression, a challenge that is likely to persist in the ever-evolving media landscape.
