Why the BBC Offers More than Truth and Impartiality

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A couple of weeks ago Tim Davie announced that one of the three essential roles of the future of the BBC is to

‘Pursue truth with no agenda - by reporting fearlessly and fairly’.

However, thinking about the BBC’s role in the pursuit of truth can be quite a limiting view of the entirety of the BBC’s value. I argue that this value is its contribution to our ontological security - our fundamental need for confidence in our self-identity, consistency with the structures and routines of daily life, and comfort in how we flow through everyday life’s unexpected and unpredictable circumstances. The value of the BBC isn’t about its pursuit of truth but instead what it has actually been pursuing over its 100+ years - ‘trustworthiness’. This is not to say that the pursuit of truth is not important because it absolutely is, but that we should think of the BBC’s pursuit of truth as a tool for building trust rather than the end goal.

Truth and trust can often be used interchangeably and though they are closely related they mean two different things. Both are challenging and complex concepts however one aims for accuracy that aligns with reality whilst the other is a relational decision. We need both. As audiences are faced with a vast number of media choices and for the BBC to remain a valuable part of their lives, they will need to actively and consistently choose the BBC over and over again and not just to fact-check, or to watch, read or listen to the News. Thinking about the BBC’s value as a pursuit of truth through the context of reporting can lead to a perception of the BBC as only being valued because of BBC News and thus only valuable in times of crisis, like during the COVID-19 pandemic. If the pursuit of truth is only about fearless and fair reporting, then BBC News becomes the essential service through which value is attributed to the BBC. If so, then if audiences have lower engagement with BBC News this could lead them to feel like the BBC overall is not valuable to them. Trust however goes beyond news, it’s about building and retaining a relationship through wider diverse programming and services that resonate with people’s sense of belonging, speak to the structures of their daily lives and reassure them as they navigate everyday life. ?

In framing why the BBC is uniquely positioned to help audiences within a world of uncertainty, audience perceptions around trustworthiness are used as opposed to perceptions of accuracy because trustworthiness is not just about the BBC delivering facts; it’s about the BBC being our reliable partner in navigating our uncertain world. Trustworthiness is often built by providing a sense of familiarity. You are more likely to trust someone who you know and are familiar with than someone you are not. Trustworthiness is a relationship to be nurtured and the advantage of the BBC is that it has been able to build such relationships with ‘some’ audiences over generations. When I asked my interviewees what the BBC meant to them for my thesis, the connection between the value of the BBC and childhood was very apparent. Some reflected with a passionate belief in what the BBC is trying to do, whilst others reflected on the role the BBC played or didn't play in their lives at a young age.

The BBC’s pursuit of truth through fearless and fair reporting, is in other words, the pursuit of objectivity and impartiality and enables the BBC to position itself as an arbiter of the truth. However, in practice, this is a myth, as how impartiality is applied and framed is subjective, as it always involves someone making a selective decision about what and who should be shown and how. The choice to give space to certain views over others is subjective in and of itself. This is not me arguing that impartiality is not important but highlighting a critical word that people often forget when debating the BBC’s impartiality – ‘due’. The BBC has a commitment to ‘due impartiality’. The term ‘due’, according to the BBC, means that

‘impartiality must be adequate and appropriate to the output, taking account of the subject and nature of the content, the likely audience expectation and any signposting that may influence that expectation’.

This definition of due impartiality reveals the subjective nature of the application of impartiality and the pursuit of truth. As such, it presents the complex nature of reporting the truth without agenda and why debates about the BBC’s impartiality have always happened throughout its existence and will continue to do so, particularly in an online world full of filter bubbles and echo chambers that further impact how our perceptions and interpretations of reality shape what we consider to be true. However, for us to continue to trust the BBC, its fearlessness requires vulnerability and humility. It’s not just about going to dangerous locations to report on the news stories that matter but also about being honest and open with audiences and tackling the difficult conversations about its internal structures.

Whilst truth is fundamental for helping us navigate and understand our uncertain world, trust is about building and maintaining strong relationships with an audience. The value of truth isn’t necessarily in its inherent objectivity or factual accuracy but in how it facilitates a sense of reliability within the relationships between people and between the BBC. Trust allows us to feel safe and builds community and a sense of belonging. It means that we believe in the BBC’s fundamental character and that even when it gets things wrong, we have trust in what it is trying to do.

The TL;DR

1. The BBC is more than just news. Whilst BBC News is a cornerstone for the BBC, it provides a wide range of services and programming that can touch multiple aspects of people’s lives, not just when they want to fact-check stories.
2. The BBC's value lies in trust, not just truth. While truth is important, the BBC's ability to build trust is what truly sets it apart. Trust allows audiences to feel a sense of belonging and security in an uncertain world.
3. The BBC needs to foster trust through familiarity and diverse programming. The impact of audiences’ early experiences with the BBC shape trust, and the BBC’s commitment to a wide range of programming can help to create a sense of familiarity and resonate with people's daily lives.
4. Due impartiality is a complex concept with a subjective nature. The BBC's pursuit of impartiality, while essential, involves subjective choices about how information is presented, which reveals challenges in how the BBC balances diverse viewpoints within its content.
5. Disagreement shouldn’t diminish value if trust is used to provide meaningful open and honest conversations with audiences. Open and honest engagement with audiences, even in the face of disagreement, can strengthen trust, particularly when supported by BBC News’ wider brand perceptions around truth and accuracy. Using trust as a way to facilitate understanding and meaningful dialogue is essential for the BBC to maintain its value.

I'll continue to share my thoughts on the future of the BBC and some insights from my thesis. This post is the first in a series titled Redefining The BBC's Value In A World Of Uncertainty.

Ayesha