Evaluating the Effectiveness of Ethical Journalism Practice in Zambia: A Case Study of ZNBC TV and Radio

This study evaluated the effectiveness of ethical journalism practice at the Zambia National Broadcasting Corporation (ZNBC), focusing on journalists' awareness of ethical principles, application of these principles in news production, and challenges faced in adhering to ethical standards. Guided by Social Responsibility Theory, the research employed an exploratory mixed-methods design involving surveys and semi-structured interviews with 44 ZNBC journalists and five key informants from media regulatory bodies. Findings revealed that ZNBC journalists possess moderate awareness of ethical journalism principles, with 83.72% identifying truth and accuracy as core principles, though understanding of independence, accountability, and digital ethics remained limited. While 97.67% reported always applying ethical principles, practical application was inconsistent, particularly in politically sensitive reporting. The study identified significant challenges including political pressure (reported by 97.67% of respondents as affecting editorial independence), resource constraints (inadequate equipment, transport, and digital tools), insufficient continuous training, low remuneration creating vulnerability to inducements, and absence of clear digital ethics guidelines. The research concluded that ethical journalism practice at ZNBC is constrained more by structural and institutional factors than by individual awareness deficits. Political interference, inadequate funding, and organizational weaknesses systematically undermine journalists' ability to consistently apply ethical standards despite basic awareness. The study recommends strengthening ZNBC's editorial independence through legislative reform, implementing continuous ethics training programs, establishing internal ethics committees, improving resource allocation, developing comprehensive digital journalism guidelines, and creating secure funding mechanisms independent of government discretion. This research contributes original empirical evidence on post-2021 ethical journalism practice at ZNBC, addresses gaps in understanding the relationship between ethical awareness and application, and provides actionable recommendations for strengthening ethical journalism in Zambian public broadcasting.