On that Poynter debate about stock images and ethical visual journalism

Response to Mark Johnson, Article about free images ‘contradicts everything I hold true about journalism’, Poynter, February 9, 2018. ∞

Let’s get the caveats out of the way:

• The article to which Johnson is responding did get some of its messaging wrong. As Johnson wrote, it suggested the following: “We don’t think about visuals BUT visuals are critically important. The solutions offered amount to scouring the web for royalty-free and (hopefully) copyright-released stock images.”
• In doing so, the original article may have further diminished prospects for visual journalists in newsrooms around the country (whether the US or India), especially since Poynter is such a well-regarded publisher among editors and since there already aren’t enough jobs available on the visual journalism front.
• I think visual journalists are important in any newsroom that includes a visual presentation component because they’re particularly qualified to interrogate how journalism can be adapted to multimedia forms and in what circumstances such adaptations can strain or liberate its participants’ moral and ethical positions.

That said, IMO Johnson himself may have missed a bit of the nuances of this issue. Before we go ahead: I’m going to shorten “royalty-free and/or copyright-released” to CC0, which is short for the Creative Commons ‘No Rights Reserved’ license. It allows “scientists, educators, artists and other creators and owners of copyright- or database-protected content to waive those interests in their works and thereby place them as completely as possible in the public domain, so that others may freely build upon, enhance and reuse the works for any purposes without restriction under copyright or database law.” However, what I’m going to say should be true for most other CC licenses (including BY, BY-SA, BY-SA-NC, BY-SA-ND and BY-SA-NC-ND).

By providing an option for publishers to look for CC0 images, the authors of the original piece may have missed an important nuance: publishers come in varying sizes; the bigger the publisher is, the less excusable it is for it to not have a visual journalism department in-house. For smaller (and the smallest) publishers, however, having access to CC0 images is important because (a) producing original images and videos can invoke prohibitive costs and (b) distribution channels of choice such as Facebook and Twitter penalise the absence of images on links shared on these platforms.

Bigger publishers have an option and should, to the extent possible, exercise that option to hire illustrators, designers, video producers and reporters, podcasters, etc. To not do so would be to abdicate professional responsibilities. However, in the interest of leveraging the possibilities afforded by the internet as well as of keeping our news professional but also democratic, it’s not fair to assume that it’s okay to penalise smaller publishers simply because they’re resorting to using CC0 images. A penalty it will be if they don’t: Facebook, for example, will deprioritise their content on people’s feeds. So the message that needs to be broadcast is that it’s okay for smaller publishers to use CC0 images but also that it’s important for them to break away from the practice as they grow.

Second: Johnson writes,

Choosing stock images for news stories is an ethically questionable choice — you don’t know the provenance of the image, you don’t know the conditions under which it was created and you don’t know where else it has been used. It degrades the journalistic integrity of the site. Flip it around — what if there were generic quotes inserted into a story? They wouldn’t advance the narrative at all, they would just act as filler.

He’s absolutely right to equate text and images: they both help tell a story and they should both be treated with equal respect and consequence. (Later in his article, Johnson goes on to suggest visuals may in fact be more consequential because people tend to remember them better.) However, characterising stock images as the journalistic equivalent of blood diamonds is unfair.

For example, it’s not clear what Johnson means by “generic quotes”. Sometimes, some quotes are statements that need to be printed to reflect its author’s official position (or lack thereof). For another, stock images may not be completely specific to a story but they could fit its broader theme, for example, in a quasi-specific way (after all, there are millions of CC0 images to pick from).

But most importantly, the allegations drub the possibilities of the Open Access (OA) movement in the realms of digital knowledge-production and publishing. By saying, “Choosing stock images for news stories is an ethically questionable choice”, Johnson risks offending those who create visual assets and share it with a CC0 license expressly to inject it into the public domain – a process by which those who are starved of resources in one part of the world are not also starved of information produced in another. Journalism shouldn’t – can’t – be free because it includes some well-defined value-adds that need to be paid for. But information (and sometimes knowledge) can be free, especially if those generating them are willing to waive being paid for them.

My go-to example has been The Conversation. Its articles are written by experts with PhDs in the subjects they’re writing about (and are affiliated with reputable institutions). The website is funded by contributions from universities and labs. The affiliations of its contributors and their conflicts of interest, if any, are acknowledged with every article. Best of all, its articles are all available to republish for free under at least a CC BY license. Their content is not of the ‘stock’ variety; their sentences and ideas are not generic. Reusing their articles may not advance the narrative inherent in them but would I say it hurts journalists? No.

Royalty-free and copyright-released images and videos free visual journalists from being involved every step of the way. This is sadly but definitely necessary in circumstances where they might not get paid, where there might not be the room, inclination or expertise necessary to manage and/or work with them, where an audience might not exist that values their work and time.

This is where having, using and contributing to a digital commons can help. Engaging with it is a choice, not a burden. Ignoring those who make this choice to argue that every editor must carefully consider the visual elements of a story together with experts and technicians hired just for this purpose is akin to suggesting that proponents of OA/CC0 content are jeopardising opportunities for visual journalists to leave their mark. This is silly, mostly because it leaves the central agent out of the picture: the publisher.

It’s a publisher’s call to tell a story through just text, just visuals or both. Not stopping to chide those who can hire visual journalists but don’t while insisting “it’s a big part of what we do” doesn’t make sense. Not stopping to help those who opt for text-only because that’s what they can afford doesn’t make sense either.

Featured image credit: StockSnap/pixabay.