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By Dr Parkie Mbozi IN LAST week’s article I elaborated the traditional functions of the mass media from normative and functionalist perspectives and how the media’s effective execution of these two functions will be crucial as Zambia goes to the polls this year. I further elaborated that an ‘ideal media’ will be crucial to ensuring that the 2021 elections are transparent, free and fair. The question is, how do we get the ‘ideal media’, that is judged as free, independent and, above all, ethical or professional during the elections and, more importantly, beyond August 2021? The answer to this question, in my strongest of views, is going back to the drawing board, to the basics. That means another round of comprehensive media reforms, akin to the post-1991 reforms that the nation embarked on at the dawn of multiparty democracy under the Third Republic. The reforms culminated in very progressive pieces of legislation relating to freedom, independence and professionalism of

United statesParkie mboziDora siliyaChanda kasoloMedia councils or press ombudsmenMedia or press freedomBroadcasting authorityZambia media councilMedia council of zambiaInformation servicesFounding fatherThird republic mediaPress freedomInformation billState securityIndependent broadcasting authority act