Byron Buckley (left), president of the Press Association of Jamaica, greets the Reverend Everton Jackson of the Calvary Baptist Church in Montego Bay, St James, after the church's First Sunday of Advent service yesterday. - Photo by Christopher Thomas

WESTERN BUREAU:

A Montego Bay, St James, pastor has warned the media that they possess great power and influence which, if not responsibly used, could have more of a destructive impact on society than a positive one.

The Reverend Everton Jackson of the Calvary Baptist Church in Montego Bay gave the warning to the Press Association of Jamaica (PAJ) during the church's First Sunday of Advent service, which was held on the weekend.

The service was held in conjunction with the start of the PAJ's annual National Journalism Week, held this year under the theme 'Advancing Quality Journalism, Safeguarding Democracy'.

Media must act with wisdom

In his sermon, which was given under the theme 'Think on These Things', Jackson noted that the media, as agents of socialisation, provide information, education and entertainment through printed and electronic means. Because of the power this affords the press, he said, members of the fraternity must exercise due care, discernment and wisdom in executing their duties.

In an address read to the congregation by PAJ President Byron Buckley, Prime Minister Bruce Golding lauded the association for its role in helping to build the nation and the efforts made by the local media to present Jamaica to the world in a positive light.

Janet Silvera, president of the Western Jamaica Media Association, pointed out in her address that the Church and the media share similarly powerful spheres of influence in society.

In his own address, Buckley said, "We are acutely aware of the role of the media in the life of our young democracy and, in this regard, I implore media practitioners to not only act as a mirror that reflects what needs to be fixed in society, but we should also reflect and project what's good and what's right."