Issue link: https://maltatoday.uberflip.com/i/1513813
maltatoday | SUNDAY • 31 DECEMBER 2023 OPINION 5 Saviour Balzan A far cry from the newsroom Saviour Balzan is founder and co-owner of Media Today, publisher of MaltaToday, he is a TV host and pollster WHEN editors sit down and fig- ure out what will be the themes for 2024, they tend to focus on politics. People in the media, af- ter all, are caught up in a tsuna- mi of news emanating from the political parties, government, their detractors and their com- munication directors. But sometimes those of us im- mersed in this news deluge from politicians tend to forget that most common folk are uncon- cerned with politics. I have yet to meet one individual in the last six months who praised a single poli- tician. It is a great pity. So, the question is what really concerns people. The reality is that most people are generally the complete opposite of the altruists and philanthropists we collectively believe. It is not a Maltese trait to be altruist… it is simply a human one. Most people are only motivated with what they can gain and nothing else. And in most cases, they get started upon some issue when it concerns them or has a direct impact on them. There are exceptions to the rule surely, but even when it comes to environmental is- sues, the motivation is purely powered by NIMBY (Not in my backyard) syndrome. The one thing that moti- vates people is money in their pockets and when that dries up they start to cry wolf about everything else they can think about. And the only explanation for the high tolerance to what is happening around us is partly due to the fact that we are liv- ing rather comfortably for now, still making ends meet and not in a dire state. So, what is a priority for the Maltese today? What is of con- cern? Meet young people, and it is all about having fun and mak- ing money. Being free, being able to travel and not making commitments. Meet families, and their main concern is seeing their chil- dren get the best education and have enough revenue to keep up with the Joneses and in some cases with the Kardashi- ans. Indeed, a cursory look at the luxury cars, expensive bags and botox all around recounts a different narrative to the one we imagine in our newsrooms. Going up in age, the concerns change. Here people are more nostalgic, more prone to com- plaining about change whether it is landscape or even the cost of living. And health becomes a big issue. At my age, you walk into a drinks party and everyone is talking of high blood pressure and cholesterol and about spending two weeks not drink- ing alcohol. I mix with different groups, and the subject is now invari- ably the same everywhere. In Fawlty Towers it was 'Do not mention the war,' now here in Malta it is 'Do not mention politics or politicians.' There is a sense of déjà vu; anything goes and nothing will change. Which is why so many people choose not to read, or to en- gage and only talk of their next trip abroad. I am in awe at the destina- tions people seek and visit. If people have lost hope that things will not change, they want to show it by not contest- ing anything. They have chosen to be part of that ever growing following of non-voters. If there is a business which is struggling it is not the politi- cians who will still get elected and jump on the Brussels gravy train, but us the media who are increasingly losing relevance. Which is why we need to change our song and our sta- tion. We need to sensitise our audience and make them listen to what we have to say. Poets and authors and artists tend to accept that their audi- ences are small, refined, intelli- gent and curious. Here in the media we still believe we have large audienc- es following us and continue to plod on irrespective of the changing world. 2024 will be a year of reckon- ing, not only for some politi- cians but also for the Maltese. I have a feeling that with a tougher economic climate they will start to open up to other issues. Making them more sen- sitive to the real world. It is a cycle that tends to re- peat itself over and over again... only time will tell whether the media will manage to capture this sentiment and be able to partially set the agenda of the nation and the drinks parties. A Happy New Year to all! In Fawlty Towers it was 'Do not mention the war,' now here in Malta it is 'Do not mention politics or politicians.' There is a sense of déjà vu; anything goes and nothing will change.