THE Press Association of Jamaica (PAJ), the professional organisation of journalists here, is in the throes of National Journalism Week celebrations, which afford serious media people a once-a-year moment to reflect on the work they do.

It can truly be said of the media that the only thing constant about it is change. Indeed, few industries in Jamaica have seen more dramatic changes in recent years than the media, none more profound than the emergence of the phenomenon called social media.

Those who were around up to the beginning of the nineties would be hard-pressed to recognise the current media landscape with the proliferation of radio stations, now numbering over 25; television stations — three free-to-air and several backroom operations; countless cable channels; Internet-powered outlet, mobile carriers and online fare.

One of the ironies of the times is that as the media field expands, the axeman has become cruelly active, downsizing on the excuse that economic constraints are forcing out staff and replacing many with modern communication technology. In fact, the wonder is that there are so many outlets still in operation, given the dwindling advertising pie which is the economic lifeblood of media.

In this context, media professionals struggle to create quality content and find their identity, knowing that pretty soon it will be survival of the fittest. The recent mergers that have surfaced are clear signs of the times.

The challenge to the traditional media, mainly from Internet and mobile devices, will likely intensify with the times. But it is worth noting that it will be awhile before it will be possible to dispense with it. This is because social media is a veritable jungle of information, a Wild West of sorts, which researchers, analysts, students and even ordinary everyday people cannot rely on for accuracy.

Traditional media survives on the mantra: when in doubt, check it out; still in doubt, leave it out. Not so social media. It is all about the urgency of now; no time to check or verify, no time for context, no concern for legal implications. It’s the early bird that catches the worm, even if the worm is an unpalatable one.

The PAJ celebrates its 72nd year, still struggling to find sufficient journalists who regard their jobs as a career. And so every meeting of the veterans of the profession segue into griping and complaints about falling standards.

To be sure, serious journalism can be a thankless job. No one elected us to do it but who can imagine what Jamaica would be like without journalists? Still there are those who find enduring satisfaction in breaking a news story, such as the so-called ‘dead babies scandal’ and highlighting the bravery of a Dr Alfred Dawes whose courage and conviction led to the removal of a Cabinet minister who just could not cope with the portfolio.

The Journalism Week celebrations were sweetened with the honouring of several longstanding members of the profession, including our own Vernon Davidson, executive editor – publications. Indulge us if we congratulate Mr Davidson for 34 years of sterling contribution to journalism, 22 years of that at this newspaper.