1. Media Ethics
Chapter 15

2. ‘Moral rules of conduct that guide one’s decisions.’
Ethics
‘Moral rules of conduct that
guide one’s decisions.’

3. Aristotle’s Golden Mean
‘Appropriate location between two extremes’
Moderation & balance
Include various points of view
Balance commercial or journalistic interest against public interest

4. Golden Rule ‘Do unto others…”
Media should reflect what producers would want served to them
Behaviors should reflect how journalists, other practioners would want to be treated

5. Kant’s Categorical Imperative
‘Act on that maxim you wish to become universal law.’
Take action in ways you want to be universal
What is good for one is good for all

6. Situational Ethics
Moral principles are relative to the situation at hand
Intuitive sense of what is right
Break rules if situation requires it

7. Mill’s Utility Principle
‘Seek the greatest happiness for the greatest number’
Consider potential benefits and harm
Decide what will harm the fewest or benefit the most

8. Dewey’s Pragmatic Ethics
Judge actions by their results
Think ahead about consequences
Try to determine appropriate action by anticipating probable outcome

9. Potter’s Box

10. Media Professionals Guidelines
Basic premises:
Media professionals enjoy special measure of freedom
Creates obligation to use it responsibly
Society’s welfare is more important than individual rights

11. Guidelines Present meaningful news
Accurate & separate from opinion
Provide forum for exchange of comment & criticism
Expand points of view

12. Guidelines Represent groups in society
Avoid stereotypes
Clarify goals & values of society
Avoid pandering to lowest
Provide broad coverage
Look for unreported, important information

13. Corporate Ethics Media firms are part of large conglomerates
‘Bottom line’ focus causes ethical lapses
Pressure on top executives for ‘appearance’ of profits
Shortchanging public service obligations

14. Ethical Limits on Free Speech
Legal stories may still be unethical
Indecency
Accuracy
Fairness
Confidentiality

15. Problems in Media Speech
Sensationalism
(Over)dramatizing issues
Focusing on most salacious points
Bribery
Junkets & freebies
Commercialism
Focus on dramatic
Sacrifice news value for ratings
Press release journalism
Let PR dictate stories

16. Entertainment Ethics
Determine entertainer’s responsibility for media effects
Should there be any restraints on ‘artistic freedom’?
Restraints on ‘commercial freedom’?
Payola

17. PR Ethics Private advantage at the expense of public good?
Government & political use of PR
PR code of professional standards

18. Advertising Ethics Promotion of harmful products Product placement
What is advertiser’s responsibility?
Product placement
Hidden advertising?
Stereotyping
Ads are powerful representations
Consumer privacy
Which techniques/practices are unethical?
Deceptive advertising

19. Research Ethics Do researchers have the right to intrude? Guidelines:
No deception
No coercion
Must be voluntary
Must be informed
Human subjects protocols

20. Consumer Ethics Sharing or stealing? Plagiarism Web surfing
Intellectual property rights vs. freewheeling culture of Internet
Plagiarism
Internet makes it easier to do, easier to discover
Web surfing
Harassment
Hacking
Personal information use