chapter 13 mass media and ethics
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Ethics
Chapter 13The Media in Your Life, 4/e
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Ethics in Your Life
Ethics in American Life Colonial newspapers were highly partisan
Ethical decisions were based on the view of the party they supported
Mid-nineteenth century newspapers remained partisan Began to include stories about common people
Papers were criticized for including trivial gossip Sensational journalism began in the 1890s
Commercial concerns were shaping newspapers Critics argued for good taste in story selection
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Development of Standardsfor Public Relations
Propaganda used in World War I raised ethical issues for Public Relations Edward L. Bernays argued
Crystallizing Public Opinion The public demands information and makes
up its own mind A public relations counselor was to get
clients the best possible hearing for their message
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Classical Ethics ina Modern Society
The Golden Mean The Categorical
Imperative The Principle of
Unity The Veil of
Ignorance Judeo-Christian
Ethic
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The Golden Mean
Aristotle Greek philosopher
Moderation in life Operating between two extremes
Applying the Golden Mean Reports should search for balance in news
reports Report both sides of an issue
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The Categorical Imperative
Immanuel Kant Eighteenth century philosopher
Ethical principles should be determined by what could be applied universally Absolute ethics Nonconsequential reasoning
Applying the categorical imperative If lying is unethical then a reporter who lies
to go undercover is violating ethics
The Principle of Unity
John Stuart Mill/Jeremy Bentham Nineteenth century British philosopher
What provides the greatest good for the greatest number Rule vs act / Consequential Reasoning
Applying the principle of unity Tobacco advertising is unethical
Tobacco advertising makes a profit for the media while making thousands of people sick
The Veil of Ignorance
John Rawls Twentieth century writer
Justice emerges when social differentiations are eliminated Information is treated outside social context
Applying the veil of ignorance – distributive justice ABC reporters covering Disney should be
able to ignore that Disney owns ABC
Judeo-Christian Ethic
The Golden Rule (Divine Ethics) Do unto others as you would have them do
unto you Applying Judeo-Christian ethic
Wall Street Journal reporter, Daniel Pearl, murdered by terrorists while researching a story
Before showing the video tape of the murder the reporter should ask
“If I were Daniel Pearl would I want it shown?”
Universal egoism & Ayn Rand:1905-1982
Author and philosopher
We should take actions that satisfy our self interest (not to be confused with selfishness)
Compatible with capitalism and free market philosophy-competition
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Political and Economic Demand for Ethical Behavior Credibility and Profit Credibility is an economic
incentive for ethics News organizations that
are not ethical will lose credibility
Loss of credibility will produce a loss in readers or viewers
News reporters/anchors not citing sources of information
The Video News Release (VNR) as a source
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Ethics and Media Concentration
Increased concentration of ownership has made the public more sensitive to possible unethical behavior Reporters may be afraid to cover the
conglomerates that employ them ABC News killed an unflattering story
about Disney theme parks
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Impact on Other Industries
News stories affect the subjects they cover
Can affect profits of other companies
Food Lion ABC Prime Time Live
reported on tainted food at the supermarket chain
Food Lion stock dropped $1.5 billion
Decline in food sales
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Basic Ethical Standardsin U.S. Media
Accuracy Objectivity
Unbiased Fairness and
balance Absence of fakery
Can Dateline be believed after faking video of crash?
Truth Avoid lying
Integrity of Sources Janet Cooke made up
source, a six-year-old drug addict
Avoiding conflict of interest NBC’s chief foreign
affairs correspondent, Andrea Mitchell, is married to Federal Reserve Chairman Alan Greenspan
Copyright (c) Allyn & Bacon 2008
Question
What kind of philosophy do your think guides the presentation of mass media today? Egoism (self interest), utilitarianism (for the general good), duty ethics (from Kant), or the Golden Rule (Divine Ethics)?
Question
Do you see questionable ethics with how the news is presented?