Chapter 14: Media Ethics

Study

Morals are defined as a religious or philosophical code of behavior that may or may not be rational and ethics are derived from moral-based decision making. Scholars such as Aristotle, Kant, Rawls, and Mills have contributed their individual insights and beliefs and have shaped modern ethical theory.

The Hutchins Commission was created in 1947 under the direction of Henry Luce. The committee's findings outlined the responsibilities the media has to the public and the obstacles that mat prevent them from being fulfilled. The committee also listed the requirements for a responsible press.

Untruthfulness reared its ugly head several times in the 1980s and 1990s in several internationally respected newspapers and magazines. Stephen Glass, Mike Barnicle, and Patricia Smith were able to beat the industry's fact-checking system and trick readers into believing they were reading journalistic efforts and investigative reporting worthy of winning awards. Accuracy also came into play when several teen magazines admitted that they “created” reader-submitted letters from multiple letters in an attempt to appeal to a larger audience. In addition to the lack of the truth, another hit on the respectable media outlets is the tendency to dabble in sensational and made-for-tabloid stories. Mixing these stories with and presenting them alongside serious news creates credibility and dilution questions.

The search for a miracle story led to a large number of media outlets running stories claiming all of the miners in the Sago Mine disaster were alive, when the opposite was true--most had perished. The search for a perfect picture, or a picture that tells the story that someone “wants” to tell, has led to many instances of photo manipulation. Some manipulations are harmless in nature, while others have attracted national criticism and outrage.

Taking on the role of reader representative is the job of the ombudsman. Listening to readers and making sure their voices are heard with the editorial staff keeps the media in check. As for professional governing bodies, the Society of Professional Journalists and the Public Relations Society of America have clear codes of ethics they expect their members to live by. The Federal Trade Commission and several other regulatory agencies ensure advertisers act ethically and in the best interest of consumers.

Advertisers have a powerful voice in the media, and not just because their cash infusions keep the media afloat. Having editorial input or requiring that they given notice about content that runs alongside advertising has given advertisers increased status in the entire media process.

The Family Friendly Programming Forum was created to promote programming that would provide an environment where member advertisers would not have to question their decision to purchase ads alongside certain programming.

Learning Objectives

•  Know the key ethics scholars and their contributions to ethics theory.

•  Know the function of the Hutchins Commission and its findings.

•  Know the journalists accused of fabrication and how they were able to get away with it.

•  Understand the scenarios that foster a corporate conflict of interest situation.

•  Understand the practices of sensationalism and tabloidization.

•  Understand the ethical situations that occur over publishing photos.

•  Know the roles and responsibilities of the ombudsman.

•  Know the agencies responsible for regulating the advertising industry.

•  Understand the influence advertisers have on media content.

Review Questions

1. What is the veil of ignorance?


2. How was Stephen Glass able to beat the fact checkers?

3. What are the causes of increased instances of sensationalism and tabloidization?

4. What mistakes were made in the media coverage of the Sago Mine disaster?

5. What are the roles and responsibilities of the ombudsman?

6. What is the Family Friendly Programming Forum?