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Joseph R. Dominick

University of Georgia--Athens

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Part IV

Regulation of the

Mass Media

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Chapter 16

Ethics and Other Informal Controls

Personal EthicsPerformance Codes Internal ControlsOutside InfluencesC

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Ethics are rules of conduct or principles of morality that point us toward the right or best way to act in a situation.

Personal Ethics

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Principle of the Golden Mean – Aristotle

Moral values lies between two extremes. Moderation is the key. The proper way of behaving lies between doing too much and doing too little.

Example: coverage of civil disorders

Personal Ethics

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The Categorical Imperative – Immanuel Kant

What’s right for one is right for all. We act according to rules we want to see universally applied. Conscience informs us what is right.

Example: Use of deception in news gathering

Personal Ethics

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Principle of Utility – Bentham and Mill

The best ratio of good to evil for the general society. How much good is done? How much evil is avoided? 1. Calculate the consequences. 2. Choose the path that maximizes good and/or minimizes evil.

Example: printing the Pentagon Papers

Personal Ethics

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Veil of Ignorance – John Rawls

Justice is blind. Justice emerges when we treat everyone without social differentiations. All parties in a dispute should be placed behind a veil of ignorance.

Example: Press – politician relationships

Personal Ethics

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Principle of Self-Determination – Judeo-Christian

Human beings have value apart from any circumstances. They should not be used to accomplish an end if that violates their self-determination. “Love your neighbor as yourself.”

Example: press should avoid being used by sources

Personal Ethics

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Definitions

Values

Principles

Loyalties

Action

Personal Ethics

~ Ralph Potter

What are the facts? What are our alternative possible actions?What values are involved? Which values are more relevant to deciding a course of action?What ethical principles

apply? Where do our loyalties lie? To whom do we owe our highest moral duty and obligation?

Example

Pro Basketball Superstar

Kobe Bryant

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Acculturation in a media context is the tendency of media professionals to accept the ideas, attitudes, and opinions of the group they cover or with whom they have significant contact.

Example: California policemen in a bar

Personal Ethics

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American Society of Newspaper Editors Seven Canons of Journalism (1923)ResponsibilityFreedom of the pressDecencyAccuracy ImpartialityFair play Independence

Performance Codes

The Print Media

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Society of Professional Journalists

(1923, 1973, 1984, 1987, 1996) See the truth and report itMinimize harmAct independentlyBe accountable

APME, Gannett also have codes

Performance Codes

The Print Media

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National Association of Broadcasters

Code of Good Practice (b. 1929, d. 1983)Children’s TV IndecencyViolence Drug and substance abuse

2000: Lieberman and McCain’s failed bill

Radio and Television News Directors Association: 11-part code

Performance Codes

Broadcasting

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Motion Picture Producers and Distributors of America (1930)Motion Picture Production CodeWhat to avoid; what to be careful about 20 pages of specific text

Legion of DecencyMotion Picture Association of America (1968+)Ratings of individual movies:

G, PG, PG-13, R, and NC-17

Performance Codes

Motion Pictures

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American Association of Advertising Agencies

Standards of Practice (1924)Misleading price claimsOffensive statementsRumors about competitors

Advertising Code of American Business

Public Relations Society of America (1954+)

Performance Codes

The Advertising Industry

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1950s+: “Standards and Practices” departments made thousands of decisions on dialog, plot lines, and visuals

1980s+: S&P departments smaller, far fewer content decisions. Networks rely on program producers

Influence of cable on broadcastMost local stations have a policy book

Internal Controls

Self-Regulation in Television

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Operating policiesEveryday problems and situationsFreebies, deceptive practices, junkets, and

outside jobsEditorial policies

Used when persuading the public on certain issues or to achieve specific goals

Boosterism (example: Flint, Michigan)

Internal Controls

Self-Regulation in Print

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Internal Controls

Council of Better Business BureausAmerican Advertising Federation

American Association of Advertising IndustriesAssociation of National Advertisers

National Advertising Review Council(NARC)

Self-Regulation in Advertising

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NARC composed of two divisionsNational Advertising Division (NAD)

Handles complaints about ads Competitors or consumers

National Advertising Review Board (NARB)Handles complaints unresolved by NADComplaints can be forwarded to the FTC

Internal Controls

Self-Regulation in Advertising

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Economic Pressures – Pressure from Advertisers Dependency on ad revenues

susceptibility to advertising pressures

Product placementEsquire kills story about gay student (1997)Boston Herald’s reporterColumbia Journalism Review (2000): 33% of

reporters avoid stories that are detrimental to their advertisers

Outside Influences

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Economic Pressures – Business PoliciesTrading positive news coverage for ad spaceTrading away negative news coverage for ad spaceNike and San Francisco’s “Bay to Breakers” raceRevenue-related reading matter

Outside Influences

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Outside Influences

Pressure GroupsBoycotts Bad publicityLegal – Civil suits and attempts to revoke licenses Action for Smoking and Health (ASH)Action for Children’s Television (ACT)

Supervisor for children’s programmingBan drug and vitamin ads from kid’s showsBan on host sellingReducing ads on Saturday morning1990 Children’s Television Act

Mothers Against Drunk Driving (MADD)

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Press Councils An independent agency who monitors the

performance of the media on a day-to-day basisHandles complaints through reports and publicityOnly a few in the USA

Education Teaching and practicing ethical reasoningDeveloping a system of ethical reasoningDeveloping an awareness of ethics in a student’s

media outlook

Outside Influences