JOURNALISM ETHICS & ISSUESCLASS #13 | JRNL 4650 | FALL 2016

• Instructor: Bill Mitchell • bmitch (at) gmail (dot) com• 727-641-9407• 20 October 2016 | Northeastern Univ.

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WHAT WE’LL DO TODAY • Journalism Ethics on Social Media by Ben

• Your Personal Ethics Guidelines

• Review of Foreman’s Chapter 11: The Business of Producing Journalism

• Ethical issues in the Presidential Campaign

• Assignments for Class with Dan Kennedy Tues Oct. 25

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YOUR ETHICS GUIDELINES

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• Ethics code as process: Georgie

• Following a code enroute to justifying your decision: Ali

• Considering a context that includes audience: Tessa

• Accuracy as gateway to truth, trust & respect: Olivia

• 3 tests -- front page, mom, God-as-my-witness: Marie

• Be fearless: Zafirah

• Be patient: Anita

• Ongoing conversation w/ sources, readers, colleagues: Elise

FOREMAN CHAPTER 11: THE BUSINESS OF PRODUCING JOURNALISM

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• Comparing the news business with other businesses

• News: $63-$65 billion

• Video games: $93 billion

• Google: $75 billion

• Starbucks: $15 billion

THE MEDIA LANDSCAPE:WHERE PEOPLE GO FOR NEWS

7Source: Pew Research Center

THE MEDIA LANDSCAPE:

WHERE PEOPLE GO FOR NEWS,

CONT.

8Source: Pew Research Center

DECLINE OF NEWSPAPER AD REVENUE

9Source: Gigaom.com

GROWTH OF DIGITAL AD REVENUE, BUT…

10Source: Gigaom.com

EMERGING FORMS OF DIGITAL ADVERTISING:EARNED, PAID AND OWNED

11Source: Gigaom.com

• Earned Media: Word of mouth, media coverage of a worthy product, etc.

• Paid Media: Advertising that resides on a news organization’s site, includes traditional banner ads as well as native advertising; sometimes used to drive traffic to a brand’s Owned Media

• Owned Media: Advertising that resides on the brand’s own site

EMERGING FORMS OF DIGITAL ADVERTISING

12Source: Gigaom.com

• Sponsored content: Advertising that appears on a news organization’s site in a form that…

• Looks more like news than advertising, but hopefully

• is clearly marked as sponsored

• is not produced by the regular news staff

• actually provides useful, engaging information as opposed to simple promotion of a product

EMERGING FORMS OF DIGITAL ADVERTISING

13Source: Gigaom.com

• Native advertising: Advertising that appears on a news organization’s site in a form that…

• Looks more like news than advertising, but hopefully

• is clearly marked as advertising or paid content

• actually provides useful, engaging information as opposed to simple promotion of a product

EMERGING FORMS OF DIGITAL ADVERTISING

14Source: Gigaom.com

• Content marketing: Advertising that often appears on a brand’s own site (so called owned media) and

• actually provides useful, engaging information as opposed to simple promotion of a product

PROBLEMS WITH A CARELESS APPROACH TO SPONSORED CONTENT

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THE ATLANTIC’S APOLOGY

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IMPROVED APPROACH TO SPONSORED CONTENT

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ADVANTAGES OF NATIVE VS. TRADITIONAL ADS

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Source: businessinsider.com

NATIVE ADVERTISING, IMPROVED

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EXAMPLE OF CONTENT MARKETING/ADVERTISING WELL DONE

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• By WP Brand Studio: The Washington Post’s in-house ad/marketing agency:

ANALYSIS OF TRUTH OR DENIAL(LINKS TO FULL ARTICLE)

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CONTENT MARKETING: USEFUL, ENGAGING ON BEHALF OF BRANDS

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CAMPAIGN ISSUES

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CAMPAIGN ISSUES

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CAMPAIGN ISSUES: PUTTING PHOTOSHOP TO GOOD USE

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ASSIGNMENTS FOR TUESDAY OCT. 20• Read Dan Kennedy’s paper on Bezos ownership of Washington Post:

http://shorensteincenter.org/bezos-effect-washington-post/

• Read Jack Shafer’s look at newspapers’ decision to go digital: http://www.politico.com/magazine/story/2016/10/newspapers-digital-first-214363

• Read Steve Buttry’s rebuttal of Shafer: https://stevebuttry.wordpress.com/2016/10/18/the-newspaper-industrys-colossal-mistake-was-a-defensive-digital-strategy/

• Read Dan Kennedy’s Storify about the Shafer piece: https://storify.com/dankennedy_nu/print-versus-digital-special-2016-edition

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