Agony and Ecstasy Norris Armstrong University of Georgia-Athens
Joseph R. Dominick University of Georgia--Athens
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Transcript of Joseph R. Dominick University of Georgia--Athens
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 1
Joseph R. Dominick
University of Georgia--Athens
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 2
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