1. Chapter 17
Ethics and other informal controls

2. Personal ethics
• Ethics: rules of conduct or
principles of morality that
guide us toward the right or
best way to act in a situation
• At some point, those working
in the media may have to
make an ethical decision
about content
• A model for ethical
decisions:

3. A model for ethical
decisions
• First, define the situation. Establish the
facts.
• Determine what values are involved. Clarify
values.
• What ethical principles apply? State
principles.
• To whom do we owe a moral duty?
Deter mine loyalties.

4. Performance codes
• There is no professional review
board for those in the media,
instead many industries are
self-regulated
• Print media: American Society
of Newspaper Editors (ASNE
est. 1923),
• Adopted the Canons of
Journalism: responsibility,
freedom of the press,
independence, accuracy,
impartiality, fair play and
decency

5. Print media
Society of Professional Journalists (SPI) have four main principles:
1.Seek the truth and repor t it. Journalists should be honest, fair and courageous in reporting
the news
2.Minimize har m. Journalists should treat sources, subjects, and colleagues as human beings
deserving of respect
3.Act independently. Journalists should be free of obligation to any interest other than the public's
right to know
4.Be accountable. Journalists should be accountable to their audience and to each other
• Gannett Company has their own principles that forbid lying to get a story, fabricating news,
publishing misleading photographs
Video

6. Broadcasting
• National Association of
Broadcaster NAB code est. 1929,
abandoned in 1983 but its impact
lingers
• 1990 NAB issued voluntary
guidelines for four areas:
children's TV, indecency, violence
and drug use/substance abuse
• Radio and Television News
Directors Association have an 11-
part code for broadcast
journalists
• V-chip ratings system

7. Motion pictures
• Production Code 1930
• MPAA Rating System 1968

8. Advertising industry
The American Association of Advertising
Agencies Standards of Practice (1924)
•Covers contracts, credit extension, unfair tactics and the
creative side of advertising - which contains provisions
prohibiting misleading price claims, offensive statements, and
the circulation of harmful rumors about a competitor
Advertising Code of American Business
Public Relations Society of America

9. Organizational
policies
TV Networks
• Standards and Practices departments
• Producers
• Policy book: spells out a station's philosophy and standards of
operation

10. Organizational
policies
Newspapers and Magazines
• Operating policies: cover everyday problems and situations.
Vary from one paper to another, may cover matters such as
paying sources, conducting electronic surveillance, conflicts of
interest
• Editorial policies: guidelines that the newspaper or magazine
follows to achieve specific goals, such as a political view.
• Boosterism: favoring "good news" over negative news stories

11. Organizational
policies
Advertising
• National Advertising Review Council: objective to sustain high
standards of truth and accuracy in advertising
• National Advertising Division: evaluates complaints
• National Advertising Review Board: reviews contested
complaints, may call on the FTC

12. Outside influences
Economic pressure
• Pressure from advertisers
• Product placement in
films/TV
• Stories critical of commercial
sponsors/ favorable
news/placement for sponsors

13. Outside influences
Pressure groups
• Citizen groups can put pressure on
broadcasters and content producers
through boycotts, lobbying and
presence in the press
• ACT (Action for Children'sTelevision):
achieved the passing of the
Children's Television Act 1990
• Parents Television Council urges
members to file complaints with the
FCC
• Parents Music Resource Center:
creation of age restricted music sales