Richard E. CaplanThe University of Akron

15. Ethics

Christopher BurnettCalifornia State,

Long Beach

Origin of Ethical Concepts in Journalism

• From Ethos– Greek word for governing traditions

– Privileges carry obligations

• Ethical issues in media– Truthfulness– Fairness

• No conflict of interest

– Privacy• Not divulging potentially embarrassing items

– Responsibility• Not exploiting

Andy Nelson/Christian Science Monitor/Getty Images

Defining Ethical Dilemmas

• Truthfulness– More than just accuracy– Armstrong Williams

• Misrepresentation– Jayson Blair, 2003

• Widespread plagiarism and fabrication

– Janet Cooke, 1980• Won Pulitzer Prize• Story was fabricated

• Disinformation– Planting false stories in the media

– Government using media

AP/Wide World Photos

Jayson Blair

Defining Ethical Dilemmas

• Fairness– Implies impartiality– No benefit for the reporter

• Insider Friendships– Too close to the people in the story

• Conflict of Interest– Division of loyalties– Accepting “freebies” and “junkets” from story subjects

• Checkbook Journalism– Paying for interviews with subjects

Ken James/Corbis

Maria Shriver had NBC connections

Defining Ethical Dilemmas

• Privacy– Balancing truth with rights to privacy

• Reporting on Illness– Public figures and AIDS– AIDS implies sexual orientation

– If the figure wants to maintain the information as private, should it stay private?

• Reporting on Rape– Rape victims are not named– Balancing benefit of printing the name vs. not printing it

Kevork Djansezian-Pool/Getty Images

Defining Ethical Dilemmas

• Responsibility– Not just what is reported, but how it’s reported

• Staged Accidents, 2006– Lindsey Lohan’s car rammed by photographer

– Aggressive paparazzi

• Phony Web Story, 2004– Fox forced to retract story

– Falsely reported Democratic presidential candidate John Kerry saying, “Women should like me. I do manicures,” after debate.

Evan Augostin/Getty ImagesLindsey Lohan

Philosophy of Ethics

• Aristotle’s Golden Mean– All things in moderation

• Kant’s Categorical Imperative– “What if everyone acted this way?”

• Mill’s Principle of Utility– The greatest happiness for the greatest number

• Rawl’s Veil of Ignorance– Basic respect for everyone

• Judeo-Christian View– Love your neighbor as yourself

NAB Code of Ethics

• National Association of Broadcasters

• Member TV Stations• Code covered news and entertainment– Responsible handling of violence

– Consequences of violence shown

• Struck down in 1976– Declared in violation of First Amendment

• Replaced by voluntary “Guidelines”

Andy Nelson/Christian Science Monitor/Getty Images

SPJ Code of Ethics

• Society of Professional Journalists (SPJ)• Major Points

– Seek Truth and Report It• Identify sources• No misrepresentation or distortion• Avoid misleading staged events• Never plagiarize• Avoid stereotyping• Distinguish between advocacy, advertising & news

– Minimize Harm (Be sensitive)– Act Independently (refuse gifts and favors)– Be Accountable

• Admit mistakes

RTNDA Code of Ethics

• Radio-Television News Directors Association – Balanced, fair and accurate

• No sensationalism• No deception

– Avoid conflicts of interest– Respect dignity and privacy– Protect confidentiality– Respect the right to fair trial– Broadcast other broadcasters only with permission

– Actively encourage observance of the code

PRSA Code of Ethics

• Public Relations Society of America– Deal fairly with clients, employers and general public

– Adhere to truth, accuracy and good taste

– Do not intentionally communicate false or misleading information

– Identify any client or employer

– Do not guarantee results beyond one’s direct control

AP/Wide World Photos

Media Response to Criticism

• News Councils– Minnesota News Council– Honolulu Community Media Council

– Dealing with public complaints

• Readers’ Representatives– Ombudspersons– Liaison with the public

• Correction Boxes– Printed daily– Used for retractions or modifications

• Editors– Many deal with complaints directly

Michael Connors/morguefile.com

The Importance of Professional Ethics

• Daily issues in the newsroom

• Issues usually dealt with publicly

• Information as a public trust– Should not be weakened by untruth, bias, intrusiveness or irresponsibility

• Power with responsibility

The New Yorker Collection 2004 Annie Levin cartoonbank.com

Critical Discussion

1. Reporting on rape cases typically does not reveal the identity of the victim. Critics say this secrecy favors the rapist. What do you think?

2. Assess media handling of the shooting on the Virginia Tech campus in 2007. Did NBC News make the right call in airing portions of the photos, videos and text sent to them by the shooter? What other ways could the situation have been handled?