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Media Ethics, Part 1Media Ethics, Part 1Classical ethical theory:Classical ethical theory:Guidelines for decision Guidelines for decision makingmaking

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Schedule UpdateSchedule Update

This week: Media ethics (Chapter 14)This week: Media ethics (Chapter 14) Next week: Media law (Chapter 13)Next week: Media law (Chapter 13)

– Dec. 9: Study guide available for Exam 4Dec. 9: Study guide available for Exam 4 Finals weekFinals week

– TuesdayTuesday, Dec. 14: Review session (time TBD), Dec. 14: Review session (time TBD)– ThursdayThursday, Dec. 16: Exam 4 (10 a.m.), Dec. 16: Exam 4 (10 a.m.)

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Extra-credit opportunity #1Extra-credit opportunity #1

Living History: Living History: Examining the Pacific Examining the Pacific Northwest through the Lives and Work Northwest through the Lives and Work of Two 20th Century Womenof Two 20th Century Women

Tuesday, Nov. 30, 7:30 p.m.Tuesday, Nov. 30, 7:30 p.m. Commons Whitewater roomCommons Whitewater room Prof. Katrine BarberProf. Katrine Barber

– Portland State UniversityPortland State University Paper due: Friday, Dec. 3Paper due: Friday, Dec. 3

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Extra-credit opportunity #2Extra-credit opportunity #2

Social Justice Forum: Social Justice Forum: What is Islam? What What is Islam? What is Islamophobia? Where do we go from is Islamophobia? Where do we go from here?here?

Thursday, Dec. 2, 7:30 p.m.Thursday, Dec. 2, 7:30 p.m. City Council chambers, Moscow City HallCity Council chambers, Moscow City Hall

– 33rdrd & Washington & Washington Sponsored by Human Rights CommissionSponsored by Human Rights Commission Paper due Monday, Dec. 6, in classPaper due Monday, Dec. 6, in class Refreshments providedRefreshments provided

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Clicker Quiz #1Clicker Quiz #1

The data-linking feature that allows Internet The data-linking feature that allows Internet users to go directly from a highlighted word users to go directly from a highlighted word to a related file on another Web page is to a related file on another Web page is called:called:

a) Convergencea) Convergenceb) Divergenceb) Divergencec) Spammingc) Spammingd) URLd) URLe) Hypertexte) Hypertext

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Clicker Quiz #1Clicker Quiz #1

The data-linking feature that allows The data-linking feature that allows Internet users to go directly from a Internet users to go directly from a highlighted word to a related file on highlighted word to a related file on another Web page is called:another Web page is called:

e) Hypertext (http)e) Hypertext (http)

Morals vs. EthicsMorals vs. Ethics Morals = An individual’s code of Morals = An individual’s code of

behavior based on religious or behavior based on religious or philosophical principles. philosophical principles. – Morals define right and wrong in ways that Morals define right and wrong in ways that

may or may not be rational.may or may not be rational. Ethics = A rational way of deciding Ethics = A rational way of deciding

what is good for individuals or society. what is good for individuals or society. – A way to chose between competing moral A way to chose between competing moral

principles or when there is not a clear right principles or when there is not a clear right or wrong answer.or wrong answer.

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What are ethics?What are ethics?

Framework for behaviorFramework for behavior Guidelines for decision-makingGuidelines for decision-making Expected levels of performance as Expected levels of performance as

a media professionala media professional Often higher standards than lawOften higher standards than law

– Legal conduct is not always ethicalLegal conduct is not always ethical

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Ethical theoriesEthical theories

1.1. The Golden MeanThe Golden Mean2.2. Judeo-Christian EthicJudeo-Christian Ethic3.3. Categorical ImperativeCategorical Imperative4.4. Principle of UtilityPrinciple of Utility5.5. Veil of IgnoranceVeil of Ignorance

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1. The Golden Mean1. The Golden Mean

AristotleAristotle– Greek philosopherGreek philosopher– 384 B.C.-322 B.C.384 B.C.-322 B.C.

Moderation in Moderation in health, behaviorhealth, behavior

Seek balance Seek balance between extremesbetween extremes

1. The Golden Mean1. The Golden Mean What does it mean for journalists?What does it mean for journalists?

Moral virtue is appropriate Moral virtue is appropriate location between two extremes.location between two extremes.

David Martinson says:David Martinson says:Journalists take overly simplistic Journalists take overly simplistic view of Golden Mean, assume it view of Golden Mean, assume it values compromise rather than values compromise rather than finding virtue.finding virtue.

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1. The Golden Mean1. The Golden Mean

““A virtuous journalist is one who A virtuous journalist is one who communicates truthfully in a manner which communicates truthfully in a manner which will enable the reader or listener to better will enable the reader or listener to better understand the reality of the community, understand the reality of the community, nation and world. … The journalist will nation and world. … The journalist will show respect for human dignity and show respect for human dignity and individual circumstances.”individual circumstances.”

– David Martinson, media ethicistDavid Martinson, media ethicist

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2. Judeo-Christian Ethic2. Judeo-Christian Ethic

The Golden RuleThe Golden Rule ““Do unto others as Do unto others as

you would have you would have them do unto you”them do unto you”

Treat others with Treat others with respect, dignityrespect, dignity

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3. Categorical Imperative3. Categorical Imperative

Immanuel KantImmanuel Kant– German philosopherGerman philosopher– 1724-18041724-1804

Categorical imperative Categorical imperative = Seek principles that = Seek principles that can be applied to allcan be applied to all

Also called “absolute Also called “absolute ethics” (no exceptions)ethics” (no exceptions)

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4. Principle of Utility4. Principle of Utility

John Stuart MillJohn Stuart Mill– English philosopherEnglish philosopher– 1806-18731806-1873

UtilitarianismUtilitarianism = = Greatest good for Greatest good for greatest numbergreatest number

Example: Bernays, Example: Bernays, Torches of FreedomTorches of Freedom

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5. Veil of Ignorance5. Veil of Ignorance

John RawlsJohn Rawls– U.S. philosopherU.S. philosopher– 1921-20021921-2002

Seek justice by Seek justice by overlooking social overlooking social distinctionsdistinctions

Fairness results when Fairness results when no one knows others’ no one knows others’ social-economic statussocial-economic status

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Ethics in public relationsEthics in public relations Hill & KnowltonHill & Knowlton

– Washington, D.C., Washington, D.C., PR consultantPR consultant

1991: Citizens for a 1991: Citizens for a Free KuwaitFree Kuwait– Sponsored by Sponsored by

Kuwaiti royal familyKuwaiti royal family pp. 517-518pp. 517-518 VIDEO: VIDEO: Counterfeit Counterfeit

CoverageCoverage

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Ethics in public relationsEthics in public relations Hill & Knowlton’s goal: Hill & Knowlton’s goal:

build support for U.S. build support for U.S. military action against Iraqmilitary action against Iraq

Tactics:Tactics:– ResearchResearch– RalliesRallies– Video news releasesVideo news releases

Ethics in public Ethics in public relationsrelations Are attempts to manipulate public Are attempts to manipulate public

opinion through PR ethical?opinion through PR ethical? Should Hill & Knowlton have Should Hill & Knowlton have

investigated woman’s claims investigated woman’s claims before arranging her testimony?before arranging her testimony?

Who should the PR agency have Who should the PR agency have first loyalty to: the client or the first loyalty to: the client or the public?public?

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Clicker Quiz #2Clicker Quiz #2

Which of the following ethical theorists is Which of the following ethical theorists is associated with the principle of associated with the principle of utilitarianismutilitarianism, also known as “the , also known as “the greatest good for the greatest number”?greatest good for the greatest number”?a) Aristotlea) Aristotleb) John Stuart Millb) John Stuart Millc) John Lockec) John Locked) John Calvind) John Calvine) Robert Maynard Hutchinse) Robert Maynard Hutchins