ETHICAL ISSUES IN MASS COMMUNICATION

There is no doubt that the mass media wield

considerable power over the way society lives

Jimi KayodeAdebola Adegunwa School

of Communication,Lagos State University,

Lagos, Nigeria.

Whenever people or a group of people have

power to influence the lives of others, ethical

obligations become imperative

Thus the considerable power that the mass

media wield obliges them to work within ethical

parameters

Definitions of ethics

Ethics comes from the Greek word ethos, meaning character, or what a good

person is or does in order to have a good character.

In general, ethics deal with the philosophical foundations of decision

making, or choosing among the good or bad options that the individual faces

[Black, Steele, & Barney, 1999]

The focus of ethics is to determine how to behave in order to ensure that our

life is flourishing, successful, worth living and fulfilling [Elegido,

2009]

Ethics is derived from the Greek ethos, meaning custom, usage

or character. It is often thought of as a rational process

applying established principles when two moral obligations

collide.It reflects a society’s notions

about the rightness or wrongness of an act and the

distinction between virtue and vice.

Ethics involves the evaluation and application of those moral values that

a society or culture has accepted as its norms

[Day, 1991]

Acting ethically seems to be, 1. acting intelligently as opposed to being carried away by one’s urges and

emotions; and

2. taking the interests of others into account as

opposed to acting in a purely egoistic manner

Ethics vs Morality

Moral is derived from Latin mos or moris or mores meaning among other things “way of life” or “conduct” or “the way or manner in which people behave”.

It is often associated with religious beliefs and personal behaviour.

Morality is, at the very least, the effort to guide one’s conduct by reason- that is, to do what there are the best reasons for doing- while giving equal weight to the interests of

each individual who will be affected by one’s conduct

[Rachels,1995]

The Three Branches of Ethics

Meta-ethics, is concerned with the study of the characteristics or nature of ethics. It examines concepts such as right, justice and fairness.

Normative ethics, is concerned with developing general theories, rules and principles of moral conduct.

Applied ethics, is the problem-solving branch of moral philosophy that addresses specific ethical issues and cases

Principles of Moral Virtue

Credibility

Integrity

Civility

The Moral Reasoning Process

Situation Definition

DecisionAnalysis

Situation Definition

Description of facts

Identification of principles and values

Statement of ethical issue or question

Analysis

Weighing of competing principles and values

Consideration of external factors

Examination of duties to various parties

Discussion of applicable ethical theories

Decision

Rendering of moral agent’s decision

Defense of that decision based upon moral theory

Requirements of a System of Ethics

Shared values – common norms Wisdom – based on sound reason &

experience Justice – fairness, no double standards Freedom – freedom of choice Accountability - responsibility for our

deeds and misdeeds

Six Stakeholders to whom we are obligated

Individual conscience Objects of moral judgment Financial supporters The institution Professional colleagues society

The nexus of law and ethics

It is the moral force of the law that provides the legitimacy of our legal codes.

All parties have the same moral obligations to comply with the law

A just law might be violated in emergency or when a higher moral principle is involved.

Ethical Highways & Byways

pragmatic

Desire for success

Machiavelli

Doing Ethics

Seek truth and report it

Act independent

ly

Minimize harm

Be accountable

Seek Truth and Report it

Journalist should be honest, fair and courageous in gathering, reporting and interpreting information

Minimize Harm

Ethical journalists treat sources, subjects and colleagues as human beings deserving of respect

Act Independently

Journalists should be free of obligation to any interests other than the public’s right to know

Be Accountable

Journalists are accountable to their readers, listeners, viewers and each other

Three Principles for Resolving Ethical Dilemmas

Do what is best for the greatest number of people [end-based thinking]

Follow your highest sense of principle [rule-based thinking]

Do what you want others to do to you [care-based thinking]

Fundamental Ethical Issues in Media Ethics

Issues of the rights of the individual against the good of the public or society at large

Issues of the good of the public being against the economic interests of the media owners

Issues relating to the power of the media in shaping and influencing public discourse

Other Ethical Issues

The gate keeping function

Stereotypes in the media

Accuracy and Truth in the

media