Media ethics guide on deception, conflicts of interest and more

MEDIA ETHICS
BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
MEDIA ETHICS

ETHICS
•WHAT ARE ETHICS?
• IT IS A MORAL PRINCIPLE THAT GOVERN
A PERSON'S OR GROUP'S BEHAVIOR
• THE BRANCH OF KNOWLEDGE THAT
DEALS WITH MORAL PRINCIPLES
Media ethics

ETHICS
• ETHICAL DILEMMAS HAVE
ALWAYS EXISTED, BUT THE
INTERNET AND SOCIAL MEDIA
ARE PRESENTING NEW
CHALLENGES.
Media ethics

WHEN CONFRONTED BY A
DILEMMA
• ASK YOURSELF -
• ●IT MAY BE LEGAL, BUT IS IT ETHICAL?
• ●WHAT’S THE HARM VS. WHAT’S THE BENEFIT?
• ●IS OMITTING THE TRUTH THE SAME THING AS
LYING?
Media ethics

DILEMMA
• THIS TYPE OF MENTAL POSITIONING CAN
OFTEN BE SHORTSIGHTED, MISGUIDED, AND
SELF-SERVING IF THERE AREN’T FULL
CONSIDERATIONS
• ETHICAL DECISION-MAKING GOES BEYOND THE
OFTEN USED AND LIMITED EVALUATION AS TO
WHETHER SOMETHING IS “GOOD OR BAD” OR
“RIGHT OR WRONG”.
Media ethics

DILEMMA
• THEREFORE, THESE THREE COMPONENTS DRIVE
INDIVIDUALS TO T E S T T H E I R
C O N S I D E R A T I O N S T O D E T E R M I N E I F
T H E I R C H O I C E S A N D S U B S E Q U E N T
D E C I S I O N S ARE MADE FOR CONVENIENCE REASONS.
• THE CHALLENGE IS THAT TOUGH OR HEART-WRENCHING
DECISIONS CAN CAUSE INDIVIDUALS TO ANALYZE TOO
MUCH OR BE PARALYZED BY PERCEIVED PERSONAL RISK(S)
OF MAKING AN ETHICAL DECISION VERSUS THE VALUE OF
DOING THE RIGHT THING(S).BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

7 DEADLY SINS OF JOURNALISM
Media ethics

I. DECEPTION
• SOMETIMES DECEPTION IS USED IN INVESTIGATIVE
JOURNALISM BUT:
• CONSIDER AS A LAST RESORT
• CAN YOU GET THE STORY THROUGH STANDARD
INTERVIEW METHODS/PUBLIC RECORDS?
• IS THE INFORMATION OF SUCH OVERRIDING
PUBLIC IMPORTANCE THAT IT CAN HELP PEOPLE
AVOID HARM?
Media ethics

IS DECEPTION IN JOURNALISM –
MORALLY WRONG?
• “SOME DOCTORS CLAIM EXEMPTION FROM A STRICT
RULE AGAINST LYING IN AS MUCH AS THEY ON
OCCASION HAVE TO LIE (SO THEY SAY) TO FULFILL
THEIR OVERRIDING DUTY TO PATIENTS TO DO THEM NO
HARM.
• MIGHT NOT JOURNALISTS CLAIM TO BE SIMILARLY
EXEMPTED: T HAT THE Y SOMET IME S ‘HAVE TO’
LIE TO FULF ILL THE IR OVERRIDING DUTY TO
T H E PUBLIC TO UNE ARTH AND R E VEAL
IM PO R T ANT T R UT HS?” (BESLEY, 1992, P93)BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

IS DECEPTION IN JOURNALISM –
MORALLY WRONG?
• THERE IS NO CLEAR ANSWER TO THE QUESTION OF
WHETHER DECEPTION IN JOURNALISM IS UNPROFESSIONAL
AND MORALLY WRONG.
• IF WE ARE DISCUSSING DECEPTION IN NEWSGATHERING,
CERTAIN EXTREME CIRCUMSTANCES MEAN THAT A
JOURNALIST MAY HAVE TO DECEIVE TO GET TO THE HEART
OF A STORY.
• FOR THE ACT OF DECEPTION TO BE DEEMED MORALLY AND
PROFESSIONALLY CONSCIONABLE THERE MUST BE NO
OTHER WAY TO GLEAN THE INFORMATION, AND THE
S T O R Y M U S T B E O F G R E A T P U B L I C I N T E R E S T .
Media ethics
Trust me, I’m lying

I. DECEPTION
• “CRIDIBILITY IS OUR MOST IMPORTANT ASSETS”, IF WE
DECEIVE PEOPLE IN ORDER TO DO OUR JOB, WE
COMPROMISED THAT CRIDIBILITY BEFORE A WORD IS
WRITTEN.”
• SOME EDITORS DO MAKE RARE EXCEPTIONS LIKE
RESTAURANT REVIEWER FOR INSTANCE, CAN PRETEND TO BE
ORDINARY DINERS, AND IF YOU’RE INVESTIGATING A CON
ARTIST OR SOCIAL INJUSTICE, IT MAY BE OK FOR YOU TO
POSE AS AN ORDINARY CITIZEN.
• BUT THE REST OF THE TIME, YOU’VE GOT NO LICENSE TO
LIE.
Media ethics
LYING OR MISINTERPRETING YOURSELF TO OBTAIN
INFORMATION

II. CONFLICTS OF INTEREST
• THESE OCCUR WHENEVER REPORTERS FACE COMPETING
LOYALTIES.
• IF YOU COVER STUDENT COUNCIL AND YOUR BEST
FRIEND IS PRESIDENT OF STUDENT COUNCIL, YOU MAY
FEEL INCLINED TO BE LESS SKEPTICAL OF THE COUNCIL’S
DECISIONS BECAUSE OF YOUR FRIENDSHIP. YOUR
LOYALTY TO YOUR FRIEND AND TO YOUR READERS IS IN
CONFLICT. BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

II. CONFLICTS OF INTEREST
• HOW MUCH BRIBERY DOES IT TAKE TO CORRUPT A TYPICAL
REPORTER? FREE MEALS? MOVIE TICKETS? STOCK MARKET
TIPS? HOW ABOUT A COZY JOB “MEDIA ADVISER” AFTER YOU
HELP ELECT ME?
• GIFTS AND GRAFT CAN COMPROMISE YOUR OBJECTIVITY AND
RUIN YOUR NEWS OUTLET REPUTATION—WHICH IS WHY
EDITORS OFTEN INSIST THAT REPORTERE AVOID ANY
FAVORS, BUSINESS DEALINGS OR POLITICAL ACTIVITIES THAT
EVEN APPEAR TO TAINT THEIR OBJECTIVITY.
Media ethics
ACCEPTING GIFTS OR FAVORS FROM SOURCES OR PROMOTING SOCIAL AND POLITICAL
CAUSES

III. FABRICATION
• “THERE IS ONE SACRED RULE IN
JOURNALISM’’,--JOHN HERSEY ONCE
WROTE. ‘’THE WRITER MUST NOT
INVENT. THE LEGEND ON THE LICENSE
MUST READ: NONE OF THIS WAS MADE
UP.” BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics
MANUFACTURING QUOTES OR IMAGINARY SOURCES OR WRITING ANYTHING YOU KNOW
TO BE TRUE

III. FABRICATION
• AGES AGO, REPORTERS WERE URGED TO FABRICATE
STORIES TO SELL MORE PAPERS. IN A FAMOUS 1835 HOAX,
THE NEW YORK SUN TOLD A FANTASTIC NEW TELESCOPE
THAT REVEALED WINGED CREATURES ON THE MOON
:ENGAGED IN CONVERSATION.”
• TRY THAT TODAY—TRY FICTIONALIZING ANYTHING IN A
NEWS STORY- AND YOU’LL BE VILIFIED (CONDEMN).
• EVERY QUOTE, CHARACTER AND EVENT IN EVERYTHING
YOU EVER WRITE MUST BE VERIFIABLY TRUE. PERIOD.
Media ethics
MANUFACTURING QUOTES OR IMAGINARY SOURCES OR WRITING ANYTHING YOU KNOW
TO BE TRUE

IV. THEFT
• AS JOURNALIST, YOU NEED TO BE SURE ABOUT THE
ACCURACY AND AUTHENTICITY OF EVERY DOCUMENT
YOU USE.
• YOU ALSO NEED TO BE AWARE OF THE LEGAL FALLOUT
THAT CAN RESULT FROM PRINTING MATERIAL OF
UNKNOWN OR UNLAWFUL ORIGIN.
• BEWARE OF STEALING NOTES, HACKING E-MAILS,
SNATCHING PAPERS FROM A WASTE BASKET.BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics
OBTAINING INFORMATION UNLAWFULLY OR WITHOUT A SOURCE’S
PERMISSION

IV. THEFT
• THEFT IS UNETHICAL. IT’S ILLEGAL.
• HOWEVER, IF YOU LEGALLY OBTAIN MATERIAL WITHOUT
A SOURCE’S CONSENT, AND IF THERE’S LEGITIMATE
PUBLIC INTEREST IN THE MATERIAL, AND IF IT IS NOT
AVAILABLE ANY OTHER WAY—THEN YOU CAN
E V A L U A T E WHETHER THE BENEFITS OUTWEIGH THE
POTENTIAL HARM. BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics
OBTAINING INFORMATION UNLAWFULLY OR WITHOUT A SOURCE’S
PERMISSION

V. BURNING A SOURCE
• A SOURCE CONFIDES IN YOU; YOU PROMISE
CONFIDENTIALITY. BUT YOUR STORY REVEALS HER
IDENTITY. SHE’S FIRED. OR WORST---ARRESTED. THAT’S
THE MOST EXTREME EXAMPLE OF BURNING A SOURCE.
• BUT THERE ARE LESSER LEVELS OF BETRAYAL: MISLEADING
SOMEONE INTO HELPING YOU WITH A STORY BY
DISTORTING WHAT YOU REALLY PLAN TO WRITE, FOR
INSTANCE. BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics
DECEIVING OR BETRAYING THE CONFIDENCE OF THOSE WHO PROVIDE INFORMATION
FOR A STORY

V. BURNING A SOURCE
• OR COLLECTING QUOTES JUST TO MAKE SOMEONE
SOUND STUPID.
• OR SEDUCING PEOPLE INTO SAYING THINGS
THEY’LL REGRET LETTING THEM REPAIR THE
DAMAGES AFTER THE STORY RUNS.
• BURN A SOURCE JUST ONCE, AND THAT PERSON
MAY NEVER TRUST REPORTERS AGAIN.
DECEIVING OR BETRAYING THE CONFIDENCE OF THOSE WHO PROVIDE INFORMATION
FOR A STORY
Media ethics

VI. BIAS
• COLUMNIST CAN TAKE SIDES. CABLE-NEWS
PUNDITS CAN TAKE SIDES. BUT R E PORTE RS
S H O ULD N E V E R T A KE S I DE S.
• REPORTER HAVE THE DUTY TO TELL THE TRUTH,
THE WHOLE TRUTH AND NOTHING BUT THE
TRUTH.
• DEVIATE FROM THAT—BY RIGGING THE FACTS TO
ADVANCE THE AGENDA—AND YOU RISK LOSING
THE TRUST OF BOTH READERS AND EDITORS.
Media ethics
SLANTING A STORY BY MANIPULATING FACTS TO SWAY READER’S OPINIONS

VI. BIAS
• IN THE WORD OF A VETERAN JOURNALIST
MICHAEL GARTNER: “IF YOU HAVE AN
AGENDA, YOU SHOULD NOT BE I THE
NEWSPAPER BUSINESS. IF YOU WANT TO
CHANGE THE WORLD, BECOME A TEACHER
OR A POLITICIAN OR A SOCIOLOGIST OR A
MOM. DO NOT BE A REPORTER”BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics
SLANTING A STORY BY MANIPULATING FACTS TO SWAY READER’S OPINIONS

V. PLAGIARISM
• OF ALL THE 7 SIGNS, PLAGIARISM IS THE MOST
LOATHSOME, MOST SHAMEFUL, MOST FATAL
TO YOUR CREDIBILITY.
• IF YOU DON’T UNDERSTAND PLAGIARISM BY
NOW, PLEASE STOP READING THIS SLIDES AND
DO SOME RESEARCH.
Media ethics
PASSING OFF SOMEONE ELSE’S WORDS OR IDEAS AS YOUR OWN

VII. PLAGIARISM
• THE ORIGINAL: TAKE THESE WORDS, SPOKEN BY PRES. J,.F. KENNEDY; “ASK NOT
WHAT YOUR COUNTRY CAN DO FOR YOU---ASK WHAT YOU CAN DO FOR YOUR
COUNTRY.”
• THE PLAGIARISM: WE’VE CHANGED A FEW WORDS, BUT THEY’RE STILL KENNEDY’S
IDEAS: “ASK WHAT YOU CAN DO FOR PHILIPPINES. DON’T ASK WHAT PHILIPPINES
CAN DO TO YOU.”
• THE SOLUTION: ATTRIBUTE THE IDEAS TO KENNEDY USING QUOTES OR
PARAPHRASES: DON’T ASK WHAT YOUR COUNTRY CAN DO TO YOU, KENNEDY SAID:
INSTEAD, “ASK WHAT YOU CAN DO FOR YOUR COUNTRY.”
• THUS AVOID PLAGIARISM, EITHER RETHINK IT, REWORK IT, OR ATTRIBUTE/CREDIT
THE SOURCE
Media ethics
PASSING OFF SOMEONE ELSE’S WORDS OR IDEAS AS YOUR OWN

VIII. HARMING REPUTATIONS
• THOROUGH NEWS REPORTING AT TIMES BRINGS
DISCOMFORT TO THOSE IN POWER AND THOSE WHO
ARE THE SUBJECTS OF STORIES.
• HOWEVER, JUST BECAUSE SOMEONE'S LIFE OR
REPUTATION WILL BE AFFECTED DOESN’T MEAN YOU
SHOULD LOOK THE OTHER WAY WHEN AN INJUSTICE IS
OCCURRING.
• BE ABSOLUTELY SURE ABOUT YOUR FACTS BEFORE
SUBMITTING THEM TO YOUR EDITOR.
Media ethics

ANONYMOUS SOURCES
• YOU SHOULD ALWAYS BE AS HONEST WITH
READERS AS POSSIBLE.
• ANONYMOUS SOURCES WRAP KEY INFORMATION
ABOUT YOUR STORY IN A CLOUD OF
UNCERTAINTY.
• THEY SHOULD BE USED ONLY IN EXTREME
CIRCUMSTANCES (EX: THE SOURCE’S LIFE MAY BE
IN DANGER).
• MAKE SURE TO CHECK WITH YOUR EDITOR BEFORE
GRANTING ANONYMITY
Media ethics

BE FAIR
• STICK TO THE FACTS
• QUESTION AUTHORITIES
• DON’T ASSUME
• PAY ATTENTION TO ALTERNATIVE
EXPLANATIONS
Media ethics

PHOTO SUBJECTS
• AT WHAT POINT ARE WE INVADING
PRIVACY?
• PUBLIC’S NEED TO SEE VS. WANT
TO SEE
Media ethics

PAPARAZZI LEGISLATION
• PAPARAZZI ARE LEGALLY PROHIBITED FROM
TRESPASSING ON PRIVATE PROPERTY, USING
TELEPHOTO LENSES TO SURVEY PRIVATE
PROPERTY, OR PURSUING TARGETS IN CARS.
• HOWEVER, MANY CRITICIZE THE LAW AS
HAVING LITTLE IN THE WAY OF TEETH TO
BACK UP ITS THREATS OF LIABILITY.
Media ethics

HOW PAPARAZZI WORK
• WITH THE CULTURAL APPETITE FOR CELEBRITY
VOYEURISM, IT’S QUESTIONABLE WHETHER THE
PUBLIC IS EVEN CONCERNED ABOUT ANTI-
PAPARAZZI LEGISLATION.
• AS LONG AS IMAGES OF THE RICH AND FAMOUS
COMMITTING FOIBLES BOTH MINOR AND
MONSTROUS CONTINUE TO ARREST OUR
ATTENTION -- AND SWAY OUR ONLINE TRAFFIC
AND MAGAZINE PURCHASES -- THE PAPARAZZI
MOBS WILL CONTINUE TO SWARM AND SNAP.
Media ethics

PRIVACY ISSUES
• SOCIAL PRIVACY ISSUES ALSO INVOLVE PRIVACY ETHICS.
NOT ONLY IS IT IMPORTANT TO HAVE OUR PRIVACY
RESPECTED AND PROTECTED, IT IS IMPORTANT TO
RESPECT AND PROTECT THE PRIVACY OF OTHERS.
• SEXTING IS AN EXAMPLE OF A SITUATION WHERE PRIVACY
ETHICS ARE EXTREMELY IMPORTANT.
• LEARNING TO RESPECT PRIVACY IS AN IMPORTANT
COMPONENT OF THE DEVELOPMENT OF DIGITAL
CITIZENSHIP.
Media ethics

ACCOUNTABILITY TO READERS
• JOURNALISTS HOLD OTHERS TO HIGH
STANDARDS. THEY, TOO, MUST LIVE BY THESE
HIGH STANDARDS.
• THEIR FIRST OBLIGATION SHOULD BE TO THE
TRUTH.
• THEY SHOULD LISTEN TO READERS WHO HAVE
COMPLAINTS ABOUT COVERAGE AND
CORRECT ERRORS PROMPTLY.
Media ethics

VIDEO NEWS RELEASES
• “FAKE TV NEWS”
• ●RUN AS SEGMENTS, INDISTINGUISHABLE FROM
THE REGULAR NEWS
• ●HIGHLY CONTROVERSIAL - USUALLY BACKED
BY GOVERNMENT OR CORPORATION - NOT
OBJECTIVE, NOT NEWS
Media ethics

ETHICAL REASONING
• JOURNALISTS USE SEVERAL METHODS TO JUSTIFY
THEIR DECISIONS.
• IN MOST ETHICAL DILEMMAS, EDITORS AND
REPORTERS DISCUSS THE ISSUE AND THE
CONSEQUENCES OF PUBLICATION BEFORE MAKING
THE DECISION.
• THEY CONSIDER HOW NEWSWORTHY THE STORY IS
AND WHETHER THE PUBLIC REALLY NEEDS THIS
INFORMATION.
Media ethics

JOURNALISTIC ETHICS
• IN 1898, DURING THE YELLOW
JOURNALISM, THE BUSINESS HAD
SUNK TO AN ALL-TIME LOW.
• THE PRESS’S IRRESPONSIBILITY,
SENSATIONALISM AND
WARMONGERING DUG A DEEP HOLE
THAT REPORTERS ARE STILL TRYING
TO CRAWL OUT OF. BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

JOURNALISTIC ETHICS
• NOWADAYS, STANDARDS HAVE RISEN. JOURNALIST ARE
BETTER PAID, BETTER EDUCATED AND PAINFULLY AWARE
THAT PUBLIC OPINION WILL TURN AGAINST THEM—SWIFTLY,
CRUELLY, EVEN GLEEFULLY—ANYTIME THEY’RE CAUGHT
COMMITTING A JOURNALISTIC SIN.
• W H I C H I S W H Y I T ’ S E S S E N T I A L T O H A V E C O D E
O F E T H I C S : S T A N D A R D S A N D V A L U E S T H A T
G U I D E Y O U R P R O F E S S I O N A L C O N D U C T .
• TOUGH DILEMMAS AWAITS YOU ON THE ROAD AHEAD. HOW
WILL YOU DECIDE WHAT TO DO?
Media ethics

5 ETHICAL DILEMMAS JOURNALISM
STUDENTS MIGHT FACE
Media ethics

1. PROTECTING SOURCES
• TO A JOURNALIST, SOURCES ARE
SACRED.
• ETHICAL REPORTERS WILL GO TO
GREAT LENGTHS TO CULTIVATE AND
PROTECT SOURCES FOR THE SAKE
OF PRESERVING THEIR ACCESS AND
INTEGRITY.
Media ethics

1. PROTECTING SOURCES
• SOME JOURNALISTS HAVE EVEN RISKED JAIL TIME
RATHER THAN IDENTIFY A SOURCE SUCH AS A
GOVERNMENT WHISTLEBLOWER OR CORPORATE
LEAK.
• THERE MAY BE TIMES AS A JOURNALIST THAT YOU
HAVE TO WEIGH THE PROMISE OF ANONYMITY
AGAINST OTHER FACTORS, INCLUDING THE
NEWSWORTHINESS AND CREDIBILITY OF YOUR
STORY OR EVEN QUESTIONS ABOUT THE SOURCE’S
OWN MOTIVES AND RELIABILITY.
Media ethics

2. PROTECTING VICTIMS
• ANOTHER BASIC RULE YOU’LL ENCOUNTER
IN NEWSROOMS IS THAT CERTAIN VICTIMS
OF CRIMES ARE NOT IDENTIFIED BY NAME –
PARTICULARLY WHEN THE VICTIM IS A
CHILD WHO MAY HAVE BEEN SEXUALLY
ABUSED. BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

2. PROTECTING VICTIMS
• THERE ARE CASES, HOWEVER, WHEN THESE RULES
ARE BENT OR BROKEN.
• WHAT IF THE ACCUSER IS A PUBLIC FIGURE?
• WHAT IF THE ABUSE IS INCIDENTAL TO A LARGER
STORY SUCH AS THE RECOVERY OF A KIDNAPPING
VICTIM?
• YOU MAY FACE THESE KINDS OF DILEMMAS WHEN
A VICTIM’S RIGHT TO PRIVACY CONFRONTS THE
NEWS VALUE IN PLAY.
Media ethics

3. PRIVACY VS. NEWS VALUE
• THIS KIND OF DILEMMA ISN’T LIMITED
TO SITUATIONS LIKE THOSE ABOVE.
• IN GENERAL, PUBLIC FIGURES LIKE
GOVERNMENT OFFICIALS AND
CELEBRITIES ENJOY A LESSER DEGREE OF
PRIVACY THAN AVERAGE CITIZENS.
Media ethics

3. PRIVACY VS. NEWS VALUE
• HOW DO YOU KNOW WHEN A MATTER IS TOO
PRIVATE TO REPORT ON? WHAT IF AN ORDINARY
CITIZEN IS INVOLVED IN A GENUINELY
NEWSWORTHY STORY, BUT REPORTING ON IT MAY
REQUIRE THE DISCLOSURE OF COMPROMISING
INFORMATION?
• JOURNALISTS AND EDITORS OFTEN WORK
TOGETHER TO BALANCE AN OBLIGATION TO
ACCURATELY REPORT THE NEWS WHILE ALSO
DOING NO HARM.
Media ethics

4. CONFLICTS OF INTEREST
• ONE OF THE PILLARS OF
JOURNALISM ETHICS IS
IMPARTIALITY.
• NEWS STORIES SHOULD BE REPORTED FAIRLY,
OBJECTIVELY, AND WITHOUT UNDISCLOSED
CONFLICTS OF INTEREST THAT COULD
INFLUENCE THE REPORTER’S COVERAGE.BY: CHELDY SYGACO ELUMBA-PABLEO,MPA,LLB
Media ethics

4. CONFLICTS OF INTEREST
• WHAT IF YOU’RE ASSIGNED TO A STORY ABOUT SOMEONE YOU HAVE
AN EXISTING PERSONAL RELATIONSHIP WITH, WHETHER IT’S POSITIVE
OR NEGATIVE?
• HOW SHOULD A NEWSROOM COVER ALLEGED MISCONDUCT BY A
MAJOR ADVERTISER?
• WHAT IF THE PUBLISHER’S OWNERSHIP STRUCTURE ENCOMPASSES
OTHER NEWSWORTHY INDIVIDUALS OR COMPANIES THAT YOU OUGHT
TO REPORT ON?
• SHOULD A REPORTER PARTICIPATE DIRECTLY IN AN EVENT THAT HE OR
SHE IS GOING TO WRITE ABOUT LATER?
• THESE ARE ALL QUESTIONS YOU ARE LIKELY TO FACE IF YOU PURSUE A
CAREER AS A JOURNALIST.
Media ethics

5. AUDIENCE AS CUSTOMER
• WITH SOME EXCEPTIONS, JOURNALISM TODAY IS A
BUSINESS FIRST AND A PROFESSION SECOND.
• LIKE ANY OTHER BUSINESS, THE RULES OF DEMAND
APPLY.
• A NEWS OUTLET’S AUDIENCE IS USUALLY ITS
CUSTOMER BASE TOO, SO HOW MUCH OF AN
OBLIGATION DOES AN OUTLET HAVE TO PRODUCE
THE KIND OF STORIES PEOPLE WANT AS OPPOSED
TO NEWS THE PUBLIC NEEDS?
Media ethics

• AT WHAT POINT DOES RUNNING POPULAR STORIES
UNDERMINE A NEWS ORGANIZATION’S COMMITMENT
TO MEANINGFUL REPORTING?
• A PUBLICATION OR BROADCAST OUTLET IS ONLY AS
STRONG AS ITS AUDIENCE, BUT RE PORT ERS ALSO
H AVE TO R E ME MBE R T HAT JOUR NALISM
PLAYS A UNIQUE ROLE IN SOC IET Y T HAT
M OST OTHE R BUSINE SSE S DO NOT – AND
A C T A C C ORDINGLY .
Media ethics

• THESE ARE JUST A FEW OF THE ETHICAL DILEMMAS YOU
COULD ENCOUNTER IN YOUR CAREER IN THE FIELD OF
JOURNALISM.
• WHAT’S KEY IS UNDERSTANDING WHERE THE ETHICAL
BOUNDARIES LIE AND HOW TO STAY ON THE RIGHT
SIDE OF THEM, EVEN WHEN IT MIGHT BE EASIER NOT
TO.
• D O I N G O T H E R W I S E U L T I M A T E L Y C A N
H A R M N O T O N L Y Y O U R C A R E E R , B U T
A L S O T H E P R O F E S S I O N I T S E L F .
Media ethics

THANK YOU FOR READING!
CHELDHAYE

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