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TWELFTH EDITION
JOSEPH R. DOMINICK

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Ethics and Other Informal Controls

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“Rules of conduct or principles of morality
that point us toward the right way to act.”
} Ethical Principles Definitions
– Golden mean
1. Moral virtue lies between extremes
– Categorical Imperative
1. Right for one is right for all
– Principle of utility
1. Benefits to the greatest number
– Veil of ignorance
1. Equality of society members
– Principle of self-determination
1. Love your neighbor

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} Model for Individual Ethical Decisions
Definitions---values---principles---loyalties---actions
– Situational model
– Define situation
– Determine values involved
– Establish applicable ethical values
– Determine loyalties

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} Print Media
– American Society of Newspaper Editors and the
Society of Professional Journalists
1. Seek the truth and reports it
2. Minimize harm
3. Act independently
4. Be accountable
} Broadcasting
– National Association of Broadcasters Code
1. Suspended
a) Limits on advertising unlawful
2. Impact lingers

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} Motion Pictures
– Motion Pictures Association of America
1. Rating system
2. Required voluntary cooperation
} The Advertising Industry
– American Association of Advertising Agencies
1. Unfair practices
2. Contracts
3. Creative advertising
4. False misleading information
– Better Business Bureau

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} Network Standards and Practices Office
– Local self regulation
– Producer judgments
} Newspapers and Magazines
– Individual policy statements
1. Paying newsmakers
2. Checkbook journalism
3. Junkets

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} Media Self Criticism
– Little control within
– Few journalism reviews
– Internet opens
WWW.POYNTER.ORG
} Professional Self Regulation of Advertising
– National Advertising Review Council
1. High standards of truth
2. Accuracy in advertising

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} Economics
– Pressures from advertisers
– Business policies
} Pressure Groups
– Children’s television
– Citizens groups
} Education

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TWELFTH EDITION
JOSEPH R. DOMINICK
END CHAPTER 17 OVERVIEW
Ethics and Other Informal Controls