Media Ethics

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Media Ethics
Question 1
Your editor is concerned about a news article you wrote which exposes an advertiser’s dishonesty. What do you do?  What should your editor do? Use concepts from chapter one to answer this question.
Professional ethics guides every profession to ensure that whatever their outcome is suitable for both the individuals and the society at large. The concept also helps in making a rational decision. Most cases we are faced with ethical dilemmas where we are unable to make choices. However, ethics provide us with a way out from such situation. Some philosophers have described how one should make the best choice and says that one should be able to explain the decisions made to others. More specifically, the decisions made by media professionals should be well-guided by ethics since such choices have a direct impact on the public (Patterson & Lee 4). Society tends to give instant feedback and reaction to the contents provided by the media and hence, this can either enhance or spoil the reputation of the reporting company depending with the choices they make and the type of news they are bringing to the public. For instance, in the above case where confronted by the editor for the news I wrote and exposed an advertiser’s honest, I will start by supporting the truth of the articles. The case is pointing out the ethical dilemma faced amongst the editor, advertiser, and the public. It is essential first to make the editor understand the facts behind the conduct of the advertiser as well as the harm they would cause to the society.

The activity was committed in the reign of duty which is justified by the Greek Philosopher, Immanuel Kant. He asserted that an individual should make choices that they can become a universal law. He also said that the results should justify the means but not the other way round. According to Kant, an act is ethically justified if it leaps from duty since the moral universe is like two sorts of responsibilities. Besides, other philosophers advocated that ethics are more important than meritorious duties. The legal framework is also available to protect the interest of the public in all professional misconduct. Giving a piece of information that will mislead the public is considered as a criminal offense which can lead to jail or penalties or both depending on the damages caused. Therefore, in response to this case, I would let my editor know that it is better to let the truth prevail than hind it to please the advertiser and continue misleading the society.
The editor should understand the professional ethics surrounding the field of journalism. The editor needs to bring ethical reasoning rather than the business affirmative notion. Despite the fact that I have to perform my duties and remain loyal to the company, I still owe a duty of care to the public. Another philosopher William David Ross developed a typology of how duties must balance the competing roles (Patterson & Lee 4). In the recent days, media has been recognized for unveiling the truth to the society in different occasions. It also not apparent that media should always report good news they should reveal the truth no matter how the situation is. The US government has upheld the independence of the media to enable them to exercise their roles freely. However, there still exist regulations to protect the interest of the public from media professionals’ misconduct. In the above case, the editor could also be faced with an ethical dilemma especially if the advertiser is one of their clients. In such a case, the editor should analyze the impacts of publishing the article against not doing so. Aristotle’s principle of happiness can be helpful in making a suitable decision in this case. The golden mean provides that an act is right if it makes the majority happy and wrong if it brings unhappiness.
Question 2
The media is known as the fourth estate. According to chapter two what might be the primary responsibilities of the fourth estate? Explain in detail
The fourth estate is a section of the society that wields a direct influence on the public but not recognized as part the political system. The term draws the concept from the European tradition known as three estates of the realm of philosophy, that is, the commoners, nobility, and the clergy. The most recognized player in the fourth estate in the US is the news media. According to one of the American theologians, Josiah Royce, media is often recognized for fulfilling the significant role of the four estate realm as the defenders of the public interest and guardians of democracy. Media is seen as the only tool used to capable of reaching a significant population within the shortest duration of time. There are two primary responsibilities of media which are seen from its functions. They include; informing function and checking function.
Informing function; Media is described as the voice of the people due to its role of dissemination the truth of matters to the society. The primary role of the media is to keep the public up-to-date on the rending activities. Individuals are also capable of sharing their opinions with the community through the media platform. Media collect news from various backgrounds and bring them to the attention of the citizens which is recognized as one of its primary functions (Patterson & Lee 36). Business organizations are also making use of media to as strategic communication to inform the society of their value proposition. The existence of free news, entertainment is just meant to attract a large audience for the advertisers. Media enables the public who is now the consumer to assess the products and services offered to make their buying decisions. It is the responsibility of the media to ensure that the information distributed to the public is correct and it is under the set rules and regulations. However, the media is held responsible for the information passed to the public through their channel. Therefore, they should ensure adherence to the professional ethics and provide transparency to avoid falling into victims of misleading the society.
Checking function: In fulfilling their watchdog on government role, media keeps the government somehow on the check to ensure the protection of the interest of the public. Media acts as a non-government organization to help the citizens understand the problems existing in the country and across the world. Journalists inform the public of the on-going trends in various arms of the government as well as the trending activities that might compromise with the interest of the society by uncovering the hidden scandals. A good example is the commonly known “Watergate Scandal of 1972” which will remain in the memory of many when several burglars connected to the US president were arrested to from the Democratic National Committee headquarters after breaking into the offices. The media gave coverage of the event and revealing the truth which attracted the attention of many and giving an opinion on it as denial of democracy. However, this function can be well-exercised by giving significant independence to the media. Democracy remains a history unless we grant the freedom of the press to the media as a fourth estate of the realm. It is also vital to enforce the constitutional right allowing freedom of expression to the people to liberate media from the control of the government. Therefore, media has a responsibility of revealing various act that is taking place in the public domain. However, this should not breach the information privacy.
Question 3
Explain the TARES Test; should the public be more aware of this standard and hold media to it? Defend and analyze your point of view.
The TARES test is a checklist of questions used to assess the worthiness of the message or information. The concept puts into account critical aspects such as the Truthful, Authentic, Respect, Equity, and Social responsibility of the information given. That is, one needs to ask the following questions when carrying out the TARES Tests: is the message content true? Is the claim authentic? Does the message respect the receiver? Is there equity between the senders of the message and the receivers? Is the message socially responsible? By answering these questions, it helps one in determining the level of ethical professionalism in the media profession. Despite the facts that journalists are allowed to use whichever means including lying for them to get information, they have the responsibility to ensure that the message passed to the public is not intended to mislead them to make bad choices.
Informing the public is one of the significant roles of the media. The initial step in the TARES Test is assessing the truth. Telling the truth is vital no matter the outcomes of whether it hurts or not. The news is made up of bad things and good things, and it can never lean on one side. Telling the truth which may hurt causes no harm than giving false message to please the third party. The act may have benefits in the short-term but with severe consequences in the long-term. Reporters ought to assess the accuracy of the information they give or given through their platform by the advertisers. The next step is testing for authenticity, and this is more related to the first step. It involves assessing the attitude the message will raise. That is, the perception imposed to the consumer concerning the reputation of the firm to the public. The society may transfer the blame for the advertiser’s misconduct to the reporting company. Therefore, it is necessary to assess the authenticity of the information broadcasted. Also, the respect of the receiver of the message is another crucial aspect of putting into account when assessing the ads. This involves both verbal and visual communication captured in a message. For instance, taking an example of an advertisement on ladies clothes but advertised worn by men can be a high-level disrespect to men and this can develop a negative perception of the product as well as the media channel. Also, the message must ensure equity by striking a balance between the sender and the receiver. That is, the message should fit the audience it was developed for and its accessibility. The last step in TARES test is assessing whether the ad is socially responsible. The advertising agents have the duty ensuring the feasibility of the product or service being advertised (Patterson & Lee 59). For example, the advertised product should be financially affordable by the target audience. It should also meet the needs of the consumer.
The public needs to be aware of these standards to be in apposition to apply them in assessing the worthiness of the information delivered by the media agents. It will also help the public in making a prudent decision out of the information acquired through the advertising. Understanding the professional ethics of media is also essential in seeking justices when one suffer damages due to the negligence of the media channels. Upholding honesty and adhering to the professional ethics is essential in the media industry and in meeting their responsibility. TARES test takes a symbol of formation in advertising and public relation and should be carefully monitored but not necessarily to violate their independence.
Question 4
How can “the media” practice ethics and remain “in business?” Explain and analyze your point of view using points from any of our chapters we have discussed so far.
Practicing ethics is vital to every organization in enhancing professionalism and corporate social responsibilities. The concept of ethics applies in determining what is right or what is good. Various scholars provide different opinions on ethics in business. Patterson Phillip and Lee Wilkins gave more emphasis on enhancing media ethics by analyzing multiple issues and cases in their book. According to them, it is possible for the media to practice ethics and remain in business. However, the authors asserted that media agents are faced with ethical dilemmas when making their day to day activities. The industry involves three core players who include the public, the advertisers, and the media itself. Sometimes it is hard to make a prudent decision that will strike a balance amongst all the parties involved. Advertisers may exhibit dishonesty and create fake news to mislead the public on the products and services offered.
All the solutions for ethical dilemmas are based on the philosophical field of determining what is right or wrong. For instance, Immanuel Kant advocated that the end-results should justify the means (Patterson & Lee 10). The possible outcomes of any decision made should be used to enhance professional media ethics. For example, media agents earn revenue through advertising and hence, they are required to please the advertisers as much as possible. In the same case, the information given to the public needs to pass the TARES test to ensure the protection of the public interest. The message delivered must ensure truthful, authentic, respect, equity, and socially responsible to the audience (Patterson & Lee 58). Specific media agent owes a duty of care to society they are serving.
Practicing ethics will improve the reputation of the firm and hence, improve the competitive advantage. Media agents with a good reputation are capable of attracting wide market share which is essential in supporting their survival in the business. Therefore, it is vital to assess the message before passing it to the public and ensure it meets the set standards. These will help in ensuring the firm does not fall into a victim of professional misconduct. The principle of golden mean advocated by Aristotle is applicable in business ethics and how individuals can make prudent decisions when faced with an ethical dilemma. Practicing media ethics will impose a long-term benefit to the institution which enhances its going concern. Advertisers are also keen on seeking which media to use for their strategic communication, and they usually settle with the one with more extensive audience coverage.
Question 8
Explain how Rawl’s veil of ignorance would be helpful in making an ethical decision in case 5-D on page 128
The “veil of ignorance” is a common process of determining the morality of political issues suggested by American philosopher John Rawls. According to him, the people making political decisions do not know anything about particular talents, social class, positions, and abilities within the social order. Rawls proposed two principles to explain the doctrine of the veil of ignorance; they include; liberty principle and the difference principle (Patterson & Lee 120). The liberty principle provides that the social contracts tend to ensure that every individual enjoys maximum possible liberty without interfering with the freedom of others. These are in line with the utilitarian theory which states that the happiness of a person is not more valuable than the happiness anyone else. On the other hand, the difference principle must grant everyone an equal opportunity to prosper. That is, those who are better off in the society should help the less fortunate to ensure equality in the social contract. Rawls urged that justice should be equated to fairness while making ethical decisions that may have an impact on others. Application of these principles helps one in making critical decisions in a moral structure format.
Applying the principles advocated by Rawls can be essential in making a suitable decision in the case provided (5- D). The process would involve assessing the facts of the case where some parents raised complaints about the trending campaign which they described it as harmful to children. For instance, the liberty principle provides that one freedom should not interfere with that of anyone else. In this case, the media has the freedom to report the issue as they are captured, but now the main problem is its impact on the society. It is clear that the ad imposed a negative effect since some parents considered it promotes immorality and more specifically to the children (Patterson & Lee 120). Therefore, we can conclude that the advert on the proposition 8 was unethical. Advertisements and messages given by the media need to be within the professional mainstream in an ethical sense. The philosophical arguments should also be applied in assessing the decisions undertaken by individual and determine whether they are right or wrong. The media website carrying out the ad which seems to raise the moral alarm should be evaluated on compliance with the professional ethics and carry the responsibility if the damages are confirmed. Rawls theory should be used together with the utilitarianism theory to arrive at a conclusion of this case. However, in my opinion, I feel that the ad is against ethical regulations since several parents had already complained and therefore, the campaign should be withdrawn.
According to Rawls, the individual making decisions should put into consideration of their acts on other people. The same case applies to media in that, every message or information they pass to the public needs to protect the interest of the audience. Some media agents are exercising their duties without due diligence on the information privacy. A critical analysis of the target audience needs to be undertaken to ensure that the message falls on the intended recipients. Media should also adopt strategic communication strategies to ensure that the target audience can interpret the message included in the ads. For example, an advert involving pornographic message should only be presented to the public strategically to ensure that children do not fall into victims of the ad. The media should be held liable for any information distributed to the public without compliance with the professional ethics. Strict measures need to be established to those breaching the required code of conduct.

Work Cited
Patterson, Philip, and Lee Wilkins. Media Ethics: Issues and Cases, 8th Edition. Boston: Mcgraw-Hill Education, 2014.