Andstandardsofmedi


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Mass media ethics


Massmedi

aethi

cs

Medi

aethi

csi

sthebestdi

vi

si

onofappl

i

edethi

csdeal

i

ngwi

ththespeci

fi

cethi

calpri

nci

pl

es

andstandardsofmedi

a,i

ncl

udi

ngbroadcastmedi

a,fi

l

m,theatre,thearts,pri

ntmedi

aandthe

i

nternet.Thefi

el

dcoversmanyvari

edandhi

ghl

ycontroversi

altopi

cs,rangi

ngfromwar

j

ournal

i

smtoBenettonadcampai

gns.

Medi

aethi

cspromotesanddefendsval

uessuchasauni

versalrespectforl

i

feandtherul

eof

l

awandl

egal

i

ty.

[1]Medi

aEthi

csdefi

nesanddeal

swi

thethi

calquesti

onsabouthowmedi

a

shoul

dusetextsandpi

cturesprovi

dedbytheci

ti

zens.

Li

teratureregardi

ngthewaysi

nwhi

chspeci

fi

cal

l

ytheI

nterneti

mpactsmedi

aethi

csi

n

j

ournal

i

smonl

i

nei

sscarce,therebycompl

i

cati

ngthei

deaforauni

versalcodeofmedi

a

ethi

cs.

[2]

Thecreati

vei

ndustri

esarecompeti

ti

ve,sousetheski

l

l

sgai

nedfromyourmedi

astudi

es

degreeal

ongwi

thpersonaldetermi

nati

ontosucceed

Jobopti

ons

Jobsdi

rectl

yrel

atedtoyourdegreei

ncl

ude:

Di

gi

talmarketer

Medi

abuyer

Medi

apl

anner

Medi

aresearcher

Musi

cproducer

Publ

i

crel

ati

onsoffi

cer

Runner,broadcasti

ng/fi

l

m/vi

deo

Soci

almedi

amanager

Tel

evi

si

on/fi

l

m/vi

deoproducer

Webcontentmanager

Jobswhereyourdegreewoul

dbeusefuli

ncl

ude:

Adverti

si

ngaccountexecuti

ve

Broadcastj

ournal

i

st

Edi

tori

alassi

stant

Eventmanager

Fi

l

mdi

rector

Magazi

nej

ournal

i

st

Marketresearcher

Marketi

ngexecuti

ve

Medi

aresearcher

Photographer

UXdesi

gner

Wri

ter

Rememberthatmanyempl

oyersacceptappl

i

cati

onsfromgraduateswi

thanydegreesubj

ect,

sodon'

trestri

ctyourthi

nki

ngtothej

obsl

i

stedhere.

Takeafewmi

nutestoanswertheJobMatchqui

zandfi

ndoutwhatcareerswoul

dsui

tyou

TryJobMatch

Workexperi

ence

Medi

ai

sahi

ghl

ypopul

ar(

andthereforecompeti

ti

ve)fi

el

d,soexperi

encei

scri

ti

cal

.You'

l

lneed

tobemoti

vatedandpersi

stenti

nyourappl

i

cati

ons.

Togai

nworkexperi

enceandbui

l

dupaportfol

i

oofwork,contactradi

o,tel

evi

si

on,newspaper,

PRoradverti

si

ngagenci

es(

whi

chevermatchyourcareerpreferences)andaskabout

opportuni

ti

es.Lookoutforsummerpl

acements,part-ti

meandvol

untaryopportuni

ti

eswhi

l

e

onyourcourseduri

ngthesummerhol

i

daysoreveni

ngsandweekends.I

tmayal

sobeusefulto

geti

nvol

vedwi

thyouruni

versi

tyradi

ostati

on,paperorpubl

i

cati

onsoffi

ce.

Somecoursesoffertheopportuni

tytoundertakeaworkpl

acementwi

thamedi

aorrel

ated

company.Thi

sprovi

desanexcel

l

entopportuni

tytodevel

oppracti

calandprofessi

onalski

l

l

s

andtomakei

ndustrycontacts.

Searchforpl

acementsandfi

ndoutmoreaboutworkexperi

enceandi

nternshi

ps.

Rel

atedcasestudi

es

SamDarl

aston

KI

SSFMDJ

Typi

calempl

oyers

Medi

astudi

esgraduatestypi

cal

l

yentercareersi

nthemedi

a,cul

turalandcreati

vei

ndustri

es.

Areasofworki

ncl

udetel

evi

si

onandradi

o,fi

l

mandvi

deo,di

gi

talmedi

a,computergames,

j

ournal

i

sm,wri

ti

ngandpubl

i

shi

ng,PRandmedi

apracti

ce.

Empl

oyersi

ncl

ude:

communi

cati

onsagenci

es

theCi

vi

lServi

ce

furtherandhi

ghereducati

oni

nsti

tuti

ons,suchascol

l

egesanduni

versi

ti

es

l

ocalgovernment

marketi

ngorgani

sati

ons

medi

acompani

es

thenewspaperi

ndustry

PRconsul

tanci

es

publ

i

shi

ngcompani

es

TVandradi

ocompani

es.

Fi

ndi

nformati

ononempl

oyersi

nmarketi

ng,adverti

si

ngandPR,medi

aandi

nternet,and

otherj

obsectors.

Ski

l

l

sforyourCV

Themi

xoftheoryandpracti

cei

namedi

astudi

esdegreehel

psyoutodevel

opski

l

l

si

nthe

fol

l

owi

ngareas:

cri

ti

calanal

ysi

s

research

commerci

alandcul

turalawarenessofthemedi

aandcreati

vei

ndustri

es

teamwork

i

ni

ti

ati

onanddevel

opmentofcreati

veworki

nwri

ti

ng,audi

ovi

sualorotherel

ectroni

cmedi

a

afl

exi

bl

e,creati

veandi

ndependentapproachtotasks

theabi

l

i

tytoworktoabri

efandmeetdeadl

i

nes.

Coursesfocusonthecommuni

cati

onofi

nformati

onacrossdi

fferentmedi

ums.Theabi

l

i

tyto

communi

catei

nformati

oncl

earl

yandeffecti

vel

yi

sanessenti

alski

l

lal

lempl

oyersl

ookfor.

Furtherstudy

Youmaychoosefurtherstudybecausei

t'

sessenti

alforyourcareerpathorhi

ghl

ydesi

rabl

efor

entryi

ntoyourchosencareer,fori

nstancei

fyouwi

shtogai

nentrytoacareeri

nteachi

ngor

medi

al

aw,ortobranchi

ntoj

ournal

i

smorpubl

i

crel

ati

ons.

Successfulcompl

eti

onofpostgraduatestudydoesnotguaranteeentryi

ntoanyparti

cul

ararea

ofworkbuti

twi

l

lenhanceyourski

l

l

sandofferyoumorenetworki

ngopportuni

ti

es.Consi

der

yourl

ongertermcareerai

mstodeci

dei

fi

ti

snecessaryforyou.I

tmaybepossi

bl

etobui

l

dal

l

thenecessaryexperi

enceyouneed,whi

l

ei

nempl

oyment.

Fori

nformati

ononfurtherstudyandtofi

ndacoursethati

nterestsyou,seeMastersdegrees

andsearchpostgraduatecourses.

Whatdomedi

astudi

esgraduatesdo?

Thetopj

obshel

dbymedi

astudi

esgraduatesempl

oyedi

ntheUKsi

xmonthsaft

Medi

ai

sahi

ghl

ypopul

ar(

andthereforecompeti

ti

ve)fi

el

d,soexperi

encei

scri

ti

cal

.You'

l

lneed

tobemoti

vatedandpersi

stenti

nyourappl

i

cati

ons.

Togai

nworkexperi

enceandbui

l

dupaportfol

i

oofwork,contactradi

o,tel

evi

si

on,newspaper,

PRoradverti

si

ngagenci

es(

whi

chevermatchyourcareerpreferences)andaskabout

opportuni

ti

es.Lookoutforsummerpl

acements,part-ti

meandvol

untaryopportuni

ti

eswhi

l

e

onyourcourseduri

ngthesummerhol

i

daysoreveni

ngsandweekends.I

tmayal

sobeusefulto

geti

nvol

vedwi

thyouruni

versi

tyradi

ostati

on,paperorpubl

i

cati

onsoffi

ce.

Somecoursesoffertheopportuni

tytoundertakeaworkpl

acementwi

thamedi

aorrel

ated

company.Thi

sprovi

desanexcel

l

entopportuni

tytodevel

oppracti

calandprofessi

onalski

l

l

s

andtomakei

ndustrycontacts.

Ethi

csi

sthebranchofphi

l

osophythatdeal

swi

thmoralcomponentsofhumanl

i

feandusual

l

y

i

scal

l

edphi

l

osophyofthemoral

i

ty.Ethi

csrefl

ectsunderstandi

ngsofthesoci

etyaboutwhat

i

sandwhati

snotcorrectwi

thi

nthecertai

nactaswel

lasdi

fferencesbetweenagoodandevi

l

.

I

fyouaccusesomebodythathei

sl

azyanddoesnotdohi

sj

obwel

l

,thatdoesnotmeanthat

hehasi

mmoralbehavi

or.Fromothersi

de,l

yi

ngandrobberyarei

mpl

i

ci

tofavi

ol

ati

onof

ethi

calnorms.Thati

swhyethi

csi

sveryoftendescri

bedasanaggl

omerateofpri

nci

pl

esoras

codexofmoralbehavi

or.

Ourconsci

encei

stel

l

i

ngus,eveni

nthefi

el

dofj

ournal

i

sm(

ofcoursei

fwehavethat

consci

ence)veryofteni

nbrutal

l

ycl

earway,thattherei

sasi

gni

fi

cantdi

fferencebetweenthe

actsthatareaccurateonesandtheactsthatarewrong.Knowi

ngethi

calpri

nci

pl

esandthe

factsfromwhi

chtheyhavebeenderi

vedcanhaveani

nfl

uenceonourbehavi

or.

When,forexampl

e,j

ournal

i

sts“di

ve”i

ntosomeone’

sl

i

fe,thei

rdeci

si

ontopubl

i

sh,andi

ti

s

veryoften,unpl

easentdetai

l

s,theyoftenj

usti

fythi

swi

ththe“peopl

e’

sri

ghttoknow.

”The

probl

emwi

ththi

stypeofj

usti

fi

cati

oni

sthati

tdoesnotanswerthequesti

onofexactl

ywhat

doesthepeopl

ehaveari

ghttoknow,andbeforeeverythi

ng,whydopeopl

ehavetheri

ghtto

knowthi

ski

ndofi

nformati

on.

Defi

ni

ti

onOfEthi

csAndI

nseparabi

l

i

tyFromJournal

i

sm

Al

lovertheworl

dcodesofconducthavebeenproposedforj

ournal

i

sts.I

nfact,ethi

csi

s

i

nseparabl

efromj

ournal

i

sm,becausethepracti

ceofj

ournal

i

smi

scenteredonasetof

essenti

al

l

yethi

calconcepts:freedom,democracy,truth,obj

ecti

vi

ty,honesty,pri

vacy.I

fthe

properrol

eofj

ournal

i

smi

sseenasprovi

di

ngi

nformati

on,thentheethi

calquesti

onsfocuson

onei

ssue:mai

ntai

ni

ngthequal

i

tyofthei

nformati

on.Thi

si

ssuehasbecomeamatterof

pol

i

ti

calcontroversyandpubl

i

cconcern.Manypeopl

ethi

nkthemedi

aarei

naccurateand

bi

ased.

TheRobertMaxwel

lcasehasre-openedthei

ssueofmedi

aownershi

p.Questi

onsof

censorshi

pandfreedomofi

nformati

onhaveari

seni

nconnecti

onwi

thSpycatcher,thefi

ght

agai

nstterrori

smi

nNorthernI

rel

andandthewarsi

ntheFal

kl

andsandtheGul

f.Notto

menti

oni

ssueswi

thI

SI

L.

Therei

smuchconcernaboutthetri

vi

al

i

zi

ngandexpl

oi

tati

verepresentati

onofwomeni

nthe

medi

a,etc.Thedi

ssemi

nati

onanddi

scussi

onofi

nformati

onconcerni

ngthemaj

orprobl

ems

thatfacetheworl

dandi

tspeopl

ei

snecessarytoboththedemocrati

cunderstandi

ngandthe

democrati

cacti

onwi

thoutwhi

chtheprobl

emscannotbesol

ved–wi

thoutwhi

ch,i

nfact,they

wi

l

lescal

ate.

Soherei

sgreatopportuni

tyforthemedi

atocontri

butetotheadvancementofpeace,

prosperi

tyandprogress.Wi

thonefi

fthoftheworl

d’

spopul

ati

on–onebi

l

l

i

onpeopl

e–i

na

stateofdi

rephysi

calneed,questi

onsabouttheproducti

on,di

stri

buti

onandconsumpti

on,the

ownershi

pandcontrol

,oftheworl

d’

smateri

alresourceswi

l

lconti

nuetobeacentralrel

evance

andi

mportancetopol

i

ti

calagendas.

Turni

ngfromthegl

obaltothenati

onall

evel

,wefi

ndthatthei

ssueofqual

i

tyi

ssti

l

l

i

nescapabl

e.Afreeandvi

gorouspressandotherorgansofmassmedi

aandmass

communi

cati

onsareagreedtobeamongtheessenti

ali

ngredi

entsofaheal

thysoci

ety.

WhydoIusetheword“vi

gorous“?Becausei

ti

scl

earthatfreedomi

snotsuffi

ci

ent:apress

coul

dbefree,yetti

mi

dortorpi

d.Ethi

csi

snotj

ustamatterofcodesofconduct(

pl

usormi

nus

sancti

ons)

,andi

ti

snotj

ustamatterofrul

estobefol

l

owed.I

thasmoretodowi

thpri

nci

pl

es

concerni

ngtheri

ghtsandwrongsofhumanconduct,pri

nci

pl

eswhi

chhavesomereasoned

theoreti

calbasi

sandwhi

ch,therefore,appl

yobj

ecti

vel

yandi

mparti

al

l

y.

Ethi

csAsThePhi

l

osophyOfMoral

i

ty

Al

thoughdi

fferentwri

tersusethewords“ethi

cs”and“moral

s”i

ndi

fferentsenses,i

nthi

s

arti

cl

ewewi

l

lmakethefol

l

owi

ngdi

sti

ncti

onstohel

pavoi

dequi

vocati

onorthesetermsi

n

ethi

cal

Thecorepri

nci

pl

esofethi

calj

ournal

i

smsetoutbel

owprovi

deanexcel

l

entbaseforeveryone

whoaspi

restol

aunchthemsel

vesi

ntothepubl

i

ci

nformati

onspheretoshowresponsi

bi

l

i

tyi

n

howtheyusei

nformati

on.

Therearehundredsofcodesofconduct,chartersandstatementsmadebymedi

aand

professi

onalgroupsoutl

i

ni

ngthepri

nci

pl

es,val

uesandobl

i

gati

onsofthecraftofj

ournal

i

sm.

Mostfocusonfi

vecommonthemes:

Fi

veCorePri

nci

pl

esofJournal

i

sm

1.TruthandAccuracy

Journal

i

stscannotal

waysguarantee‘

truth’

,butgetti

ngthefactsri

ghti

sthecardi

nalpri

nci

pl

e

ofj

ournal

i

sm.Weshoul

dal

waysstri

veforaccuracy,gi

veal

ltherel

evantfactswehaveand

ensurethattheyhavebeenchecked.Whenwecannotcorroboratei

nformati

onweshoul

dsay

so.

2.I

ndependence

Journal

i

stsmustbei

ndependentvoi

ces;weshoul

dnotact,formal

l

yori

nformal

l

y,onbehal

fof

speci

ali

nterestswhetherpol

i

ti

cal

,corporateorcul

tural

.Weshoul

ddecl

aretoouredi

tors–or

theaudi

ence–anyofourpol

i

ti

calaffi

l

i

ati

ons,fi

nanci

alarrangementsorotherpersonal

i

nformati

onthatmi

ghtconsti

tuteaconfl

i

ctofi

nterest.

3.Fai

rnessandI

mparti

al

i

ty

Moststori

eshaveatl

easttwosi

des.Whi

l

etherei

snoobl

i

gati

ontopresenteverysi

dei

nevery

pi

ece,stori

esshoul

dbebal

ancedandaddcontext.Obj

ecti

vi

tyi

snotal

wayspossi

bl

e,andmay

notal

waysbedesi

rabl

e(

i

nthefaceforexampl

eofbrutal

i

tyori

nhumani

ty)

,buti

mparti

al

reporti

ngbui

l

dstrustandconfi

dence.

4.Humani

ty

Journal

i

stsshoul

ddonoharm.Whatwepubl

i

shorbroadcastmaybehurtful

,butweshoul

dbe

awareofthei

mpactofourwordsandi

magesonthel

i

vesofothers.

5.Accountabi

l

i

ty

Asuresi

gnofprofessi

onal

i

smandresponsi

bl

ej

ournal

i

smi

stheabi

l

i

tytohol

doursel

ves

accountabl

e.Whenwecommi

terrorswemustcorrectthemandourexpressi

onsofregret

mustbesi

ncerenotcyni

cal

.Wel

i

stentotheconcernsofouraudi

ence.Wemaynotchange

whatreaderswri

teorsaybutwewi

l

lal

waysprovi

deremedi

eswhenweareunfai

r.

Doesj

ournal

i

smneednewgui

del

i

nes?

EJNsupportersdonotbel

i

evethatweneedtoaddnewrul

estoregul

atej

ournal

i

stsandthei

r

worki

naddi

ti

ontotheresponsi

bi

l

i

ti

esoutl

i

nedabove,butwedosupportthecreati

onofa

l

egalandsoci

alframework,thatencouragesj

ournal

i

ststorespectandfol

l

owtheestabl

i

shed

val

uesofthei

rcraft.

I

ndoi

ngso,j

ournal

i

stsandtradi

ti

onalmedi

a,wi

l

lputthemsel

vesi

naposi

ti

ontobeprovi

de

l

eadershi

paboutwhatconsti

tutesethi

calfreedomofexpressi

on.Whati

sgoodforj

ournal

i

sm

i

sal

sogoodforotherswhousetheI

nternetoronl

i

nemedi

aforpubl

i

ccommuni

cati

ons.

Accountabl

eJournal

i

sm

Thi

scol

l

aborati

veproj

ectai

mstobetheworl

d’

sl

argestcol

l

ecti

onofethi

calcodesofconduct

andpressorgani

sati

ons.

TheAccountabl

eJournal

i

sm.

orgwebsi

tehasbeendevel

opedasaresourcetoongl

obalmedi

a

ethi

csandregul

ati

onsystems,andprovi

desadvi

ceonethi

calreporti

nganddeal

i

ngwi

thhate

speech.

Vi

si

ttheAccountabl

eJournal

i

smdatabaseofcodesofmedi

aethi

cs

ReadmoreabouttheEthi

calJournal

i

smNetwork’

smi

ssi

ontomedi

astandardsi

nthedi

gi

tal

age.

14.

2Ethi

calI

ssuesi

nMassMedi

a

Learni

ngObj

ecti

ves

Expl

ai

nthei

mportanceofraci

alandgenderdi

versi

tyi

nmassmedi

a.

I

denti

fytheethi

calconcernsassoci

atedwi

thraceandgenderstereotypes.

Li

stsomecommonconcernsaboutsexualcontenti

nthemedi

a.

I

nthecompeti

ti

veandrapi

dl

ychangi

ngworl

dofmass-medi

acommuni

cati

ons,medi

a

professi

onal

s—overcomebydeadl

i

nes,bottom-l

i

nei

mperati

ves,andcorporatei

nterests—can

easi

l

yl

osesi

ghtoftheethi

cali

mpl

i

cati

onsofthei

rwork.However,asentertai

nmentl

aw

speci

al

i

stSherriBurrpoi

ntsout,“Becausenetworktel

evi

si

oni

sanaudi

ovi

sualmedi

umthati

s

pi

pedfreei

ntoni

nety-ni

nepercentofAmeri

canhomes,i

ti

soneofthemosti

mportant

vehi

cl

esfordepi

cti

ngcul

turali

magestoourpopul

ati

on(

Burr,2001)

.

”Consi

deri

ngthe

profoundi

nfl

uencemassmedi

al

i

ketel

evi

si

onhaveoncul

turalpercepti

onsandatti

tudes,i

ti

s

i

mportantforthecreatorsofmedi

acontenttograppl

ewi

thethi

cali

ssues.

Stereotypes,Prescri

bedRol

es,andPubl

i

cPercepti

on

TheU.

S.popul

ati

oni

sbecomi

ngi

ncreasi

ngl

ydi

verse.Accordi

ngtoU.

S.Censusstati

sti

csfrom

2010,27.

6percentofthepopul

ati

oni

denti

fi

esi

tsraceasnon-Whi

te(

U.

S.CensusBureau,

2010)

.Yeti

nnetworktel

evi

si

onbroadcasts,maj

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