THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens

1. THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens

2. Regulation of the Mass Media

3. Chapter 16 Ethics and Other Informal Controls • Personal Ethics • Performance Codes • Internal Controls • Outside Influences Chapter Outline

4. Personal Ethics Ethicsare rules of conduct or principles of morality that point us toward the right or best way to act in a situation.

5. Ethical Principles Principle of the Golden Mean – Aristotle Moral virtue lies between two extremes. Moderation is the key. The proper way of behaving lies between doing too much and doing too little. Example: coverage of civil disorders

6. Ethical Principles The Categorical Imperative – Immanuel Kant What’s right for one is right for all. We act according to rules we want to see universally applied. Conscience informs us what is right. Example: Use of deception in news gathering

7. Ethical Principles Principle of Utility – Bentham and Mill The best ratio of good to evil for the general society. How much good is done? How much evil is avoided? 1. Calculate the consequences. 2. Choose the path that maximizes good and/or minimizes evil. Example: printing the Pentagon Papers

8. Ethical Principles Veil of Ignorance – John Rawls Justice is blind. Justice emerges when we treat everyone without social differentiations. All parties in a dispute should be placed behind a veil of ignorance. Example: Press – politician relationships

9. Ethical Principles Principle of Self-Determination – Judeo-Christian ethic Human beings have value apart from any circumstances. They should not be used to accomplish an end if that violates their self-determination. “Love your neighbor as yourself.” Example: press should avoid being used by sources

10. Personal Ethics Definitions Values Principles Loyalties Action What are the facts? What are our alternative possible actions? What values are involved? Which values are more relevant to deciding a course of action? What ethical principles apply? Where do our loyalties lie? To whom do we owe our highest moral duty and obligation? Example An Internet expert posed as an 18-year old boy on gay web sites ~ Ralph Potter

11. Personal Ethics Acculturation in a media context is the tendency of media professionals to accept the ideas, attitudes, and opinions of the group they cover or with whom they have significant contact. Example: California policemen in a bar

12. Print Media Performance Codes American Society of Newspaper Editors Seven Canons of Journalism (1923) • Responsibility • Freedom of the press • Decency • Accuracy • Impartiality • Fair play • Independence

13. Print Media Performance Codes Society of Professional Journalists (1923, 1973, 1984, 1987, 1996) • Minimize harm • Seek the truth and report it • Act independently • Be accountable APME, Gannett also have codes

14. Broadcasting Performance Codes National Association of Broadcasters Code of Good Practice (b. 1929, d. 1983) • Children’s TV Indecency • Violence Drug and substance abuse Radio and Television News Directors Association: 11-part code

15. Motion Picture Performance Codes Motion Picture Producers and Distributors of America (1930) Motion Picture Production Code • What to avoid; what to be careful about • 20 pages of specific text Legion of Decency Motion Picture Association of America (1968+) Ratings of individual movies: G, PG, PG-13, R, and NC-17

16. Advertising Industry Performance Codes American Association of Advertising Agencies Standards of Practice (1924) • Offensive statements • Misleading price claims • Rumors about competitors Advertising Code of American Business Public Relations Society of America (1954+)

17. Internal Controls • 1950s+: “Standards and Practices” departments made thousands of decisions on dialog, plot lines, and visuals • 1980s+: S&P departments smaller, far fewer content decisions. Networks rely on program producers • Influence of cable on broadcast • Most local stations have a policy book Self-Regulation in Television

18. Internal Controls • Operating policies • Everyday problems and situations • Freebies, deceptive practices, junkets, and outside jobs • Editorial policies • Used when persuading the public on certain issues or to achieve specific goals • Boosterism (example: Flint, Michigan) Self-Regulation in Print

19. Internal Controls Self-Regulation in Advertising Council of Better Business Bureaus American Advertising Federation American Association of Advertising Industries Association of National Advertisers National Advertising Review Council (NARC)

20. Internal Controls • NARC composed of two divisions • National Advertising Division (NAD) • Handles complaints about ads • Competitors or consumers • National Advertising Review Board (NARB) • Handles complaints unresolved by NAD • Complaints can be forwarded to the FTC

21. Outside Influences • Economic Pressures – Pressure from Advertisers • Dependency on ad revenues  susceptibility to advertising pressures • Product placement • USA Network bowed to pressure from a drug company not to make movie about cyanide-laced Excedrin • Boston Herald’s reporter • Columbia Journalism Review (2000): 33% of reporters avoid stories that are detrimental to their advertisers

22. Outside Influences • Economic Pressures – Business Policies • Trading positive news coverage for ad space • Trading away negative news coverage for ad space • Nike and San Francisco’s “Bay to Breakers” race • Revenue-related reading matter

23. Outside Influences • Pressure Groups • Boycotts Bad publicity • Legal – Civil suits and attempts to revoke licenses • Action for Smoking and Health (ASH) • Action for Children’s Television (ACT) • Supervisor for children’s programming • Ban drug and vitamin ads from kid’s shows • Ban on host selling • Reducing ads on Saturday morning • 1990 Children’s Television Act • Mothers Against Drunk Driving (MADD)

24. Outside Influences • Press Councils • An independent agency that monitors the day-to-day performance of the media • Handles complaints through reports and publicity • Only a few in the USA • Education • Teaching and practicing ethical reasoning • Developing a system of ethical reasoning