SPJ G7W2C3

7
Journalism (English)
Quarter 1 – Module 3:
[[
ETHICAL STANDARDS
OF JOURNALISM
Journalism (English) 7
Journalism Learning Kit
Ethical Standards of Journalism
Competency: Evaluate newspaper articles and ethical dilemmas or scenarios
based on ethical standards (SPJ7ETH-Ic-7)
First Edition, 2020
Published in the Philippines

By the Department of Education
Schools Division of Iloilo
Luna Street, La Paz, Iloilo City
Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the
government agency or office wherein the work is created shall be necessary for
exploitation of such work for profit. Such agency or office may, among other things,
impose as a condition the payment of royalties.
This Journalism Learning Kit is published to be utilized by the Schools

Division of Iloilo.
ALL RIGHTS RESERVED. No part of this learning resource may be

reproduced or transmitted in any form or by any means electronic or mechanical
without written permission from the Schools Division of Iloilo.
Development Team of Journalism Learning Kit
Writer: Emily Jane T. Taleon, Vrenelli Melle T. Tirado, Jessa Christy T. Traya
Illustrators: Armand Glenn S. Lapor, Mark T. Dasa
Layout Artists: Lilibeth E. Larupay, Jun Victor F. Bactan, Ricky T. Salabe
Division Quality Assurance Team: Lilibeth E. Larupay, Dr. Ruby Therese P. Almencion
Armand Glenn S. Lapor, Bonifacio D. Camilon,
G.L. John C. Haro, Cheza T. Plondaya,
Agustin T. Estoque
Management Team: Ma. Gemma M. Ledesma, Dr. Josilyn S. Solana,

Dr. Elena P. Gonzaga, Donald T. Genine,
Dr. Paul Nestor M. Pingil, Dr. Roel F. Bermejo,
Dr. Nordy D. Siason, Jr. Dr. Lilibeth T. Estoque,
Dr. Azucena T. Falales, Ruben S. Libutaque, Lilibeth E. Larupay,
Dr. Ruby Therese P. Almencion
Ethical Standards of Journalism
BEGIN
Hello! Journalism is a form

of writing concerned with the
collection, validation and
dissemination of information for
public consumption. With this
dynamic definition and influential
purpose, Journalism abides to a
set of moral and just principles
called Journalism Ethics. These
principles enable the journalists to
work with integrity and passion in
order to honestly serve the target
audience.
With this module, you will
be acquainted with Journalism
Ethics. So, be able to understand
and apply the rules as you go
along with your JOURNey!
TARGET
At the end of this lesson, you should be able to:

1. evaluate newspaper articles;
2. comprehend the knowledge of the Code of Ethics of Journalism;
3. familiarize the criteria of a good newspaper; and
4. apply ethical standards on real life scenarios.
TRY THIS
Journalism (English) 7 1
ACTIVITY 1: WORD DETECTIVE
Directions: Fill in the boxes with the corresponding letters of the answer. There
should be one letter per box. Copy the puzzle and write your answers in your
Journalism (English) 7 notebook.
Across
1. It is set of fundamental beliefs.
2. A paper printed and distributed usually daily or weekly that contains news,
opinions and features
5. Characteristic of a good newspaper that instructs staff members to conduct
themselves with dignity and decorum
6. Characteristic of a good newspaper that maintains vigorous standards of honesty
and fair play in the selection and editing of contents, as well as, relationship with
news sources and the public
Down
2. It is the origin of the word ethics.
3. This is how a person engaged in journalism is called.
DO THIS
ACTIVITY 2: WHAT IF?
Directions: Read and understand the situation below. Give your comments or
suggestions on how to solve the following situation and answer the given
questions.
Rea is known as good writer and as an honor student in their class. Her
teachers are very confident that she can write informative and comprehensive
write ups, so she became a member of their school paper. Approaching the
end of school year, Rea was tasked to write several articles for the school
paper since she failed to submit the previous articles. With that case, she was
caught between submitting requirements and writing articles. With this
situation, Rea opted to copy some articles from other periodicals available
online and she claimed the authorship of the said articles. She submitted
confidently those articles but sadly, her school paper adviser realized that her
write ups were all plagiarized from other online writers.
1. What can you say about the action of Rea?

2. If you are Rea, would you do the same thing? Why? Why not?
3. What are the ideas that you can suggest to Rea so she can correct her actions?
Give two ideas.
EXPLORE
E
Awesome! You did a wonderful job in
providing possible answers to the previous
activities. Now, let us connect your responses
to the questions on the next page.
Directions: Write your answers in your Journalism (English) 7 notebook.

1. How did you find the previous activities?
2. How can these activities help you to understand journalism?
3. What are the ideas about Ethics of Journalism that you can get from the
activities? Give at least three (3) ideas.
4. Why do you think it is important to understand the Ethics of Journalism?
KEEP THIS IN MIND
Well done! You have successfully made a
meaningful connection after answering the previous
activities. Now you are all set for the discussion about
the Ethics of Journalism.
What is Ethics?
The term ethics comes from the Greek word “ethos”, which means
character. The Greek philosopher Aristotle, who popularized the study of ethics,
equated an ethical person to a “man of character,” that is, someone who does what
is right and what he ought to1.
Ethics in Campus Journalism
A school paper, like all newspapers, should observe accuracy, fairness, and
good taste in reporting events. No story should be published which is based on
rumor, gossip, or unattributed opinion. Only statements of facts whose authority or
source is obvious will need no attribution. Obscenity should be absolutely taboo for
the school paper.
Words which show bias in the handling of news stories or other stories
concerning race, color, religious beliefs, or class should be avoided.
Stories concerning the morale of individuals should be avoided; no innocent
person(s) should be needlessly involved in the questionable or unpleasant incidents
or exposed to ridicule.
The persons that can be held accountable when a school paper reporter
commits a breach of ethics or laws on journalism are the advisers, the principal, the
school journalism supervisor of the division, and the division superintendent (for
public schools), heads of private schools or presidents of state colleges.
Below, is the Journalist’s Creed documented and written by Walter Williams,

the first dean of the Missouri School of Journalism. This creed serves as the life line
that journalists must abide.
1
Rachel E. Khan, “Campus Journalism Second Edition” (Mandaluyong City, Philippines: Anvil Publishing, Inc.), 91.
The Journalist’s Creed
by Walter Williams
I believe in the profession of journalism.

I believe that the public journal is a public trust; that all
connected with it are, to the full measure of their responsibility,
trustees for the public; the acceptance of a lesser service than
the public service is betrayal of this trust.
I believe that clear thinking and clear statement,
accuracy and fairness are fundamental to good journalism.
I believe that a journalist should write only what he holds
in his heart to be true.
I believe that suppression of the news, for any
consideration other than the welfare of society, is indefensible.
I believe that no one should write as a journalist what he
would not say as a gentleman; that bribery by one’s own
pocketbook is as much to be avoided as bribery by the
pocketbook of another; that individual responsibility may not be
escaped by pleading another’s instructions or another’s
dividends.
I believe that advertising, news and editorial columns
should alike serve the best interests of readers; that a single of
helpful truth and cleanness should prevail for all; that the
supreme test of good journalism is the measure of its public
service.
I believe that the journalism which succeeds best - and
best deserves success – fears God and honors Man; is stoutly
independent, unmoved by pride of opinion or greed of power,
constructive, tolerant but never careless, self-controlled, patient,
always respectful of its readers but always unafraid, is quickly
indignant at injustice; is unswayed by the appeal of privilege or
the clamor of the mob; seeks to give every man a chance and,
as far as law and honest wage and recognition of human
brotherhood can make it so, an equal chance; is profoundly
patriotic while sincerely promoting international good will and
cementing world-comradeship; is a journalism of humanity, of
and for today’s world.
Criteria of a Good Newspaper
Associated Press Managing Editors Association (APMEA)

- conducted an in-depth study to assess the newspaper as regards to its
responsibility in present day society
A good newspaper:
 prints the important news and provides the information, comment, and
guidance which is most useful to its readers
 reports fully and explains the meaning of local, national, and international
events which are major significance in its own community
 its editorial comment provides an informed opinion on matters of vital concern
to its readers
 becomes a public conscience by reflecting the total image of its own
community in its news coverage and by providing wise counsel in its editorials
 must be lively, imaginative, and original
 must have a sense of humor and the power to arouse keen interest
 must maintain effective circulation, advertising, and promotion departments
 should be guided in the publication of all materials by a concern for truth, the
hallmark of freedom; by a concern for human decency and human betterment;
and by respect for the accepted standards of its own community
To implement these principles of good editing, it requires:
 skilled staff
 an attractive format
 adequate space for news and comments
 a sound business foundation
A good newspaper should also have the following characteristics:
1. Integrity
The newspaper shall:
a. Maintain vigorous standards of honesty and fair play in the selection
and editing of its content, as well as in all its relation with news sources
and the public.
b. Deal dispassionately with controversial subjects and treat dispute
issues with impartiality.
c. Provide a forum for exchange of pertinent comment and criticism,
especially if it is conflict with the newspaper’s point of view.
d. Label its own editorial views of expression or opinion.
2. Accuracy
a. Exert maximum effort to print the truth in all news situations.
Strive for completeness and objectivity.
b. Guard against carelessness, bias or distortion by either emphasis or
omission.
c. Correct promptly errors of facts for which the newspaper is responsible.
3. Responsibility
a. Use mature and considered judgment in the public interest at all times.
b. Select, edit, and display news on the basis of its significance and its
genuine usefulness to the public.
c. Edit news affecting public morals with candor and good taste and avoid
an imbalance of sensational, preponderantly negative, or merely trivial
news.
d. Accept when possible a reasonable amount of news which illustrates
the values of compassion, self-sacrifice, heroism, good citizenship, and
patriotism.
e. Clearly define sources of news and tell the readers when competent
sources cannot be identified.
f. Respect rights of privacy.
g. Instruct its staff members to conduct themselves with dignity and
decorum.
4. Leadership
a. Act with courage in serving the public.
b. Stimulate and vigorously support public officials, private groups, and
individuals in crusades and campaigns to increase the good works and
eliminate the bad in the community.
SUM UP
You are almost done with this module.

You have familiarized yourselves with the
ethical standards of journalism. Now, let’s
recap important things you have learned.
 Ethics comes from the Greek word “ethos” which means character.
 Always remember that Journalism is a craft and needs to be learned in a hard
way; but in order to excel, you need to be a good craftsman. You should know
how to structure a news report, how to write a headline and how to make
news pages. There are four characteristics that every news report should
hold. These are: Integrity, Accuracy, Responsibility, and Leadership.
APPLY WHAT YOU HAVE LEARNED
ACTIVITY 3: STRENGTHEN YOUR SYNAPSE!
Directions: Read the ethical case that follows. Identify the ethical dilemma and then
answer the Comprehension Check that follows. Write your answer in your
Journalism (English) 7 notebook.
Henry Pisara was nearing the end of his first year as editor in chief of
the Student Chronicles, the campus newspaper, when he received an e-mail from
Morijo Santos, a member of the Culture Club (CC), a campus student organization.
Santos had found what she thought were particularly offensive pictures from a
recent theme party posted on Facebook. At the party, titled “South of the Border,”
students dressed up in attire representing tribal minorities.
Many students within the CC were outraged. Henry was shocked at the
pictures and the carelessness of the individuals to not only dress that way but also to
post the images on the Internet. He felt this was an example of racism. He also
immediately saw that this could be the lead story in the next issue of the newspaper.
Henry sent a reporter to cover the story. As the gossip about the story made its way
across campus, some students were horrified, others were apathetic and some felt the
whole issue was being blown out of proportion. Henry knew the paper had to do a
story, but he was not sure how to handle the photos.
The photos had been removed from Facebook after word spread across
campus but, because they were at one point accessible online, he and the other
editors debated whether or not this had become public domain. Tonton Maravilles, the
managing editor, felt that the photos should be printed so students could understand
the actual nature of the costumes. Henry was not sure if he should agree whether or
not the students’ faces should be shown or blurred.
Kikay Silva, the culture editor, felt the photos should be run unedited. “They
posed for the pictures at the party and were there to show themselves off, “she said.
“So let’s show them off. We claim we want to be seen as ‘real’ newspaper, so let’s act
like one and run the photos.”
But Henry was not convinced. The paper did not have photos of everyone at
the party, so editors could not be sure these photos were the most representative –
some people could have been in more degrading outfits. In addition, several recent
theme parties at the school had been deemed offensive to certain groups, but they
were never featured in the paper because there were no available photos. Showing
their faces and providing their names would forever connect them to racist behavior
via a quick Google search online – a practice often done by potential employers. As
editor in chief, Henry had to take this long-term effect into consideration. How long
were they supposed to pay for their wrongdoing?
After some reflection, Henry decided that they should go ahead and publish
the photos with the story but they would blur the faces and not to include names.
Comprehension Check!
1. Is posting a photo on Facebook a public or private act?
______________________________________________________________
2. Should the age of the individuals photographed be a factor in determining how
they should be printed?
______________________________________________________________
3. Would anyone’s rights have been violated by publishing non-blurred photos

with full names accompanying them?
______________________________________________________________
4. Do you agree with the editor’s decision? Why or why not?

______________________________________________________________
REFLECT
REFLECT
Well do Well done! You have shown great
improvement after accomplishing all the tasks
in the lesson. This time you will reflect on your
work and rate your confidence.
ACTIVITY 4: STOP, LOOK, GO!

Directions: Accomplish the infographics. Write your answers in your Journalism
(English) 7 notebook.
How are you doing so far?
1 thing I really do not understand
still do
1 thing I want to ask
1 thing I have learned
ASSESS WHAT YOU HAVE LEARNED
ACTIVITY 5: FILL IN THE BLANKS
Directions: Fill in the blanks with vocabulary words from The Journalist’s Creed by
Walter Williams. Use the words form the given pool of words.
constructive bribery respectful prevail

patriotic stimulate create avenue
I believe that no one should write as a journalist what he would not say as a
gentleman; that __1__ by one’s own pocketbook is as much to be avoided as bribery
by the pocketbook of another; that individual responsibility may not be escaped by
pleading another’s instructions or another’s dividends.
I believe that advertising, news and editorial columns should alike serve the best
interests of readers; that a single of helpful truth and cleanness should __2__ for all;
that the supreme test of good journalism is the measure of its public service.
I believe that the journalism which succeeds best - and best deserves success
– fears God and honors Man; is stoutly independent, unmoved by pride of opinion or
greed of power, __3__, tolerant but never careless, self-controlled, patient, always
__4__ of its readers but always unafraid, is quickly indignant at injustice; is unswayed
by the appeal of privilege or the clamor of the mob; seeks to give every man a chance
and, as far as law and honest wage and recognition of human brotherhood can make
it so, an equal chance; is profoundly __5__ while sincerely promoting international
good will and cementing world-comradeship; is a journalism of humanity, of and for
today’s world.
Activity 6: True or False

Directions: Let’s have a quick stroll down your memory lane. For each of the
following questions, choose if the statement is TRUE or FALSE. Write your
answers in your Journalism (English) 7 notebook.
6. A good newspaper strives for completeness and equality. This is what we call
accuracy.
7. It is a good newspaper if it prints the main news and delivers the information,
comment, and guidance which are most beneficial to its readers.
8. This act can be considered with integrity if you respect the rights of privacy of your
sources.
9. A good newspaper should maintain strong standards of honesty and fairness in
the selection and editing of its content. This can be reflected as your responsibility as
a journalist.
10. A newspaper should act with courage in serving the public in order to be
considered good.
GLOSSARY
Clamor – (n) insistent public expression (as of support or protest)
Indefensible – (adj) incapable of being maintained as right or valid
Indignant – (adj) feeling or showing anger because of something unjust or unworthy
Prevail – (v) to gain ascendancy through strength or superiority
Taboo- (n) something that is not acceptable to say, mention, or do
ANSWER KEY
Activity 1: Word Detective

Across Down
1. CREED
2. NEWSPAPER 2. ETHOS
5. RESPONSIBILITY 3. JOURNALIST
6. INTEGRITY
Activity 2-4 Answers may vary
Activity 5: Fill in the Blanks

1. bribery 2. prevail 3. constructive 4. respectful 5. patriotic
Activity 6: True of False

6.True 7. True 8. False 9. False 10. True
REFERENCES
Cruz, Ceciliano-Jose. Journalism and School Paper Advising, Fourth Edition, Rex
Bookstore, Manila.1997.
Bulusan, Ferdinand. Campus Journalism within your reach. Lorimar Publishing, Inc.
Quezon City, Metro Manila. 2016.
Khan, Rachel. Campus Journalism, Second Edition, Anvil Publishing, Inc.

Mandaluyong City, Philippines. 2017.

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7

Published in the Philippines

This Journalism Learning Kit is published to be utilized by the Schools

ALL RIGHTS RESERVED. No part of this learning resource may be

Development Team of Journalism Learning Kit

Illustrators: Armand Glenn S. Lapor, Mark T. Dasa

Layout Artists: Lilibeth E. Larupay, Jun Victor F. Bactan, Ricky T. Salabe

Management Team: Ma. Gemma M. Ledesma, Dr. Josilyn S. Solana,

Hello! Journalism is a form

At the end of this lesson, you should be able to:

1. What can you say about the action of Rea?

Directions: Write your answers in your Journalism (English) 7 notebook.

KEEP THIS IN MIND

Ethics in Campus Journalism

Below, is the Journalist’s Creed documented and written by Walter Williams,

I believe in the profession of journalism.

Criteria of a Good Newspaper

Associated Press Managing Editors Association (APMEA)

You are almost done with this module.

APPLY WHAT YOU HAVE LEARNED

3. Would anyone’s rights have been violated by publishing non-blurred photos

4. Do you agree with the editor’s decision? Why or why not?

ACTIVITY 4: STOP, LOOK, GO!

1 thing I really do not understand

1 thing I want to ask

1 thing I have learned

ASSESS WHAT YOU HAVE LEARNED

constructive bribery respectful prevail

Activity 6: True or False

Activity 1: Word Detective

Activity 2-4 Answers may vary

Activity 5: Fill in the Blanks

Activity 6: True of False

Khan, Rachel. Campus Journalism, Second Edition, Anvil Publishing, Inc.

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