THE MASS MEDIA

The mass media also referred to as mass communication may be defined as a special kind of social
communication characterized by a unique audience, communication experience, and communicator. The
audience is usually large, heterogeneous, and anonymous. The term "media" comes from Latin, meaning
“middle” suggesting that media serve to connect people. Mass media occur as communications technology
(first newspapers, then radio, and television) spreads information on a mass scale.
The communication experience is usually public/rapid, and transient. Media content is for public rather than
private (one on one) consumption. Media coverage of important events occurs either "live" or shortly thereafter.
Media content is also Transient – the focus on one news event does not last very long.
The communicator is often just one person talking to others through electronic media, that a person works
within a complex organization with policies that govern what is broadcast. A cross-cultural view of
broadcasting reveals that the members of society dictate what is news, how it is presented, and what
interpretations are given.
The mass media have an enormous effect on our attitudes and behavior. Television, introduced in 1939, soon
became the dominant medium. The global snapshot on television ownership from a global perspective done in
2002 reveals that 98 percent of U.S. households have at least one set, followed by Canada (85%), Japan (80%),
Finland (72%), Germany (64%), Austria (62%) and Italy (60%) (The World Bank, 2002).
Researchers revealed that the average household has at least one set turned on for seven hours each day, and
people spend almost half of their free time watching television (Neilsen, 1997; Seplow & Storm, 1998.)
Years before children learn to read, television watching is a regular routine. As they grow, children spend as
many hours in front of a television as they do in school or interacting with their parents. This is so despite
research that suggests television makes children more passive and less likely to use their imagination. (Singer &
Singer, 1983; APA, 1993; Fellman, 2005).
For a variety of reasons, television (like other media) provokes plenty of criticism Some liberal critics argue
that television shows mirror our society's patterns of social inequality and rarely challenge the status quo. Most
programs involve men in positions of power over women. Moreover, although racial and ethnic minorities
watch about 40% more television than white people, they are largely absent from programming (Gans, 1990,
Cantor & Pingree, 1993, Brown, 2000).
On the other side of the fence, conservative critics charge that the television and film industries are dominated
by a liberal "cultural elite." In recent years, they claim. "politically correct” media have advanced liberal causes
including feminism and gay rights (Lichter, Rothman, & Rothman, 1986; Woodward, 1992; Prindle &
Endersby, 1993; Rothman, & Rothman, 2003)
A final issue concerns violence and the mass media. In 1996, the American Medical Association (AMA)
declared violence in the mass media a hazard to the country's health. An AMA survey (1996) found that three-
fourths of U.S. adults have either walked out of a movie or turned off television because of too much violence.
A more recent national study found that almost two-thirds of television shows contain violence and that, in
most senses, violent characters show no remorse and are not punished (Wilson, 1998),
Most countries implement a rating system for programs. But larger questions remain: Does viewing violent
programming hurt people as much as critics say it does? More importantly, why do the mass media contain so
much violence (and sex) in the first place?
In sum, television and other mass media have enriched our lives with entertaining and educational
programming. The media also increase our exposure to diverse cultures and provoke discussion of current
issues. At the same time, the power of the media-especially television-to shape how we think remains highly
controversial.
Finally, our spheres of life beyond family, school, peer group, and the media also play a part in social learning.
For most people in urban areas and global cities, these include religious organizations, the workplace, the
military, and social clubs. As a result, socialization is an uneven process as we absorb different information
from different sources. In the end, socialization is not a simple learning process but a complete balancing act. In
the process of sorting and weighing all the information, we encounter, we form our own distinctive
personalities and world views.

Importance of Mass Media

Mass media are important because they reflect and create cultural values and interests. Media attention to the
Senate impeachment trial of Chief Justice Corona and the ouster of Justice Maria Lourdes Sereno and China's
intrusion, into the Philippine Sea, suggests a deep cultural interest in, and value for, human dignity and
territorial area of responsibility. Coverage of the impeachment trial and ouster and the diplomatic protest (if
there will be) has been tremendous and such interest is also economic. The money, energy, and resources we
spend on these events are relevant to our political and economic life. If the verdict is guilty, then who wins? If
China will continue to ignore our diplomatic protest what is the next move?
In addition to reflecting selected cultural values and interests, the media somewhat suggest one version of
parents who were more teasing and less authoritarian with their children and spouses who engaged in more
physical affection with each other than in previous decades. (Tan, 1955).
Media are important from yet another vantage point. McLuhan (1963 cited by Knox, 2006) emphasized that
"The medium is the message.” By this, he meant that the way in which content is delivered is, in itself, a
message about the culture we live in. For example, the development of motion pictures "carried us from the
world of sequence and connections into the world of creative configuration and structure." We are no longer
bound by the natural sequencing of life events; we could make them up the way we demand them.

Functions of Mass Media

Knox (1990; 2006), as cited by Abelos (2014), summarized several functions of mass media as follows:

Warning. A primary function of mass media is the ability to warn of impending danger Television
meteorologists broadcast sightings of hurricanes, tornadoes, and storms, alert listeners and viewers to take the
necessary precautions and provide up-to-the-minute tracking of the location of bad weather systems. Without
such warning, there is the possibility of tremendous loss of life and property.
The media are also instrumental in warning citizens of other hazards. Media personalities are always alerted to
warn the general public of the potential dangers of cancer-causing beauty soap (those without FDA permit), the
potential danger of China-made children’s toys, the health risk of taking supplementary drugs, etc.

Companionship. Television produced a new category of friends: the media friend. These are people known to
viewers who feel a sense of friendship with the performer, newscaster, and field reporters. People who seem to
be helpless with an illness of their children, relatives, and themselves go to seek help from the charity programs
of giant television networks. The hosts will then endorse them to several kind-hearted individuals who are
willing to offer their services in the name of the foundation. There are many media personalities who are doing
such favor to the needy from sickness to legal advice, love counseling, job placements, and even problems of
OFWs.

Status Conferral. A latent function of mass media is to confer status on those individuals who are given high
visibility. Unknown individuals can become household names within a few and some will figure out
permanently once media attention is given to them. The phenomenal rise of Nora Aunor as a singing sensation
and her dramatic entry to the big screen is a classic example. Willie Revillame is now a millionaire in his own
right due to media exposure while battling out with a giant television network on several cases that even made
him popular and marketable to the advertisers’ Ordinary people such as taxi drivers, janitors, waiters, and even
scavengers who return money are given such accolades of recognition due to their good deeds by media

Agenda Setting. Media also set a cultural agenda for what is important. On the international scene, several
media agenda settings occurred for civil disturbances in Libya, Yemen, Egypt, Syria, and Bahrain in 2010 and
2011. The New York Twin Tower disaster will always be remembered by most Filipinos as several fellow
citizens were part of that tragedy. The tsunami that struck Indonesia and Thailand are important events that
awaken some audiences to how nature takes its wrath over humanity in this modern civilization. Likewise, the
Yolanda victims will always be part of Philippine history because of the number of lives lost in the strongest
typhoon that hit the country. The shocking death of Heath Ledger (Broke Back Mountain). Michael Jackson,
Whitney Houston, and other famous names in Hollywood are considered very important so people will
understand and view life as a precious gift from the Creator. There of fans seems to ask a mind-boggling
question why of all people, with their fame and money, yet they took their life using drugs. This is somewhat a
spiritual awakening for some while others feel blessed, even if they don't have such money and fame they're
still happy and contented with what God has given them

Reality Construction. While agenda setting is concerned with emphasizing what is important, reality
construction focuses on the interpretation and meaning of a media event Some broadcasters invite people who
are experts in their field when media events are aired. For example, political analysts, sociologists,
psychologists, legal experts, diplomats, and college professors are part of the debate and arguments and most of
them are sharing their knowledge on a specific topic raised by the newscasters especially after a winning or
losing candidate won, and failed in the presidential or senatorial elections This is usually done during the exit
polls
The way an event is televised influences how the event is experienced. The use of numerous cameras makes it
possible for a parade to be presented on television in such a way to be different from the experience of someone
actually attending the parade.

Surveillance. Surveillance, another function of the mass media, refers to the collection and distribution of
information both within and outside society. The evening television news is an overview of the happenings of
the day News reporters scan the environment for new events and report them in print or over the airwaves.
Surveillance may also focus on particular events, such as the presidential election impeachment trial, the
graduation ceremony of the PMA cadets, or disasters such as earthquakes or sea mishaps.

Socialization and Education. Media also involve socialization or the transmission of social heritage to the
audience. The commentator of the automobile accident at the railroad crossing in providing a socialization
experience on how to view death, governmental agencies, and public responsibility, death is tragic preventable
death is more tragic; government agencies respond to public pressure; it is appropriate to put pressure on
government agencies; we are our brother's keepers.
Closely related to the socialization function of mass media is education. The major networks and the
government station have made noteworthy contributions to what we know about the world. Aside from news
coverage, television networks air educational programs.

Propaganda. Merton (1986) defined propaganda as "any and all set of symbols which influences opinion,
belief or action on issues regarded by the community as controversial (p. 167). He emphasized that the term
propaganda, in the mind of the public, tends to imply deceit or fraud. Merton observed that the most effective
propaganda is not to tell people how to feel but to provide them with selective facts and allow them to draw
their own conclusions. Facts are easy to understand, have an attention-getting value, and are easy to spread by
word of mouth. However, the availability of video cameras and digital cameras provides people on each side of
an issue the tools to present the "facts."

Mainstreaming. Mainstreaming refers to a common outlook and set of values that exposure to television tends
to cultivate (Gerbner, 1976) When heavy viewers of television are compared to light viewers, there trends to be
a commonality of outlook among the heavy viewers. Regardless of political orientation, heavy viewers are
more likely to be against homosexuality (especially when they see Rustom Padilla now BB Gandanghari with a
new talking about his sex change and appearing on a television screen with a new outlook as ladylike in
contrast to his boy next door image during his heydays as a macho actor), abortion and express concerns and
doubts on the sudden change of Manny Pacquiao as being over religious and preachy.
These views are promoted by network executives to dictate cultural values. The network executives are
required by advertisers to promote these values or lose revenues.

Entertainment. The entertainment function of television is the purposeful development of programming for the
sole function of providing entertainment for viewers. Any artistic, cultural, or educational value is secondary.
Emphasizing the entertainment aspect of television, Home Box Office (HBO) which is available thru cable TV
has begun a 24-hour all-comedy channel.
Televising sporting events such as NBA, Olympics, and World Soccer is also a major entertainment feature of
television. PBA NCAA, UAAP and several sports events are being broadcast all year round including boxing
and regional games such as SEA and Asian games.

Advertising. The fundamental economic purpose of mass media is to sell an audience to advertisers who can
induce the audience to buy products. The primary target audience is the "affluent, fairly well educated, and
relatively young. In effect, mass media exist for corporations, which market their product through the media.
Because advertisers must induce buying behavior on the part of the media consumer they sometimes use
doublespeak-ways of expressing ideas that mislead, confuse deceive and manipulate.
Adults are not the only focus of television advertising Children represent a mass market to which advertisers
parade their products in a high-rating television program, Ice cream brands, juice drinks, and powdered milk are
examples of trying to lure the children.

MEDIA ETHICS
Professional communicators recognize the value of fundamental standards of ethical behavior. In addition,
media audiences have come to expect certain fundamental ethical standards. Among these are accuracy,
objectivity, balance, accurate representation, and truth.

Accuracy. The bedrock of ethics is accuracy, the reporting of information in a context that allows people to
understand and comprehend the truth. For public relations professionals, reporters, and editors, being accused
of inaccuracy is one of the worst charges that can be leveled. However, accuracy is not simple truth but the
reporting of information in a context that allows people to discern the truth.
Objectivity. Objectivity is reporting facts without bias or prejudice, including a deliberate attempt to avoid
interpretation. To be fully unbiased is an admirable but unattainable goal. From birth on, society and familial
upbringing subtly influence a person's view of the world. However, journalists who accept objectivity as a goal
need to be aware of their biases and then report and produce an objective story as possible.

Fairness and Balance. Fairness and balance means providing equal or nearly equal coverage of various points
of view in a controversy. Fairness and balance often go hand in hand with accuracy and objectivity. Reporters
attempt to investigate the many sides of a story. For example, the RH bill is a much-debated issue since the
Catholic Church does not agree with the government’s stand. If the mass media quote and run videos on active
demonstrators on the pro-choice and pro-life sides, the complete story remains untold Stories need to consider
the range of differing opinions. Often, complexity must be preserved for journalistic balance to be achieved

Truth. Although journalists cannot always ensure that their stories are true they can make an extra effort to be
truthful and to avoid lying.

Integrity of Sources. A journalist’s story is only as good as his or her sources. In 1981, Janet Cooke, a 26-year-
old Washington Post reporter, won a Pulitzer Prize for a front-page article called “Jimmy's World,” Jimmy was
an eight-year-old heroin addict. Soon after receiving the award, Cooke confessed that she has concocted the
story; Jimmy did not exist. She returned the prize and left the Port (Folkerts & Lacy, 2001),
Reporters who become too loyal to sources risk the possibility of being blinded and missing important cues to
stories.

Avoiding Conflict of Interest. Outside business, social and personal activities and contacts can subtly
influence the ability of mass media professionals to conduct objective reporting. This is called a conflict of
interest. It might cause, for example, an animal rights activist not to cover comprehensively and fairly a story
on animals and scientific experiments; a city council member might not effectively relate all sides of a housing
bill; or the spouse of a political contender might not write objectively a candidate's platform. The lack of
objectivity these reporters experience originates in a conflict of interest – the conflict between trying to do one's
job effectively, and a belief system that adheres to the moral rightness of a cause or a desire to promote one's
own interest (Abelos, 2014)

Ethical Principles

 A doctor who practices illegal abortion would be violating a code of ethics. The doctor could lose the
right to practice
 A lawyer who deliberately misleads a client would be guilty of violating a code of ethics. The lawyer
could be disbarred and kept from practicing law.
 A certified public accountant (CPA) who knowingly signs a statement misrepresenting a company's
financial position would be violating a code of ethics. The CPA could lose the right to practice.
 A journalist who accepts a stolen document and poses as a police investigator to get private telephone
records might be violating a code of ethics, The journalist could win a journalism award.
The doctor, the lawyer, and the accountant all have mandatory codes of ethics, prescribed and enforced by their
professions. Journalism as a profession has been slow to establish a mandatory and enforced code because of a
fear that it might in some way infringe upon the freedom of the press guaranteed by the Constitution.
In other professions, enforcing a code means the profession must have the power to keep people from practicing
unless they have membership or a license to practice, That also means that the profession must have the power
to suspend a license and to keep members from practicing if they violate the code of the profession. This is
mandated by our very own Professional Regulations Commission (PRC),
For some professions, the state or country requires a license to practice. If as a condition of keeping that license,
people may not express certain ideas; that is a form of censorship. Because journalists, that is are not licensed
by states, it is difficult to define a journalist. In fact, the Supreme Court in the United States) has said it does not
want to define a journalist.
Therefore, the government does not keep anyone from practicing journalism, although individual news
organizations have established and enforced codes of ethics that have restricted journalists from practicing
journalism in their organizations. For example, some journalists who have plagiarized have been suspended or
fired from their news organizations.
In the United States, the Society of Professional Journalists does have codes of conduct. Of course, journalists
do not have to belong to such organizations to practice journalism. Half or more newspapers and television
stations now have written codes of ethics. Larger news organizations are more likely to have them.
Critics of the journalism code of ethics condemn them either for being hopelessly general and therefore
ineffective or for being too restrictive. Some argue that strict codes might help improve journalists’ credibility,
but others say they merely make journalists an easier target for libel suits.
Your organization may or may not have a code of ethics. Either way, you should devise your own ethical values
and principles. Your upbringing, perhaps religious training and per education have already helped you prepare
to do that

Three Ethical Philosophies

Your personal ethics may be derived from the way you answer one fundamental question: Does the end justify
the mean? Another way of asking that is; should you ever do something that is not good in itself in order to
achieve a goal that is good?
If your answer is NO to that question, you are in some sense at least an absolutist or a legalist. You would then
most likely subscribe to deontological ethics If your answer is YES to that question, you are more of a relativist
and would subscribe to teleological ethics, if you answer MAYBE OR SOMETIMES, you would subscribe to a
form of situation ethics.
Conrad C Pink, professor of media ethics has this to say: Ethics is a system of principles, a morality, or a code
of conduct. It is the values and rules of life recognized by an individual, group, or culture seeking guidelines to
human conduct and what is good or bad, right or wrong (p. 217)
The following are the philosophical jargon relative to the understanding of the principles cited.

Deontological Ethics
Deontology is the ethics of duty. According to this philosophy, it is the person's duty to do what is right. Some
actions are always right; some are always wrong. Then exists in nature (or for those with religious faith, in
divine revelation) a fixed set of principles or laws, from which there should be no deviation. The end never
justifies the means. That is why some refer to this kind of ethical philosophy as absolutism or legalism. (Brooks
et al., 1999)
If it is wrong to lie, it is always wrong to lie. If a murderer comes to your door and asks where your roommates
are so that he or she could murder them, if you were an absolutist, you would not lie to save their lives. It
doesn’t matter that your friend might be killed. The consequences are irrelevant.
An absolutist or legalist has one clear duty – to discover the rules and to follow them. An absolutist or legalist
ethical philosophy could spawn a conscientious objector who not only would refuse to take arms but who
would also refuse even to go to war as a medic. If war is absolutely wrong. It is absolutely wrong to participate
in the war in any way (Beooks, et al, 1999)
One such absolutist was Immanuel Kant (1724-1804). Kant proposed the categorical imperative that states that
you should do only those things that you would be willing to have everyone follow as a universal law. Once
you make that decision, you regard it as "categorical" and without exception, and it is imperative that you do it
(Brooks, 1999).
Many people draw support for their absolutism or legalism from their religious beliefs. They will cite the Bible
or the Koran or some other book they believe to be divinely inspired. If they themselves cannot find the answer,
they will turn to their minister, priest, rabbi or guru for the answer to their ethical dilemma. The absolutist is
concerned not only with doing the right thing, and one need only to discover what that is
The absolutist journalist is concerned only with whether an event is newsworthy. If it is interesting, timely,
significant, or important, it is to be reported, regardless of the consequences. The duty of the journalist is to
report the news, period. American broadcast journalist Walter Cronkite (1916-2009) once said that if journalists
worried about what all the possible consequences could be for reporting something, they would never report
anything (Brooks, et al. 1999).
The deontological philosophy is attractive to many journalists because it assumes the need for full disclosure.
Nothing newsworthy is withheld from the public. In the end, these journalists believe that publishing without
fear of the consequences or without favor for one group's interest over another's is the highest ethical principle.
Journalists are unethical only when they withhold the news.

Teleological Ethics.
Teleological ethics holds that what makes an act ethical is not the act itself but the consequences of the act. The
end can and often does justify the means. This philosophy makes ethics more relativistic than absolutist or
legalistic
For example, stealing may not always be wrong. In some cases, it may be virtuous. A mother who steals food
for her starving child would be performing a good act. A person who lies to save someone's life would be acting
ethically. A person who kills to protect his or her own life is acting morally.
What is involved in teleological ethics is the intention of the person performing the act. What some people
would proclaim as unethical, some would do for a good purpose or a good reason. Police often work
undercover. They conceal their identity as police officers in order to apprehend criminals. If in that process they
must lie or even get involved in some criminal activity, so be it. Their purpose is to protect the public; their
intention is to work for the good of society.
Some journalists would not hesitate to do the same. Some would require some conditions to be in place before
they will steal or use deceit, but they would do it nonetheless. Their purpose is to be the watchdog of
government, to protect the common good, and to keep the public fully informed. What they must do to
accomplish these goals, they argue, is clearly ethical.
The extreme form of the end justifying the means was best expressed by the 15 th-century Italian philosopher
Niccolo Machiavelli (1469-1527) In the 20th-century, American philosopher John Dewey (1859-1952),
reflected this philosophy with his pragmatism – whatever works are ethical.
This pragmatism often applies to business in general and to the business of journalism. If a story about a local
grocery brings threats of withdrawing advertising, some editors will refrain from publishing the story. If a
favorable story brings more advertsing money, they will publish the story. They will generally do whatever
works.

Situation Ethics
Situation Ethics. When asked whether the end justifies the means, persons subscribing to situation ethics would
reply that it all depends.
Complete relativists, or antinomians, hold that there are no laws and only one operative principle. That
principle is that every person and every ethical situation is unique, and to solve an ethical dilemma by applying
principles held by others or principles that apply in other cases is unethical. The only way to be ethical is to
view each situation as unique and to solve the ethical problem entirely on its own merits.
This position does not mean that antinomians have no ethics. It does not mean that they would always lie or
cheat or steal. An antinomian journalist would not hesitate in some instances to pose at someone other than a
journalist in an attempt to gather information. In other cases, the antinomian would not. It depends entirely on
the situation because no two situations are alike (Brooks et al., 1999)

John Merrill's Deontelics.

John Merrill's Deontelics. Other relativists are not as extreme Some ethicists shy away from absolutism and say
that one must consider both the act and the consequences of the act. Journalist scholar and ethicist John Merrill
calls such ethics as deontelics – a word he coined combining deontological and teleological ethics. To act
responsibly, journalists must consider more than just the ethics of the act and be aware that some acts are of
their very nature unethical.
For example, telling the truth is paramount for a journalist. Lying by nature is unethical – in most cases.
According to deantolic theory, there may be a rare time when lying is justifiable for a good purpose. For
example, an investigative reporter might justify lying about his or her identity as a journalist as the only way to
get information for an important story

Love of Neighbor.
Love of Neighbor. Joseph Fletcher author of Situation Ethics based his philosophy on the love of neighbor
articulated in the Golden Rule and the maxim, "You shall love your neighbors as yourself.” He presents his
ethics from a Christian perspective with roots in Judaic teaching, but one need not profess Christianity to share
the conviction that all principles are relative to one absolute – love of neighbor. Indeed, many religions, as well
as secular humanisms, hold human values as the highest good.
In the broad sense, then, followers of Fletcher's form of situation ethics place people first. In every ethical
dilemma, they always do what is best for people Sometimes they must choose between love for one person and
love for a larger community of people.