– The first is 'depersonalisation' which means that journalists should not overtly express their own views, evaluations, or beliefs. – The second is 'balance' which involves presenting the views of representatives of both sides of a controversy without favouring one side • Objectivity implies a standard. But if a standard exists, then why don’t two newspapers ever have the same angle on a breaking story? If they’re all writing objective stories, how can they all present the same story differently? THE ‘OBJECTIVE’ MEDIA • In practice, mainstream media suffers from economic, political and industry pressures that often prevent it from performing its ideal role of providing a wide variety of views. • Media often allow current repressive forces to maintain and increase their influence Independence • Gather and report news without fear or favor, and vigorously resist undue influence from any outside forces, including advertisers, sources, story subjects, powerful individuals, and special interest groups. • Resist those who would seek to buy or politically influence news content or who would seek to intimidate those who gather and disseminate the news. • Use editorial judgment • Resist any self-interest or peer pressure that might erode journalistic duty and service to the public. • Recognize that sponsorship of the news will not be used in any way to determine, restrict, or manipulate content. • Refuse to allow the interests of ownership or management to influence news judgment and content inappropriately. • Defend the rights of the free press for all journalists, recognizing that any professional or government licensing of journalists is a violation of that freedom. Fairness and Impartiality • Most stories have at least two sides. While there is no obligation to present every side in every piece, stories should be balanced and add context. Objectivity is not always possible, and may not always be desirable (in the face for example of brutality or inhumanity), but impartial reporting builds trust and confidence. Fairness and Impartiality • The media house must retain its impartiality in functioning as media house and reporting cannot be permitted to become subservient to other business interests which the owner of the media house may have when such private interest conflict with public duty of such vast magnitude segregation of the two is not only justified but essential.
Assignment Course: Seminar in Advertising Brand: Coca-Cola Priyanka Rajoria Que1. Examine An Ad For That Brand. Is The Ad Effective? Why or Why Not? (Include Picture and Hyperlink) Ans. Coca-Cola Ad