ETHICS IN MEDIA

MANAGEMENT
COM 474
INTRODUCTION

Every aspect of media work requires ethical

awareness and decision to put things in the right
perspective. In view of this challenge, media
managers are faced with a lot of ethical decisions to
make and ethical dilemmas to resolve in the course
of managing media resources, talents and markets
INTRODUCTION

What makes the difference among managers of

media business revolves around one who constantly
apply ethical norms or model of thinking in their
day-to-day management responsibilities. Such
managers, no doubt, are upholding the tenets and
raising the hallmark of the media profession.
ETHICS DEFINED

Ethics consists of rules or guidelines that govern

people’s behavior, action and decisions. In its
practical sense, ethics is grounded in providing
justification based on ethical models, theories, or
norms for individual or organizational positions and
decisions.
ETHICS DEFINED …

For this reason, ethics is not an accidental

exercise anchored on individual whims. Rather,
it is a carefully orchestrated behavior that
actively utilizes rational thinking and clear
reasoning drawn from ethical models or theories.
ETHICAL NORMS EXPLAINED

Categorical Imperative: it is an ethical principle associated with the German

philosopher Immanuel Kant. For Kant, people should act in accordance and
respect to moral laws, and show consistent measure of obedience to rules and
regulations.

Kant suggests that people as moral agents should behave in a way that they
will wish their actions to become a universal law.
ETHICAL NORMS EXPLAINED …

The kind of ought attached to the categorical imperative is such that moral
laws and rules should be obeyed regardless of the issuing authority, how the
people feel or the consequences of following or applying the rule.

In view of this, categorical imperative as an ethical norm values process

other than outcome. As Albarran (2010) stated, “in making moral decisions
[using the principles of categorical imperative], we must seek what would be
acceptable to all members of society” (p. 57).
GOLDEN MEAN (AS AN ETHICAL
NORM)

The golden mean is associated to Aristotle who is concerned with moderation

other than sticking with or adhering to the extreme point in making ethical
decisions.

For him, tilting to the extremes, irrespective of strong and enviable character or
virtue, an individual is bound to face difficult choices. To temper such
extremities, ethical dilemmas could be resolved by weighing options, and
finding the middle ground that is capable of yielding a win-win situation.
GOLDEN MEAN (AS AN ETHICAL
NORM) …

In media industry, when we think of

concepts like objectivity, fairness, balance
in news reporting, they all take form from
the principle of the golden mean in other to
be accommodative of other viewpoints.
JUDEO-CHRISTIAN ETHICS

This ethical reasoning draws heavily from

Christian values, teachings and texts. It leans on
such time tested scriptural messages such as
“Love your neighbor as yourself,” or “Do unto
others as you would have them do unto you.”
JUDEO-CHRISTIAN ETHICS …

Stressing this values to make ethical decision in the media

field entails media managers basing their decisions on
respect for humans, reflecting and representing that respect
in the manner in which they portray people such as women
in advertising, children, and the elderly. It is an ethical
model that when applied in the media setting frowns on
media stereotyping or bias.
DEONTOLOGICAL ETHICAL THEORY

This is a bigger theoretical umbrella of duty or rule based ethical theories.

Deontological theory of ethics stresses that the process of an action is the
determinant of ethical behavior.

In other words, the means clearly justifies the end. This justification
comes with observing what is considered right as stipulated by a given
rule, code or moral law. In this case, outcome or consequence of the
action does not matter.
DEONTOLOGICAL ETHICAL THEORY …

Journalists who are strict observers of moral or media laws and codes of
ethics are referred to deontological or non-consequentialist journalists.

Deontological journalists will not support the idea of using secret cameras
or any form of deception to obtain news or information. It therefore
behooves the media managers to know how and when to apply the
deontological principles in decision making.
TELEOLOGICAL ETHICAL THEORY

Teleology is concerned with outcome and consequence as the measure of ethical

behavior. It works on the belief of bringing greater amount of happiness or
pleasure to a majority of the people. The process is not important. What matters
is the consequence of one action.

Teleological theory relies on the principle of minimizing harm to those who are
not benefiting in a given decision. What this means is that while benefiting
many is the summit of whether ethical sound decision has been made, the
minority not benefitting should not suffer severe harm in the process.
TELEOLOGICAL ETHICAL THEORY …

Utilitarianism and egoism, for instance, are strands of teleological ethical

theories because they emphasis outcome and consequence but in a
different way.

Investigative reporters usually subscribe to the tenets of teleological

theory to justify their actions, motive and means. Media managers should
therefore know when teleological theory offers the most practical solution
to ethical problem.
ASSIGNMENT TWO

Second assignment will be

based on ethics of media
management.