JAMM 1001 Media Ethics, Part 1 Classical ethical theory: Guidelines for decision making

JAMM 1002 Schedule Update This week: Media ethics (Chapter 14) This week: Media ethics (Chapter 14) Next week: Media law (Chapter 13) Next week: Media law (Chapter 13) –Dec. 9: Study guide available for Exam 4 Finals week Finals week –Tuesday, Dec. 14: Review session (time TBD) –Thursday, Dec. 16: Exam 4 (10 a.m.)

JAMM 1003 Extra-credit opportunity #1 Living History: Examining the Pacific Northwest through the Lives and Work of Two 20th Century Women Tuesday, Nov. 30, 7:30 p.m. Tuesday, Nov. 30, 7:30 p.m. Commons Whitewater room Commons Whitewater room Prof. Katrine Barber Prof. Katrine Barber –Portland State University Paper due: Friday, Dec. 3 Paper due: Friday, Dec. 3

JAMM 1004 Extra-credit opportunity #2 Social Justice Forum: What is Islam? What is Islamophobia? Where do we go from here? Thursday, Dec. 2, 7:30 p.m. Thursday, Dec. 2, 7:30 p.m. City Council chambers, Moscow City Hall City Council chambers, Moscow City Hall –3 rd & Washington Sponsored by Human Rights Commission Sponsored by Human Rights Commission Paper due Monday, Dec. 6, in class Paper due Monday, Dec. 6, in class Refreshments provided Refreshments provided

JAMM 1005 Clicker Quiz #1 The data-linking feature that allows Internet users to go directly from a highlighted word to a related file on another Web page is called: a) Convergence b) Divergence c) Spamming d) URL e) Hypertext

JAMM 1006 Clicker Quiz #1 The data-linking feature that allows Internet users to go directly from a highlighted word to a related file on another Web page is called: e) Hypertext (http)

Morals vs. Ethics Morals = An individual’s code of behavior based on religious or philosophical principles. Morals = An individual’s code of behavior based on religious or philosophical principles. –Morals define right and wrong in ways that may or may not be rational. Ethics = A rational way of deciding what is good for individuals or society. Ethics = A rational way of deciding what is good for individuals or society. –A way to chose between competing moral principles or when there is not a clear right or wrong answer.

JAMM 1008 What are ethics? Framework for behavior Framework for behavior Guidelines for decision-making Guidelines for decision-making Expected levels of performance as a media professional Expected levels of performance as a media professional Often higher standards than law Often higher standards than law –Legal conduct is not always ethical

JAMM 1009 Ethical theories 1. The Golden Mean 2. Judeo-Christian Ethic 3. Categorical Imperative 4. Principle of Utility 5. Veil of Ignorance

JAMM The Golden Mean Aristotle Aristotle –Greek philosopher –384 B.C.-322 B.C. Moderation in health, behavior Moderation in health, behavior Seek balance between extremes Seek balance between extremes

1. The Golden Mean What does it mean for journalists? Moral virtue is appropriate location between two extremes. What does it mean for journalists? Moral virtue is appropriate location between two extremes. David Martinson says: Journalists take overly simplistic view of Golden Mean, assume it values compromise rather than finding virtue. David Martinson says: Journalists take overly simplistic view of Golden Mean, assume it values compromise rather than finding virtue.

JAMM The Golden Mean “A virtuous journalist is one who communicates truthfully in a manner which will enable the reader or listener to better understand the reality of the community, nation and world. … The journalist will show respect for human dignity and individual circumstances.” “A virtuous journalist is one who communicates truthfully in a manner which will enable the reader or listener to better understand the reality of the community, nation and world. … The journalist will show respect for human dignity and individual circumstances.” –David Martinson, media ethicist

JAMM Judeo-Christian Ethic The Golden Rule The Golden Rule “Do unto others as you would have them do unto you” “Do unto others as you would have them do unto you” Treat others with respect, dignity Treat others with respect, dignity

JAMM Categorical Imperative Immanuel Kant Immanuel Kant –German philosopher – Categorical imperative = Seek principles that can be applied to all Categorical imperative = Seek principles that can be applied to all Also called “absolute ethics” (no exceptions) Also called “absolute ethics” (no exceptions)

JAMM Principle of Utility John Stuart Mill John Stuart Mill –English philosopher – Utilitarianism = Greatest good for greatest number Utilitarianism = Greatest good for greatest number Example: Bernays, Torches of Freedom Example: Bernays, Torches of Freedom

JAMM Veil of Ignorance John Rawls John Rawls –U.S. philosopher – Seek justice by overlooking social distinctions Seek justice by overlooking social distinctions Fairness results when no one knows others’ social-economic status Fairness results when no one knows others’ social-economic status

JAMM 100 Ethics in public relations Hill & Knowlton Hill & Knowlton –Washington, D.C., PR consultant 1991: Citizens for a Free Kuwait 1991: Citizens for a Free Kuwait –Sponsored by Kuwaiti royal family pp pp VIDEO: Counterfeit Coverage VIDEO: Counterfeit Coverage

JAMM 100 Ethics in public relations Hill & Knowlton’s goal: build support for U.S. military action against Iraq Hill & Knowlton’s goal: build support for U.S. military action against Iraq Tactics: Tactics: –Research –Rallies –Video news releases

Ethics in public relations Are attempts to manipulate public opinion through PR ethical? Are attempts to manipulate public opinion through PR ethical? Should Hill & Knowlton have investigated woman’s claims before arranging her testimony? Should Hill & Knowlton have investigated woman’s claims before arranging her testimony? Who should the PR agency have first loyalty to: the client or the public? Who should the PR agency have first loyalty to: the client or the public?

JAMM Clicker Quiz #2 Which of the following ethical theorists is associated with the principle of utilitarianism, also known as “the greatest good for the greatest number”? a) Aristotle b) John Stuart Mill c) John Locke d) John Calvin e) Robert Maynard Hutchins