Media corporations present stories that do not always meet the publics 'ethical standard'. Just like advertisers are known to reach for a 'racy' or 'contriversial' ad campaign for a product. The goal of each business is the same- to generate awareness or 'hype'. The ultimate goal- access to views and consumers.
What is the golden rule? Well there isn't one. There are guidelines however. These were explored in the lecture. We can use these guidelines to decifer if a story/ad is good or bad, ethical or unethical, right or wrong and the difference between bad, wrong and 'tacky'. Ethical theories that guide the media and advertising include; deontology; consequentialism (theology); and virtue. Deontology, the theory that applies to professional journalism, includes rules, principals and duties. Essentially journalists and broadcasters will 'do the right thing' by following these rules or guidelines. All media ethical codes are deontology. Australia uses codes such as MEAA CODE; PRIA CODE; AFA CODE; and the AANA CODE. MEAA principals relate to honest, fair activities, independence and respect.
'Viewers' knowledge and motivations determine how and to what degree they use their knowledge and the information from the news' (Mitu, B.M. 2010. MEDIA CREDIBILITY AND ETHICS IN TELEVISION NEWS. Contemporary Readings in Law and Social Justice
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This statement proves that although Journalism and media must publish and broadcast under rules, viewers and consumers previous knowledge also plays a critical role in the receiving of news.
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