E-Book Content
Thomas Bivins
Mixed Media Moral Distinctions in Advertising, Public Relations, and Journalism
MIXED MEDIA Moral Distinctions in Advertising, Public Relations, and Journalism
MIXED MEDIA Moral Distinctions in Advertising, Public Relations, and Journalism
Thomas H. Bivins University of Oregon
2004
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS Mahwah, New Jersey London
Copyright Ó 2004 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without the prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, NJ 07430
Cover design by Kathryn Houghtaling Lacey
Library of Congress Cataloging-in-Publication Data Mixed Media: Moral Distinctions in Advertising, Public Relations, and Journalism, by Thomas H. Bivins. ISBN 0-8058-4257-8 (pbk: alk. paper). Includes bibliographical references and index. Copyright information for this volume can be obtained by contacting the Library of Congress. Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1
Contents
INTRODUCTION
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WHAT MAKES AN ETHICAL ISSUE?
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Ethics or Morals? 1 Ethics and the Act of Communication 2 The Media and Morality 3 Are the Media Prone to Ethical Dilemmas? 3 The Media Are Not Us 4 Media Culture and the Clash of Priorities 5 The Effects of Organizational Structure on Moral Decision Making 7 Moral Excuses 9 Can Personal Ethics Become Professional Ethics? 10 Media Similarities: The Common Threads 11 Media Differences: A Coat of Many Colors 13 Media Goals 13 Media Loyalties 16 Forming Ethical Standards for the Mass Media 17 Values, Ideals, and Principles 18 Professional Codes and the Law 20 Can the Media Be Ethical? 22 Exercises 23 Case Study: Newsweek and the Death of a Story 23 Case Study Questions 25 Case Study: Patriotism in the Newsroom 26 Case Study Questions 27
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CONTENTS
MORAL CLAIMANTS, OBLIGATION, AND SOCIAL RESPONSIBILITY
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The Linkage Concept 29 The Importance of Consequences 32 The Nature of Obligation 33 Synthesizing the Approaches 37 The Libertarian Approach 40 The Social Responsibility Approach 41 Exercises 44 Hypothetical: Education for Sale 45 Questions for Hypothetical 46 Case Study: Profits Versus Professional Obligation 46 Case Study Questions 48
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THE MEDIA AND PROFESSIONALISM
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Central Features 50 Secondary Features 50 Are the Media Professions? 51 Service to Society 53 The Public Journalism Debate 54 Pro Bono Work 55 The Professional–Client Relationship 57 Journalism and the Paternalistic Model 58 Advocacy and Agency 60 The Fiduciary Model 61 Trust and the Professional–Client Relationship 62 Can the Fiduciary Model Work? 66 Codes 66 Profession Versus Professionalism: If It Walks Like a Duck . . . 70 Exercises 71 Hypothetical: The Terrorist Manifesto 71 Questions on Hypothetical 72 Case Study: Defining a Journalist 72 Case Study Questions 73
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ETHICAL THEORY Why Can’t We All Be Right? The Dilemma of Relativism 75 Subjectivism 75 The Test of Reason 76 Why We Reason the Way We Do 77 Social Contract Theory 78 Plato 79
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CONTENTS
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Aristotle 81 Thomas Hobbes 82 John Locke 83 Jean-Jacques Rousseau 84 The Argument Over Means and Ends 86 Nonconsequential Ethical Theories 86 Immanuel Kant 87 Nonconsequential Theory in Modern Practice 90 Consequential Ethical Theories 91 Egoism 92 Utilitarianism 93 Modern Utilitarianism 95 Virtue Ethics 98 History of Virtue Ethics 98 Virtue Et