This document discusses ethics in media management. It begins by defining ethics and outlining ways of studying ethics. It then discusses ethical decision making in media industries and challenges in making ethical decisions. It outlines several ethical norms used in decision making such as the golden mean, Judeo-Christian ethics, and utilitarianism. The document also discusses ethical codes, issues in media management, and implementing an ethics program.

1. Welcome

2. Ethics of Management
Presented to:
Habiba Rahman,
Assistant Professor & Chairperson,
Department of Television, Film and Photography
University of Dhaka.
Presented by: Asrafun Naher
Roll: RK-048-001
Course: Broadcast and Film Production
Management (TFS 404)
 Contents:
 Ethics
 Ethical Decision Making in the Media Industries
 Challenges in Making Ethical Decision
 Norms Used in Moral Decision Making
 Ethical issues in Media Management
 Ethical Codes and Mission Statements
 Implementing an ethics program
 Source:
 Book: Management of Electronic and Digital Media, 6th Edition
 Writer: Alan B. Albarren

3. Ethics
Origin:
 Derived from the word ethos;
 Began nearly 2,500 years ago in ancient Greek society.
Characteristics:
 Involves the character and conduct of individuals and institutions.
 Reflects a society’s norms about what is morally right and wrong.
Ways of studying ethics:
 Empirical methods: Describe the particular moral values of a group or society;
 Normative ethics: Concerned with understanding the most relevant to a society.

4. Ethical Decision Making in the Media Industries
Five ethical duties of mass media employees (Christians, Fackler,
Richardson, Kreshel, and Woods, 2009):
Duty to self;
Duty to the audience;
Duty to employer or organization;
Duty to professional colleagues;
Duty to society.

5. Challenges in Making Ethical Decision
Six factors that complicate the making of ethical decisions by managers (listed by
Hosmer):
 Extended consequences;
 Many alternatives;
 Mixed outcomes;
 Uncertain consequences;
 Personal implications;
 Means of making informed decisions.

6. Norms Used in Moral Decision Making
Ethical Norms:
A set of theories derived from the study of ethics and ethical principles;
Form the basis of many of individual and societal beliefs;
Provide a philosophical foundation’
Widely used ethical norms:
The golden mean, the Judeo-Christian ethic, the categorical imperative,
utilitarianism, egalitarianism, relativism, and social responsibility theory.

7.  The Golden Mean
 Source
 The Greek philosopher Aristotle.
 Characteristics
 Avoids excess and extremes;
 Seeks moderation;
 Adopts a middle position.
 Examples
 Balance and fairness in reporting
 Maintaining objectivity in covering and reporting the news.

8.  The Judeo-Christian Ethic
Source: Bible
Ideas
Respect and dignity for all people based on a universal love for God;
Considering impact of the decisions.
Violation of the norm:
Degrading or demoralizing content;
Overrepresenting certain segments of society.
Example
Providing greater diversity among the characters.

9.  The Categorical Imperative
Source
 The eighteenth-century German philosopher Immanuel Kant.
Ideas
 Act on those principles that can be applied universally;
 Based on principles underlying individual actions;
 Concerned more with the process of making an ethical decision than with the
outcome.
Example
 Determining the most morally defensible course of action to the most people.

10.  Utilitarianism
 Source
 John Stuart Mill
 Period
 The nineteenth century
 Ideas
 Considering actions which will result in the most happiness for the greatest number of people;
 More concerned with the consequences of an ethical decision than with the process of decision making;
 Known as “the greatest good” approach.
 Example
 Serving the needs of the majority of the public.

11.  Egalitarianism
Source
 John Rawls
Ideas
 Treating everyone equally and fairly when forming ethical judgments.
 Linked with the idea “veil of ignorance” through which an individual can eliminate
possible biases or discrimination.
Example
 Presenting all sides fairly and accurately in the presentation of news;
 Addressing diversity and demanding mutual respect in employment practices.

12. Source
 John Dewey and Bertrand Russell
John Dewey Bertrand Russell
Ideas
 The best for one is not necessarily the best for another;
 Examines ethical decisions in individual situations.
Example
 Deciding the type of music to be played in a radio station;
 Evaluating content along with the impact specially questionable content.
 Relativism/ Situational Ethics

13.  Social Responsibility Theory
Source
The Hutchins Commission
Ideas
Making decision with good intentions/ to serve society;
Engaging and expecting responsible behavior from all employees.
Example
Exhibiting responsible behavior through programming and other areas.

14. Deontological and Teleological Ethics
Deontological Ethics
Concerned with the process of making decisions based on established
principles;
Reflected in the works of Kant.
Teleological Ethics
Concerned with the actions or consequences of decisions.

15. Ethical Codes and Mission Statements
(Defining business values publicly)
Codes of Ethics
Produced by professional organizations;
Suggestions for a universal ethical standard applied to journalism by Strentz
(2002): Use restraint, know thyself, respect others, and be accountable for your
actions.
Mission Statements
Created by companies;
Define the mission and reflect the organization’s sense of values.

16. Ethical issues in Media Management
Four areas of ethical issues:
i. Serving the Market or the Marketplace;
ii. Controversies over Content;
iii. Ethics in News and Public Affairs;
iv. Ethics in Sales and Marketing.

17.  Serving the Market or the Marketplace
Tasks:
Defining and serving the public interest;
Maintaining a profitable business.
Conflict:
 Business interests vs audience.
Criticism:
Unconcerned with meeting the needs of the audience after deregulation.

18.  Controversies over Content
Sexual Content:
NYPD Blue in the 1990s; Daytime Soap Operas;
Cable Networks ; Spanish Language Telenovelas.
Indecency (Super Bowl halftime show, 2004).
Violence:
Television programming; Cable Channels;
Online Streaming Services; Video Games.

19.  Controversies over Content
Children’s Programming:
Lack of good children’s programming since the 1960s.
Social Media Content:
Tweet or Inflammatory Posting;
Unfactual Photographs or Video.

20.  Ethics in News and Public Affairs
Questions of Truth and Accuracy
Dramatic recreation, biassed, inaccurate/intentional postings.
Right to Privacy
Being certain on the newsworthiness;
Giving special treatment to some areas like sexual assault, details of suicides.
Citizen Journalists
Verifying authenticity and maintaining integrity in utilizing UGC.

21.  Ethics in News and Public Affairs
Conflicts of Interest
Avoidance must as impair the ability to report a story accurately,.
Confidentiality of Sources
Maintaining confidentiality versus demand of the external forces.
Pressures from Advertisers
Objection on the presentation of products or services negatively;
Threaten to pull future advertising.

22.  Ethics in Sales and Marketing
Responsibility to the Audience
Maintaining the truth in all commercial announcements.
Responsibility to One’s Conscience
Exhibiting good ethical behavior.
Responsibility to Customers
Considering information privileged like a client’s outlook on advertising, budget,
goals, objectives, and primary competitors.
Being a professional representative at all times.

23. Ethics in Sales and Marketing
Responsibility to Community
Being a representative of communities like a global community, a business
community, an industry community, and a local community.
Responsibility to a Company
Being loyal and using the firm’s assets wisely;

24. Implementing an ethics program
A four-step plan offered by Hitt (2009) for implementing an ethics
program:
State the mission
Clarifying the purpose of the organization for both employees and
external publics;
Clarify the values of the organization
Clarifying values should be clear, understandable and publicly
posted.

25. Implementing an ethics program
Create a code of ethics
Clarifying the company’s position on ethical principles.
Develop an ethics program
Completing the necessary basic information, orienting all new
employees, conducting ethics seminars. Discussing ethical
issues and evaluating ethics program regularly.