Media professional responsibility model & defects of media traditional perspective


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Professional Responsibility Model & Defects of Traditional Perspective

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Media professional responsibility model & defects of media traditional perspective

  1. 1. Professional Responsibility Model &Defects of Traditional PerspectiveZameer HassanM.PHIL Communication StudiesBZU Multan5/30/2013 1
  2. 2. Media Democracy• Media democracy is a set of ideas advocatingreforming the mass media.5/30/2013 2
  3. 3. A media democracy advocates• Replacing the current libertarian media modelwith one that operates democratically, ratherthan for profit.• Strengthening Public Service Broadcasting• Use of alternative media into the largerdiscourse. Alternative media channels :Newspapers, Radio, Television, Magazines,Movies, INTERNET etc5/30/2013 3
  4. 4. A media democracy advocates• Increasing the role of citizen journalism..• Turning a passive audience into activeparticipants.• Using the mass media to promote democraticideals.5/30/2013 4
  5. 5. Classical Liberalism & ModernLiberalismClassical Liberalism• Limited government involvement• Capitalist society• Individual property rights• Individualism5/30/2013 5
  6. 6. Modern Liberalism• Government involvement• Cradle to Grave welfare• Free Market(free market allows any one topublish an opinion who wishes to.)• Free trade (WTO)5/30/2013 6
  7. 7. Commission on Freedom of the Press• Hutchins commission and the RoyalCommission of the Press concluded thatmedia professionalism was the solution toshortcoming.• Journalist were urged to adopt the mental ofprofessions. From this media would be able tofulfill its informational role and serve thepublic interest.5/30/2013 7
  8. 8. THE HUTCHINS’COMMISSION REPORT“CODE OF SOCIAL RESPONSIBILITY”• A forum for the exchange of comment andcriticism• The projection of a representative picture ofthe constituent groups in the society• The presentation and clarification of the goalsand values of the society5/30/2013 8
  9. 9. Professional Responsibility Model• Professionalism means that journalists firstduty is to serve the public• Journalist should act as a counterweight toforces, both internal and external, thatthreaten the integrity of media.• Including the controllers of mediacombines, advertisers, publicities andgovernment.5/30/2013 9
  10. 10. Professional Responsibility Model• Media professionalism seems to be definingthe role of media in a way that will assistpeople to make up their minds for themselves.• Professionalism is thus seemingly a philosophyof empowerment rather than control.5/30/2013 10
  11. 11. Professional Responsibility Model• Professionalism reconcile market flaws withthe traditional conception of the democraticrole of media.• It asserts journalists commitment to highergoals- neutrality , detachment, a commitmentto truth.5/30/2013 11
  12. 12. Professional Responsibility Model• It involves the adoption of certain proceduresfor verifying facts, drawing on differentSources.• Market pressures to sensationalize andtrivialize the presentation of news could beoffset by commitment to inform5/30/2013 12
  13. 13. Professional Responsibility Model• Professionalism is not assured with in themedia organization which do not have as theircentral goal the realization of professionalnorms.• Professionalism is also vulnerable because it isnot clear on what basis it is justified.• Journalists have an ambiguous status.5/30/2013 13
  14. 14. Professional Responsibility Model• In sum ideology of professionalism does notprovide an adequate way of realizing thedemocratic role of media.• Professional commitments need structures tosupport them.• The code of professionalism is itselfambiguous.• This ambiguous make an unresolved debateabout the democratic role of media.5/30/2013 14
  15. 15. Defects ofTraditionalPerspective5/30/2013 15
  16. 16. 1st Defect• The role of media is define in term of briefing thevoter, affording a conduit of communicationbetween government and the citizen, andproviding the basis on which public opinion isformed.• It hark back to an almost pre-industrial conceptionof polity.5/30/2013 16
  17. 17. 1st Defect• In modern liberal democracies, individualsseek to advance their interests, look forprotection, and try to influence public opinionand government through collectiveorganization such as political parties ,tradeunions, business associations and structuresof civil society.5/30/2013 17
  18. 18. 1st Defect• These are the building blocks of thecontemporary democratic system.• Traditional liberal theory has nothing to sayabout how the media should relate to these,enhance their democratic performance.5/30/2013 18
  19. 19. 2nd Defect• It maintain an artificial and justified distinctionbetween Information and Representation.• It does this by detaching information from itspolitical and social context.• Rival political parties consequently vie witheach other at election time to getbroadcasters to make their issues thedominant themes of election coverage.5/30/2013 19
  20. 20. 2nd Defect• Traditionalists argue that the media shouldmediate conflict through the determination ofaccurate information and contrary opinion.• In reality a process of Manipulation in whichone class or social coalition is able tonaturalize and universalize its interestsbecause it dominates the channels of culturalproduction.5/30/2013 20
  21. 21. 3rd defect• It fails to distinguish between the legal right topublish, and economic opportunity to do soReasons• Limitations on market entry.• Restrict individual freedom of expression.• Freedom of group expression.5/30/2013 21
  22. 22. THANKS…….5/30/2013 22