By Tom Bivins
Constructed for undergraduate classes in ethics, this textbook introduces scholars to the instruments precious for making ethical and moral judgements as either shoppers and creators of mass media. the focal point is at the parts of journalism, ads, and public family
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Additional resources for Mixed Media: Moral Distinctions in Journalism, Advertising, and Public Relations
140. 5 Grunig and Hunt, Managing Public Relations, p. 5 TLFeBOOK 31 MORAL CLAIMANTS FIG. 1. Linkages for journalists. who furnish raw materials, labor unions, employees, and any other source of needed input for the organization (sources for news stories, for instance). Receivers use the organization’s output—usually in the form of products or services, but for our purposes, also its public relations messages, its advertisements, or its news and information output. Receivers typically include consumers and target audiences.
A business that thrives will employ more workers, provide more products and services, and strengthen the overall economy in the process. 12 It is not difficult to understand why the modern press grew from this libertarian model. After all, the job of journalism is journalism. The modern journalist gathers the news and reports it with as much objectivity as can be mustered. In fact, objectivity is the mainstay of a libertarian press. If reporting is truly free from bias, then no one can justifiably intervene in its process.
The mistake of one network television news anchor reflects not only on her, but on her network and on broadcast journalism as a whole. In effect, we are linked to our stakeholders (constituents, publics, markets, audiences, whatever) by the effects our actions have on them and by the effects they have on us. These linkages are nonmoral; that is, they have no moral implications under most circumstances. However, we can derive moral implications from these linkages depending on the situation and on how we are obligated to each of them.