Media Ethics at Work

Lee Anne Peck, Ph.D., is associate professor of journalism and mass communications in the School of Communication at the University of Northern Colorado, Greeley. Lee Anne Peck has taught English, journalism, and communications courses since 1988. Before teaching at UNC, she was assistant professor of international communications at Franklin College Switzerland, Lugano. Over the years, she has advised three student newspapers. Peck’s professional experience began in 1976 as a correspondent for the Moline (Ill.) Daily Dispatch. She then edited and then managed the Northern Colorado Choice Magazine of the Front Range. In the mid-1980s, she edited and wrote for publications in Indiana and Delaware; she has worked for the Fort Collins Coloradoan as an editor, a columnist and writing coach and for the Rocky Mountain News as a copy editor. Peck has also worked at the Tampa Tribune’s online product, Tampa Bay Online, and for Microsoft’s online publication, Denver Sidewalk. Guy Reel, Ph.D., is associate professor of mass communication at Winthrop University in Rock Hill, S.C. A former newspaper reporter and editor for The Commercial Appeal of Memphis, Tenn., Reel teaches journalism and mass communication and has written extensively about issues in journalism and communication history. He is author of The National Police Gazette and the Making of the Modern American Man, 1879-1906 (2006), a study of portrayed masculinities in 19th Century tabloids. He received his Ph.D. from Ohio University, his master’s from the University of Memphis and his undergraduate degree from the University of Tennessee.

• ABOUT THE EDITORSABOUT THE CONTRIBUTORSPREFACEINTRODUCTIONSECTION I- FOUNDATIONS1. TOOLS FOR ETHICAL DECISION MAKING - Lee Anne PeckTerms to KnowCodes for the Media ProfessionsPhilosophical TheoriesSocratesPlatoAristotle’s Virtue EthicsKant’s Duty-Based EthicsUtilitarianism and J. S. Mill’s Principle of UtilityRoss’ Prima Facie and Actual DutiesJohn Rawls’ Veil of IgnoranceSissela Bok’s Test of PublicityAn Ethics of CareEthical Decision Making and ReligionConcluding ThoughtsBibliography2. THE MORALLY DEVELOPED MEDIA PROFESSIONAL - Deni ElliottMoral Development in TheoryWho’s Who in Moral Development TheoryThe Early Stage of Moral DevelopmentThe Conventional Stage of Moral DevelopmentThe Later Stage of Moral DevelopmentMoral Development in PracticeOne Young Reporter’s Wake-Up CallThe Moral Development PerspectiveBecoming a Media ProfessionalResolving Sara’s DilemmaExercise Your Own Moral DevelopmentBibliographySECTION II- HONESTY3. CONFRONTING OTHERS’ VIOLATIONS: THE CASE OF THE MANIPULATED PHOTO - Donica MensingMoral Development in TheoryTOOL FOR THOUGHT: The Potter BoxThe Challenge: Speak Up or Stay Silent?The Response: Seeking CounselTOOL FOR ACTION: NPPA Ethics CodeThe Aftermath: Professional Standards DefendedThinking It ThroughWhat If?Go Online for More4. POLITICAL ESPIONAGE OR POLITICS AS USUAL? THE CASE OF POLITICAL CAMPAIGN TACTICS - Lucinda AustinThe Situation: A High-Profile Political CampaignThe Challenge: Misrepresentation and DiversionThe Response: Sticking to “My Moral Compass”TOOL FOR THOUGHT: PRSA’s Code of EthicsThe Aftermath: Politically AwareThinking It ThroughWhat If?Go Online for More5. FOCUS GROUP DILEMMA: THE CASE OF THE COMPROMISED TAGLINE - Nancy FurlowThe Situation: Rebranding a NonprofitThe Challenge: The Boss Is Manipulating the CampaignThe Response: Silence Becomes DreadTOOL FOR THOUGHT: Two Codes of Marketing Research StandardsThe Aftermath: Learning How to Speak UpThinking It ThroughWhat If?Go Online for More6. OMG! THIS BAND IS SOOO GR8! THE CASE OF THE PHONY TEENAGER - Richard D. WatersThe Situation: “You Want Me to Do What?”The Challenge: Serving the Client While Staying HonestThe Response: Refusing to LieTOOL FOR THOUGHT: The Potter Box and the Navran ModelThe Aftermath: Honor Upheld, Business LostThinking It ThroughWhat If?Go Online for More7. IDENTIFYING SUSPECTS: THE CASE OF THE WACO SHOOTING - Ray NiekampThe Situation: Motorcycle Gangs, Police with Guns and a ShootoutThe Challenge: To Report the Names—or Not?The Response: Use the NamesThe Aftermath: When Competitive Pressures Drive Newsroom DecisionsTOOL FOR THOUGHT: Minimize HarmThinking It ThroughNow Try This8. SOLO JUDGMENT CALLS: THE CASE OF THE ONE-PERSON “TV CREW” - George L. DanielsThe Situation: A Tornado and Its AftermathThe Challenge: To Re-create or Not to Re-createTOOL FOR ACTION: Using File Footage and VNRsThe Response: Reality, with a TweakThe Aftermath: More Stories, More LessonsThinking It ThroughTOOL FOR THOUGHT: Guidelines for Ethical Video and Audio EditingWhat If?Go Online for More9. SEEKING ANSWERS FOR STUDENTS: THE CASE OF THE UNDERCOVER REPORTER - Joe MirandoThe Situation: Inconsistent Rules on Transfer CreditThe Challenge: Gathering Information from Difficult SourcesTOOL FOR ACTION: Rules of Engagement for DeceptionThe Response: Pretending to Be Someone ElseTOOL FOR THOUGHT: Mill and Avoiding RationalizationThe Aftermath: Publication and Policy ChangesThinking It ThroughWhat If?Go Online for More10. PRIOR RESTRAINT: THE CASE OF “SEE BELOW THE FOLD” - John H. Kennedy, Vinny VellaThe Situation: Classroom Encounters of an Unusual KindThe Challenge: Journalists or Not Journalists?The Response: What Should They Do Now?TOOL FOR ACTION: Seeking Truth and (Some) IndependenceThe Aftermath: “Part of Something Greater”Thinking It ThroughWhat If?Go Online for More11. FACE TO FACE WITH THE FACTS: THE CASE OF THE DISAGREEING SOURCES - Cailin BrownThe Situation: Drowning in FactsThe Challenge: Include Everything or Just Some Things?TOOL FOR ACTION: SPJ’s Mandate to Minimize Harm and Sissela Bok’s TestThe Response: What Should I Do?The Aftermath: Readers RespondTOOL FOR THOUGHT: The Veil of IgnoranceThinking It ThroughWhat If?Go Online for MoreSECTION III- SENSITIVITY12. SENSITIVITY AND SOCIAL MEDIA: THE CASE OF THE STUDENT DEATH - Frances Parrish, Guy S. ReelThe Situation: Crowdsourcing a DeathThe Challenge: How to Report a Cause of DeathTOOL FOR ACTION: Using Facebook and Other Social Networking SitesThe Response: Getting the StoriesTOOL FOR THOUGHT: Carol Gilligan’s Ethics of CareThe Aftermath: Taking Professional ActionTOOL FOR ACTION: Using Social MediaThinking It ThroughGo Online for MoreWhat If13. THE CASE OF ETHICS IN IMMERSION JOURNALISM: THE WHITE NOISE - David R. Davies, Cassie RodenbergThe Situation: “Why Are You Writing About This?”The Challenge: Balancing Ethics and Protecting SourcesThe Response: Giving Voice to Those Seldom HeardTOOL FOR THOUGHT: Carol Gilligan’s Ethics of CareThe Aftermath: “Just Talk to People”Thinking it ThroughWhat If?Go Online for More14. WHEN PRIVACY OUTWEIGHS THE PUBLIC’S RIGHT TO KNOW: THE CASE OF THE RAPE VICTIM - Nathaniel Frederick II, Aimee Pavia MeaderThe Situation: “This Isn’t the Average Murder”The Challenge: “Concealing Isn’t Enough”The Response: Leaving Out DetailsTOOL FOR THOUGHT: W. D. RossThe Aftermath: Handling Future CoverageThinking It ThroughGo Online for More15. FREE SPEECH, OFFICIAL PRESSURE: THE CASE OF THE VISITING FOREIGN STUDENT - Daniel ReimoldThe Situation: “American Culture, with a Minnesotan Twist”The Challenge: “Bold Statements, Straightforward Views”The Response: Story’s Up, But Government Wants It DownTOOL FOR THOUGHT: SPJ Code of EthicsThe Aftermath: “No Longer Written in Stone”Thinking It ThroughWhat If?Go Online for More16. SINS OF OMISSION: THE CASE OF THE NOT-SO-FREE PET PARTY - Giselle A. AugerThe Situation: Come to Our First Barking Barbecue!The Challenge: Follow Orders or Serve the Truth?The Response: Reality Meets PromotionTOOL FOR THOUGHT: Provisions of Conduct in the PRSA Ethics CodeThe Aftermath: Communication Is a Management FunctionThinking It ThroughWhat If?Go Online for More17. PLEASE DON’T USE THE VIDEO: THE CASE OF THE FATAL ACCIDENT - Ray NiekampThe Situation: A Soldier, a Girl, Alcohol and a Red LightThe Challenge: “Can You Please Not Use the Video?”TOOL FOR THOUGHT: Telling Truth Versus Doing HarmThe Response: Run the Whole ThingThe Aftermath: No Second ThoughtsThinking It ThroughWhat If?Go Online for More18. SOURCE REMORSE: THE CASE OF THE REQUESTS TO “UNPUBLISH” - Michael O’DonnellThe Situation: “I’m Afraid My Employer Will Google My Name and See My Story”The Challenge: Small Paper, Big AudienceThe Response: Trying to Dodge the Search EnginesTOOL FOR THOUGHT: Clifford G. Christians on Privacy and MoralityThe Aftermath: More Requests, New StandardsTOOL FOR ACTION: Questions to Guide “Unpublishing” DecisionsThinking It ThroughWhat If?Go Online for MoreSECTION IV- BALANCE19. FRIEND OF THE VICTIM: THE CASE OF THE MURDERED STUDENT - Lois A. Boynton, Adam RhewThe Situation: Student Body President Found MurderedThe Challenge: Handling Emotion, Getting It RightThe Response: “I Stood My Ground”TOOL FOR THOUGHT: The Philosophies of William Ross and Sissela BokThe Aftermath: Reflecting on Dual RolesThinking It ThroughWhat If?Go Online for More20. WHEN ETHICAL COMPASSES COLLIDE: THE CASE OF FOLLOWING ONE’S CONSCIENCE - Kathy K. PrevisThe Situation: Facilitating Communication with the PublicThe Challenge: Maintaining NeutralityTOOL FOR THOUGHT: The PRSA Member Statement of Professional ValuesThe Response: Consulting Codes of EthicsTOOL FOR ACTION: Considering Your OptionsThe Aftermath: Compromises May Be MadeThinking It ThroughWhat If?Go Online for More21. YOU SENT ME WHAT?! THE CASE OF SEXUAL HARASSMENT AT AN INTERNSHIP - Kelly Scott RaisleyThe Situation: Questionable Requests from a SupervisorThe Challenge: What to Do?TOOL FOR THOUGHT: The Doctrine of the Mean and the Categorical ImperativeThe Response: Leaving the InternshipTOOL FOR ACTION: Dealing with Sexual Harassment or Sexism at WorkThe Aftermath: Looking Forward to Their CareersThinking It ThroughWhat If?Go Online for More22. ADVERTISER PRESSURE: THE CASE OF THE SCHOOL LUNCHES - Ray NiekampThe Situation: A Complaint About School LunchesThe Challenge: Advertiser PressureThe Response: “I Was Shocked and Confused”TOOL FOR THOUGHT: Act IndependentlyThe Aftermath: Self-CensorshipThinking It ThroughTOOL FOR ACTION: RTDNA Guidelines for Balancing Business Pressure and Journalistic ValuesNow Try ThisGo Online for More23. JOURNALISTS’ JUDGMENTS VERSUS AUDIENCE CLICKS: THE CASE OF WEB ANALYTICS’ INFLUENCE - Gary RitzenthalerThe Situation: When Is a Big Story Not a Top Story?The Challenge: Who Decides What’s News?The Response: “A Missed Opportunity”TOOL FOR THOUGHT: W. D. ROSS and Choosing Between Competing DutiesThe Aftermath: More Analytics, More Options and QuestionsThinking It ThroughWhat If?Go Online for More24. ARE PUBLIC OFFICIALS ALWAYS ON THE RECORD? THE CASE OF THE COUNCILOR’S BLOG - Jan LeachThe Situation: A City Councilor Speaks OutTOOL FOR ACTION: Tips for Using Blog Posts in News CoverageThe Challenge: Are Blog Posts Newsworthy Quotes?The Response: Run It and WonderTOOL FOR THOUGHT: Day’s SAD Decision-Making ModelThe Aftermath: Blogs Go MainstreamThinking It ThroughWhat If?Go Online for More25. ON THE RECORD OR OFF? THE CASE OF THE CRANKY PROFESSOR - K. Tim WulfemeyerThe Situation: Late Professor, Angry StudentsThe Challenge: “I Retract All My Comments”TOOL FOR THOUGHT: Combining Codes and TheoryThe Response: Weigh the Options and ChooseThe Aftermath: Institutional and Individual ImpactThinking It ThroughWhat If?Go Online for More26. GIVING VOICE TO THE VOICELESS: THE CASE OF TELLING THE STORY OF THE OTHER - Beth E. ConcepciónThe Situation: A New Project Causes Unexpected ConcernsThe Challenge: “Who Am I to Tell This Story?”TOOL FOR THOUGHT: Rawls’ Social Contract View of JusticeThe Response: Seeking CounselTOOL FOR ACTION: Following the SPJ Code of EthicsThe Aftermath: “Everything Is Storytelling”Thinking It ThroughWhat If?Go Online for More27. ALONG CAME A BETTER OFFER: TWO CASES OF JOB-HUNTING ETHICS - Scott R. HamulaThe Situation: “I Got the Job, but . . .”The Challenge: Dealing with Second ThoughtsTOOL FOR THOUGHT: The Millennial GenerationThe Response: Making a Quick SwitchTOOL FOR ACTION: The Benjamin Franklin Balance SheetThe Aftermath: Two Approaches, Two ResultsThinking It ThroughWhat If?Go Online for MoreAPPENDIX- LINKS TO ETHICS CODESINDEX