CRITICAL ANALYSIS OF

ETHICAL ISSUES IN MASS

MEDIA
Business Ethics (MBA)
Pratik Shrestha (21240206)

19/03/2017
Abstract
The report is targeted to address key ethical issues in the Mass Media industry. It
will critically analyze their distinctive practices, highlighting fundamental ethical
issues and their obligated shareholders. And contrast it all together with the
normative theories applied in Mass Media Ethics with real-time application.
TABLE OF CONTENTS
ABSTRACT 1

MASS MEDIA ETHICS 3

INTRODUCTION OF MASS MEDIA (INDUSTRY DEFINITION AND ETHICAL LITERATURE) 3

STAKEHOLDERS ANALYSIS 4

AUDIENCE 4
NEWSMAKERS 4
MEDIA SCHOLARS/EDUCATORS 4
MEDIA OWNERS 4
MEDIA USERS 5
GOVERNMENT AND NON-GOVERNMENTAL ORGANIZATIONS 5

APPLIED NORMATIVE THEORIES TO MASS MEDIA ETHICS 6

UTILITARIANISM: WAS THE ACTION TAKEN IN MOTIVE OF WELFARE, USEFULNESS AND INCREASE
HAPPINESS? 6
ETHICAL EGOISM AND VIRTUE ETHICS (ARISTOTLES GOLDEN MEAN AND KANTIANISM) 7
1. LIBERTARIAN THEORY 7
2. AUTHORITARIAN THEORY 8
3. SOCIAL RESPONSIBILITY THEORY 8
4. USES AND GRATIFICATION THEORY 8
5. MARKETPLACE OF IDEAS MODEL 8

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MASS MEDIA ETHICS
Introduction of Mass Media (Industry definition and ethical
literature)
Mass Media and Ethical Responsibility have a complex association between
them. Simply mass media can be defined as Channels of Communication
intended to reach the masses i.e. Public Via various visual, verbal and coded
means and platforms. Some means are; 1) Television/Motion Picture 2) Radio
3) Newspaper/Books 4) Social Media 5) Internet 6) Gaming (Gorham, 2012).
In the UK alone media companies generate a collective 87bn annually
(Deliotte, 2016).

A recent study has shown that Broadband and Mobile Internet Penetration is
estimated to reach 95% in 2020. (Pwc, 2016). Philosopher Hans Jonas (1996,
1974, 1984) has summarized and laid a basic framework theory for means
of mass communication and its ties to Human values, Consciousness and
action, and the role of technology (WilkinsChristians, 2009). The industry has
devised system that dictates the content, where the main issue of mass
media responsibility revolves around. Various internal decisions revolve
around protecting the public interest in mind. For example, should the daily
news broadcaster such as CNN or BBC show a graphic image of someone
been hit by a car? The industry follows a code of conduct that influences
such decisions; 1) Seek Truth and Report It
2) Act
Independently
3)Minimize Harm
4)Be Accountable (Society of Professional Journalists, 1996)

In their book The Handbook of Mass Media authors, Lee Wilkins, Clifford G.
Christians talk about 3 fundamental ethical issues faced by the Mass Media
Industry. They are listed as follows;

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1) Issues of the rights of the Individual against the good of the
public or society at large.

2) Issues of the good of the public being against the economic

interests of the media owners.

3) Issues relating to the power of the media in shaping and

influencing public discourse.

(WilkinsChristians, 2009)

STAKEHOLDERS ANALYSIS
The fact that Mass media play such an important role have burdened them
the mark The Fourth Estate and a major social responsibility towards its
stake holders. Journalistic and editorial standards must be kept such as
independence, objectivity, diversity, pluralism, and truthfulness. However,
media organizations are also businesses where economic goals of profit and
efficiency must be achieved (Ingenhoff & Koelling, 2012)

Audience
The Media Organization purely survives upon their Audiences reputation
upon them. They are the primary affected stakeholders as their level of
bargaining is hold to the least. During appealing to the majority, various
media organizations disregard the rights of the induvial and the minorities of
their audience (WilkinsChristians, 2009).

Newsmakers
In mass media Newsmakers are the suppliers of raw materials for the
Medial companies to process and then broad cast to the masses (Omojola,
2010). Journalists rely on newsworthy sources for information and opinion
(Roth, 2002, p.355) suggesting that their news is worthy to be relied upon.
Many Mass media companies take advantage of their newsmakers and use it
to shape and influence public discourse.

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Media Scholars/Educators
They are recognized as the educators of mass media, they train and teach
people to become journalists and media executors. They are responsible for
research and social construction of the contents, principle and policy in
media and performing them.

Media Owners
Media Owners are the manufacturers of mass media, processing the content
and sources form the public at a certain segment and broadcast it using
various means (Prints, Television, Social Media etc.). They literally possess
the power of voice to communicate the Newsmakers content. However,
many recent Incidents such as CNN and FOX News trying to assist in
educating the public on and increasing awareness of political issues (Nandi,
2011). Portraying certain content to influence peoples decision in USAs
recent presidential campaigns are key ethical issues faced by the media
owners.

Media Users
Media users are the various bodies that utilize the media and their platform
to their operational advantage. One crucial example is Advertising. Media
organizations depend upon various sources of income, chief of which is
Advertising and Marketing. Many Advertising agencies and Media Owners
have influenced buying habits of majority of people and disregards the
interest of few for their economic interests (Kumar, 2003, p. 2179).

Government and Non-Governmental Organizations

They are the various bodies governing the policies of mass communication
in media. Many journalists and media corporations see these bodies as oasis
who have in active in preserving the cause of Journalism and communication
(Omojola, 2010). A very good example is National Association of
broadcasters and Free Press whose members include giants such as The
Guardian, CNN, Fox and Channel News.

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APPLIED NORMATIVE THEORIES TO
MASS MEDIA ETHICS
The Ethical code of conduct for mass media prevails decision of ethical
behavior in the industry. The effectiveness of the code of conduct
implemented by the organizations determine suppression of complex ethical
issues. They involve the internal decisions, being objective, presenting facts
rather than opinion, and things of that nature (Elliott, 2011). How effective
the code of conduct implemented by media organizations will be directly
depends on the belief of the journalist regarding just how important ethics in
journalism is for our society (Middleton, 2011).

Utilitarianism: Was the action taken in motive of welfare,

usefulness and increase happiness?
The most influencing guideline on mass media ethics has been the ethical
theory of utilitarianism. The consequentialist theory states that the
measurement of right and wrong is influenced by the greatest good to the

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greatest number of people. Its principles are in line with the code of conduct
involved in Mass media responsibilities as well as business practices
(Christians, 2007). However, as mentioned in Wilkins (2009) book a major
consequence of utilitarianisms widespread is the lacking critical thought
when making decisions for complex ethical issues, such as rights of
individuals against most the population (Christians, 2007). Quinn (2007)
argues that the weakness found in utilitarianism have mass media
businesses seek ethical value by following a line of conduct dictated by the
industry to what was considered ethical (Curtin, 2015).

A very good example in recent Ethical Issues faced by organizations is the

case of Facebook Inc. who took a study on users' emotions, sparking a soul-
search among mass media in 2014 and being called for better ethical
guidelines in the online world (Dwoskin, 2017). It generated various critical
ethical issues for the company regarding consent of the users and their
privacy, Possibility that the users have been harmed by the experiment in an
emotional and psychological state and Security of Users Data and
Information.

Ethical Egoism and Virtue Ethics (Aristotles Golden Mean and

Kantianism)
Egoism is another perspective of a consequentialist theory that states that
an act is considered ethical if it aids in acquiring a desired objective,
anything preventing to reach that goal is unethical in nature (Mosser, 2013).
There is an immediate critique with the fact that it states, we should be
concerning about other people only if it benefits our self. The problem is that
any act can be defended by merely stating that it was in your best intends
to do so.

However, the virtuous character is considerably highly accepted in the

profession. This perspective of character focused and morality based
concept is what is offered from Aristotles Golden mean. The journalistic

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concept of fairness reflects the idea of moderation and compromise, or as
Aristotle states it, virtue is the mean between two extremes (Biagi, 2009).
Further extension of this can be seen in Kants categorical imperative Act on
that maxim which u will to become a universal law. The concept imposes to
choose actions by asking the question, what would happen if everybody
acted this way? (Biagi, 2009). Due to the Ethical code of conduct in mass
media (Society of Professional Journalists, 1996), objectivity and an ethical
moral character should have been developed over time. But the industry has
been moving further away from it in recent years. The importance in regards
of moral and ethical teachings is what is missing in the current society and
mass media industry.

Ethical Theories are said to be Normative If they purpose to prescribe the

morally correct way of acting (Crane & Matten, 2010). In the book Four
theories of the press (Siebert et al., 1956), the authors express 4 Normative
theories that quote mainly express ideas of how the media ought to or can
be expected to operate under a prevailing set of conditions and values."
(Siebert et al., 1956). The following theories and frameworks have been
established in the current fast paced media industry in response to ethical
dilemmas.

1. Libertarian, Authoritarian and Social Responsibility Theory

Libertarian theory states people are rational and their rational thoughts
lead them to find out what are good and bad. The press should not restrict
anything even a negative content may give knowledge and can make better
decision whilst worst situation. (Siebert et al., 1956). However, implications
such as the WIKI leaks website publishing confidential and restricted files to
the public, working against the authority and the government, have led
many countries to not allow such behavior.

Authoritarian theory imposes an egoistic concept that all forms of

communications are under the control of the governing elite or authorities or
influential bureaucrats (Siebert et al., 1956). A very good example is
Censorship, which suppresses any content that might be deemed harmful to

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the public, government or the nation. In 2016, Netflix was launched in India
with all their original content. Censorship is a very sensitive issue in India,
where Netflix a major multimedia distribution business disregarded such
topic caused them to face legal trouble down the line (Avari, 2016).

Associated with the Commission of the Freedom of Press in United States

at 1949. The Social responsibility theory allows free press without any
censorship but at the same time the content of the press should be
discussed in public panel and media. They should accept any obligation from
public interference or professional self-regulations or both (Muhammad
Saqib, 2010). This has helped create professionalism in the media industry
allowing Community opinion, Consumer action and professional ethics
(Siebert et al., 1956).

1. Uses and Gratification Theory and Marketplace of Ideas Model

Uses and Gratification theory propounded by Katz (1970), is concerned with
how people use media for gratification of their needs. An outcome
of Abraham Maslow's Hierarchy of Needs, it propounds the fact that people
choose what they want to see or read and the different media compete to
satisfy everyones needs. A very good example of its modern-day application
can be found in various Social Media applications such as Facebook and
Instagram where need to vent negative feelings, recognition, and cognitive
needs inspire content from many individuals.

Similarly the Marketplace of ideas model holds a notion that ideas should be
put before the public and the public will choose the best marketplace (Baran
and Davis, 1984). It Limits Government control and puts trust in the public to
make choice of what content they want to receive. The Internet can be
considered as a public sphere upholding the model of Marketplace of
Ideas. Using the platform, the lines between Media Producers and
Consumers have been blurred. Sites such as WordPress, Facebook and
BlogSpot have utilized internet usage statistics to attract their visitors in a
massive scale.

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CONCLUSION
While the utility theory has created a baseline for media businesses to
adequately measure ethical decisions, the sense of duty found in the
Egoistic approach and the desire to be virtuous in Adams Golden Mean and
Kantianism have found to have a much more desired impact in the media
industry. A critical thinking paradigm missing in Mills Utility theory has been
filled by the Virtue ethics, requiring individuals to critically think about their
actions before committing them. Mass media has been struggling to gain
reputation as a reliable entity in the current fast paced world of mass media,
especially with the increasing spread of the internet.

Utilizing Media Scholars and educators regarding virtue ethics might be the
key ending moral dilemmas. In the case of Facebook and Netflix mentioned
earlier; addressing three aspects of their ethical issue i.e. Action, Intentions
and Circumstances. Using the Three Fountains of Ethics, Asking the
questions;

1) Kantianism: Was it motivated by a good will?

2) Utilitarianism: Was the action taken in motive of welfare, usefulness

and increase happiness?
3) Natural Law/ Social Contract Theory: Have any Natural or
Authoritarian Rule been Infringed?

will help the Businesses make decisions for their ethical dilemmas. In
Facebooks case their goal was to gain data from users to research their
behaviors for their economic benefit. Hence, they infringed the motivation of
others welfare as well as disregarding individual interest and rights.
Answering the Three fountain theories the act is deemed unethical.

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.

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