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MODULE-04
 Media Ethics and Issues
Media ethics is the subdivision of applied ethics dealing with the specific ethical principles and
standards of media, including broadcast media, film, theatre, the arts, print media and the internet.
The field covers many varied and highly controversial topics, ranging from war journalism to
advertising.

Media ethics is the broad term describing the proper modes of behaviour to which all branches of
the modern media should attempt to adhere. The branches of the media that try to live up to
ethical standards include television, print communications, and the Internet. Different issues arise
depending upon the branch of the media in question, issues made more complicated by
burgeoning technology. Many of the complications in media ethics arise from the conflict of ethical
standards and the media companies' desire to make money.

It's difficult to simplify media ethics, because the issues that stem from different media can be
contradictory in nature. What makes sense and seems fine for one branch of the media might
cross ethical lines if applied by another. In addition, technological advances have actually created
far more ethical dilemmas for media outlets than they have eliminated. All media companies and
creators must walk an increasingly fine line to serve the public and stay morally sound.
For television and motion picture producers, the ethical dilemmas come from what kind of
entertainment they bring to the public. As an example, violence and foul language are a part of
everyday life and, as such, often are depicted in TV and movies. Many parents don't want children
to be exposed to such things, however. By the same token, restricting an artist's vision can
become a form of censorship, which is another huge issue in media ethics.

Media journalist face a range of ethical issues on a regular basis. Those issues include the
following:
1) Truthfulness. Journalists need to make a commitment to telling the truth. This includes not
giving false or made-up reports, and telling truthful stories that are not intended to deceive
the audience. This may require reporters to provide not only the facts but also the context
surrounding them. Truthfulness requires a commitment not only from the journalist but also
from the organization he or she works for.
2) Conflicts of interest. The interests of a corporation that owns a news organization may
sometimes be at odds with the nature of the news being reported. Journalists need to be
careful not only to portray their parent company in an accurate light but also to give no
special favours to companies connected to the organization’s parent company.
3) Sensationalism. News organizations sometimes emphasize news that is interesting but
unimportant. This happens when reporters put more effort into attracting and pleasing an
audience than into reporting on the critical issues of the day. This can happen because of
the increased pace of the news business brought about by cable television, the Internet,
and the parent company’s desire for profits.
4) Authenticity and appropriateness of photographs. Photos can be among the most
controversial media materials, both because of their disturbing content and because they
can be altered with digital editing tools
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 Code of ethics for media personnel

Journalists' main goal is to ensure the right of citizens to truthful and important information, which
allows them to form adequate impression about social processes, their essence and importance,
about the situation in the modern world.

The journalist bears responsibility before the society in general, before the law and before the
professional association. The social responsibility of the journalist requires that he acts in
accordance with his personal ethical standards.

The ethics of the trade involve permanent responsibility of the journalist for everything he/she does
in the framework of his/her professional obligations, rather than sticking to the rules which were
established once and for all.

The present Code shall set a high standard of ethical and professional behaviour for people
involved in searching, receiving, keeping, distributing and commenting on information in the mass
media. The norms of the Code are not obligatory requirements and formulated as moral guidelines
or standards against which media employees can compare their professional work. The norms of
the journalists Ethics Code cannot be used as the ground for holding media employees criminally,
administratively, disciplinarily or otherwise responsible, except the responsibility in the framework
of media self-regulation.
Journalists should:

– Take responsibility for the accuracy of their work. Verify information before releasing it. Use
original sources whenever possible.
– Remember that neither speed nor format excuses inaccuracy.

– Provide context. Take special care not to misrepresent or oversimplify in promoting, previewing
or summarizing a story.
– Gather, update and correct information throughout the life of a news story.
– Be cautious when making promises, but keep the promises they make.

– Identify sources clearly. The public is entitled to as much information as possible to judge the
reliability and motivations of sources.

– Consider sources’ motives before promising anonymity. Reserve anonymity for sources who
may face danger, retribution or other harm, and have information that cannot be obtained
elsewhere. Explain why anonymity was granted.

– Diligently seek subjects of news coverage to allow them to respond to criticism or allegations of
wrongdoing.

– Avoid undercover or other surreptitious methods of gathering information unless traditional, open
methods will not yield information vital to the public.
– Be vigilant and courageous about holding those with power accountable. Give voice to the
voiceless.
– Support the open and civil exchange of views, even views they find repugnant.
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– Recognize a special obligation to serve as watchdogs over public affairs and government. Seek
to ensure that the public’s business is conducted in the open, and that public records are open to
all.
– Provide access to source material when it is relevant and appropriate.
– Boldly tell the story of the diversity and magnitude of the human experience. Seek sources
whose voices we seldom hear.

– Avoid stereotyping. Journalists should examine the ways their values and experiences may
shape their reporting.
– Label advocacy and commentary.

– Never deliberately distort facts or context, including visual information. Clearly label illustrations
and re-enactments.
–Never plagiarize. Always attribute.

Ethical journalism treats sources, subjects, colleagues and members of the public as human
beings deserving of respect.
Journalists should:

– Balance the public’s need for information against potential harm or discomfort. Pursuit of the
news is not a license for arrogance or undue intrusiveness.

– Show compassion for those who may be affected by news coverage. Use heightened sensitivity
when dealing with juveniles, victims of sex crimes, and sources or subjects who are inexperienced
or unable to give consent. Consider cultural differences in approach and treatment.

– Recognize that legal access to information differs from an ethical justification to publish or
broadcast.

– Realize that private people have a greater right to control information about themselves than
public figures and others who seek power, influence or attention. Weigh the consequences of
publishing or broadcasting personal information.
– Avoid pandering to lurid curiosity, even if others do.

– Balance a suspect’s right to a fair trial with the public’s right to know. Consider the implications of
identifying criminal suspects before they face legal charges.

– Consider the long-term implications of the extended reach and permanence of publication.
Provide updated and more complete information as appropriate.

Act Independently
The highest and primary obligation of ethical journalism is to serve the public.
Journalists should:
– Avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.
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– Refuse gifts, favors, fees, free travel and special treatment, and avoid political and other outside
activities that may compromise integrity or impartiality, or may damage credibility.

– Be wary of sources offering information for favors or money; do not pay for access to news.
Identify content provided by outside sources, whether paid or not.
– Deny favored treatment to advertisers, donors or any other special interests, and resist internal
and external pressure to influence coverage.

– Distinguish news from advertising and shun hybrids that blur the lines between the two.
Prominently label sponsored content.

Be Accountable and Transparent

Ethical journalism means taking responsibility for one’s work and explaining one’s decisions to the
public.
Journalists should:

– Explain ethical choices and processes to audiences. Encourage a civil dialogue with the public
about journalistic practices, coverage and news content.
– Respond quickly to questions about accuracy, clarity and fairness.

– Acknowledge mistakes and correct them promptly and prominently. Explain corrections and
clarifications carefully and clearly.
– Expose unethical conduct in journalism, including within their organizations.
– Abide by the same high standards they expect of others.

The journalist Code of Ethics is a statement of abiding principles supported by additional

explanations and position papers that address changing journalistic practices. It is not a set of
rules, rather a guide that encourages all who engage in journalism to take responsibility for the
information they provide, regardless of medium. The code should be read as a whole; individual
principles should not be taken out of context.

 Press Council of India

The Press Council of India is a statutory body in India that governs the conduct of the print media.
It is one of the most important bodies that sustain democracy, as it has supreme power in regard
to the media to ensure that freedom of speech is maintained. However, it is also empowered to
hold hearings on receipt of complaints and take suitable action where appropriate. It may either
warn or censure the errant journalists on finding them guilty.Justice Chandramauli Kumar Prasad
is current Chairman of the Council.

The Press Council of India was first constituted on 4th July, 1966 as an autonomous, statutory,
quasi-judicial body, with Shri Justice J R Mudholkar, then a Judge of the Supreme Court, as
Chairman.
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First Press Commission: The Press Council of India was set up on the recommendations of the
First Press Commission (1954). The commission had felt that high standard of journalism was
being maintained by only the few well-established players, while others were prone to publishing
sensational news. The commission had opined that only an autonomous body comprising people
principally connected with the industry could ensure that no code of journalistic ethics are
breached by any player.
The commission identified roles for the proposed commissions. These were:

 Safeguarding the freedom of press

 To maintain high standards of public taste
 To foster due sense of both the rights and responsibilities of citizenship
Composition of The Press Council

The Press Council Act, 1965 provided for a 25-member strong body out of which 3 were to
represent the two houses of Parliament, 13 were to be from amongst the working journalists, of
which not less than 6 were to be editors who did not own or carry on the business of management
of newspapers and the rest were to be the persons having special knowledge or practical
experience in respect of education and science, law, literature and culture.

Press Council of India was revamped in 1979 following the enactment of a fresh legislation by
Parliament in 1978. Although the composition of the council underwent few changes, but the
objectives of the council remain the same:

 Preserving the freedom of the press

 Maintaining and improving the standards of press in India

The present Council is a body corporate having perpetual succession. It consists of a Chairman
and 28 other members. Of the 28 members, 13 represent the working journalists. Of whom 6 are
to be editors of newspapers and remaining 7 are to be working journalists other than editors. 6 are
to be from among persons who own or carry on the business of management of newspapers. One
is to be from among the persons who manage news agencies. Three are to be persons having
special knowledge or practical experience in respect of education and science, law and literature
and culture. The remaining five are to Members of Parliament : three from LokSabha, and two
from RajyaSabha.

Functions of Press council

The Press Council Act, 1965, listed the following functions of the Council in furtherance of its
objects:
To help newspapers to maintain their independence

To build up a code of conduct for newspapers and journalists in accordance with high
professional standards
To ensure on the part of newspapers and journalists the maintenance of high standards of
public taste and foster a due sense of both the rights and responsibilities of citizenship
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To encourage the growth of a sense of responsibility and public service among all those
engaged in the profession of journalism
To keep under review any development likely to restrict the supply and dissemination of
news of public interest and importance

To keep under review such cases of assistance received by any newspaper or news
agency in India from foreign sources, as are referred to it by the Central Government

Provided that nothing in this clause shall preclude the Central Government from dealing
with any case of assistance received by a newspaper or news agency in India from foreign
sources in any other manner it thinks fit

To promote the establishment of such common service for the supply and dissemination of
news to newspapers as may, from time to time, appear to it to be desirable;

To provide facilities for the proper education and training of persons in the profession of
journalism

To promote a proper functional relationship among all classes of persons engaged in the
production or publication of newspapers

To study developments which may tend towards monopoly or concentration of ownership of

newspapers, including a study of the ownership or financial structure of newspapers, and if
necessary, to suggest remedies therefore
To promote technical or other research
The Press Council of India 1978 Act added three new functions for the council:

a) promoting the establishment of such common services for the supply and dissemination of
news to newspapers as may, from time to time, appear to it to be desirable;(b) providing
facilities for proper education and training of persons in the profession of journalism; and (c)
promoting technical or other research.

Powers Of The Council

The council has power to censure any news which violates the standards of journalistic
ethics or public taste

The council can hold inqury against an editor or a working jpournalist if s/he is found of
committing professional misconduct
Every inquiry held by the Council shall be deemed to be a judicial proceeding within the
meaning of sections 193 and 228 of the Indian Penal Code

 Embedded journalism
Embedded journalism refers to news reporters being attached to military units involved in armed
conflicts. While the term could be applied to many historical interactions between journalists and
military personnel, it first came to be used in the media coverage of the 2003 invasion of Iraq. The
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United States military responded to pressure from the country's news media who were
disappointed by the level of access granted during the 1991 Gulf War and the 2001 U.S. invasion
of Afghanistan.

Although battlefield reporting dates to ancient times, embedded journalism added a new
dimension to war coverage. While journalists had enjoyed fairly wide access in theVietnam War,
some commanders felt that the depiction of that war in the media had contributed to declining
public support for it. As a result, reporting in the Persian Gulf War was largely restricted to the
“pool system,” wherein a small number of journalists were selected to accompany the military and
act as a news agency for the remainder of the press corps. In early 2003, as it became
increasingly apparent that a war between the United States and Iraq was imminent, the
Department of Defence offered journalists the opportunity to join U.S. troops after undergoing boot
camp-style training and accepting a series of ground rules. During the invasion of Iraq,
approximately 600 embedded journalists were permitted to join American forces.

The scholarly debate on the effects of covering combat operations by embedded journalists
started while U.S. troops were still on their way to Baghdad. On the one hand, it was argued that a
new standard of openness and immediacy had been created for war coverage. Reporters directly
involved in military action were believed to provide a more-incisive account of events by shedding
the inevitable speculation that might surface by keeping the media at a distance. Others, though,
viewed embedding more negatively, raising concerns in particular about bias in reporting. Even
media organizations who participated in the embedding program described it as an attempt to
present the U.S. side of the war in a sympathetic light by absorbing reporters into the culture of the
military and tainting the objectivity that journalists are bound to uphold.
One advantage of embedding was that it added a measure of protection for journalists who
sometimes found themselves the target of violence by one or more sides in a conflict. Indeed,
dozens of non-embedded journalists and media professionals—the overwhelming majority of
whom were Iraqi—were killed during the Iraq War, either in combat or as the result of targeted
assassinations. In 2007 a pair of independent journalists working for theReuters news agency
were killed by U.S. forces when the pilot of a helicopter gunship mistook their camera for a rocket-
propelled grenade launcher. Video footage of the attack was published by the Web site WikiLeaks
in 2010, leading some media professionals to question the army’s rules of engagement. U.S. Army
officials responded by saying that the incident highlighted the dangers to journalists who chose to
operate independently in a war zone.

 Sting journalism
What is a sting journalism? It is a part of what could be called “new age journalism,” with
debatable ethical issues involved. It is more effective on television as a form of journalism, and in
the print media it is generally referred to as an “expose.” In legal parlance, a sting operation is
understood as a design concocted in collaboration with the editor, perhaps the publisher with
vested interests, a journalist, and a videographer. The smartphone is now a viable alternative to
the videocam which makes it easier for the journalist doing the story to retain his/her sole claim to
the story as there is no videographer involved. But again, the videographer as the “second” person
doing the operation along with the journalist can give the story the second “back-up” it needs to
prove its authenticity. Sting operations are fraught with questions of authenticity, integrity, and
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objectivity that are difficult to sustain because the journalist is a normal human being filled with his
biases for or against someone or something.
In India, some journalists equate sting journalism with investigative reporting, ignoring the
elements that make them different. They forget, or in some cases don’t realise, how big a
responsibility they have when they carry out sting operations and how careers can be finished
forever if things go wrong.Sting journalism is the easy way out, and can make the media lose its
credibility and legitimacy, especially these days when the media has been accused of indulging in
‘paid news’.Some problems are inherent in the very nature of sting operations. Editors have no
way to verify the information collected by reporters in case they have resorted to deception. They
have to rely totally on the honesty and credentials of the reporters, which, at times, can be risky.

But the biggest problem with such shady operations is that they have elements of deception and
entrapment right from the planning stage. If some little detail goes wrong, the journalistic scoop
can easily turn into a case of entrapment.

The only situation in which stings can be legitimate is when they are done with the permission of a
neutral responsible group of editors who are told in advance why a sting is absolutely necessary in
a certain situation because the cause is noble and overwhelmingly in the interest of the people.
Otherwise, Indian media should train its reporters not to accept whatever is said, look deep into
the motives, how to chase a story relentlessly, and cover it by using well-tried methods of
investigative journalism.