The purpose of this module is to introduce you to ethical issues involving mass communication, particularly news and advertising.

During this module, you will gain a broad understanding regarding: Defining the nature and functions of mass communication

Describing the ethical implications of gate-keeping and agenda-setting

Describing the ethical implications of cultivation theory

Analyzing the Potter Box process of ethical decision making

By the end of this module, you will be able to: Explain the concepts of media "gate-keeping" and "agenda-setting" and their ethical

implications.

List examples of ethical principles adopted by media associations.

Analyze a case study involving accuracy and truth in the media by applying ethical principles.

During this module, you are expected to: Read from William W. Neher and Paul Sandin, Communicating Ethically

o Chapter 10: Ethical Issues in Mass Communication

Read articles on media ethics on the following website: Poynter Institute

Read/View Module Notes: Ethical Issues in Mass Communication

Read Module Notes: Mass Communication Issues

Participate in Discussions: o M5D1: Embedded in Miamio M5D2: Trust In Media

Submit M5A1: Media Ethics Essay due by September 24, 2016In Chapter 10 of Neher and Sandin's Communicating Ethically, the authors discuss ethics in mass media.

The word medium means "in the middle," and a medium such as a radio is "in the middle" between the broadcaster and the listener. The term mass communication refers to mediated communication that is sent to mass audiences. Radio, television, and satellite TV would be considered mass media. However, an email or telephone call to an individual would only be considered "mediated" communication, not mass communication.

Neher and Sandin identify four primary categories in the nature and functions of mass media: (1) journalism or the press, (2) public relations, (3) advertising and marketing, and (4)

entertainment. The authors state that utilitarianism is often the basis for making ethical decisions involving mass media because broadcasters often "pit the rights of the individual against the good of the public or society at large" (Neher & Sandin, 2007, p. 202) and that the media are often for-profit businesses with economic interests that may be pitted against public interest.

Another major source of ethical problems is the power mass media has to shape public interest through "gate-keeping" and "agenda-setting." Gatekeeping is the process of filtering information through a news editor or media decision maker before it might possibly be distributed to a mass audience. The editor might "frame" the information in a certain way while presenting it to the audience. A "media gatekeeper" might determine if or how much information gets through to the audience. Agenda setting is the term applied to how the media determine what issues are important for audiences to think about. Although many individuals may not necessarily be interested in where to build a new baseball stadium, the media coverage of the issue prevails and sets an agenda for continued interest and debate.

Cultivation theory tells us that the media actually shape our "world view." According to the late professor George Gerbner, who contributed greatly to our understanding of the impact of media violence on society, people who are heavy television viewers believe we live in a much more dangerous world than we do. He called this "mean world" syndrome.

Other ethical issues involving the mass media focus on topics such as the right to privacy, stereotyping of minorities and women and its impact on audiences, and accuracy and fairness. Various media codes of ethics encompass these journalistic virtues. Dr. Ralph Potter, a Harvard divinity professor, developed a four-step process to be used as an ethical decision-making model for mass communication. Often called the "Potter Box", the steps comprise:

1. Definition of the facts in the case

2. Determining the values that are important or controlling the case

3. Weighing the competing values by referring to one of the ethical systems, such as universalism, utilitarianism, egalitarianism

4. Determining possible competing loyalties that come into play in the case

Read the case study on page 222 of the textbook and respond to Question 1.

Notes

Based on your readings and thoughts on embedded journalism, respond to the following:

In your opinion, do journalists lose their objectivity when they observe a conflict or confrontation and are embedded in one side of it?

Embedded reporters may come to identify with the soldiers and police officers around

who are also protecting them. Would that affect their objectivity? Provide examples to illustrate your answers.

Evaluation Criteria

Embedded in Miami Discussion:

Your initial post should be at least 250 words and must substantively integrate the assigned readings from the module with proper APA style formatting.

Your initial post is due by Wednesday at 11:59 PM EST. Your responses are due by Sunday at 11:59 PM EST.

After you have posted, read through the postings of your peers. Choose (at least) two of your peers’ posts to respond to. The posts you choose to respond to do not necessarily have to be classmates’ initial posts.

Each response to a peer should be (at least) approximately 100 words in length and should contribute to the discussion in progress. All responses to classmates should be substantive. That is, they should go beyond simple agreement or disagreement with classmates’ posts. Also, be sure that your responses are respectful, substantive, and consistent with the expectations for discussion, as stated by the prompt. Be sure to monitor and respond to feedback to your major thread post throughout the module. Be sure also to reply to your classmates’ postings and that your responses are within the designated due dates for this discussion activity. Please direct any questions you may have to your instructor.

See the Course Calendar for due dates for posts and responses.

Consider Question 3 on page 225 of your textbook.

Keeping what you have read and your own experiences in mind, respond to the following:

Which type or branch of the mass media seems most trustworthy to you? Which seems least trustworthy?

Discuss why you have come to these conclusions. Provide examples to illustrate your response.

Evaluation Criteria

Trust In Media Discussion:

Your initial post should be at least 250 words and must substantively integrate the assigned readings from the module with proper APA style formatting.

Your initial post is due by Wednesday at 11:59 PM EST. Your responses are due by Sunday at 11:59 PM EST.

After you have posted, read through the postings of your peers. Choose (at least) two of your peers’ posts to respond to. The posts you choose to respond to do not necessarily have to be classmates’ initial posts.

Each response to a peer should be (at least) approximately 100 words in length and should contribute to the discussion in progress. All responses to classmates should be substantive. That is, they should go beyond simple agreement or disagreement with classmates’ posts. Also, be sure that your responses are respectful, substantive, and consistent with the expectations for discussion, as stated by the prompt. Be sure to monitor and respond to feedback to your major thread post throughout the module. Be sure also to reply to your classmates’ postings and that your responses are within the designated due dates for this discussion activity. Please direct any questions you may have to your instructor.

Assignment Information

1. Due Date: Sunday, September 24, 2016 11:59 PM

M5A1: Media Ethics Essay

The purpose of this activity is to apply your knowledge of media ethics in analyzing a contemporary media ethics case.

Read articles from the website of the Poynter Institute (Poynter). Select and review an article that discusses a case of media ethics. Keep the following in mind:

Discuss how issues presented in this learning module apply to the case in question.

Communication and Mass Media Complete, listed alphabetically, fifth down the list

Your essay should be 350–500 words in length, single spaced, and in APA format.

Before you submit this assignment to the dropbox below, be sure to upload a copy to the "Final" dropbox for this assignment on Turnitin.com.

Evaluation Criteria

Keep the following points in mind:

The essay is well-organized and logically structured. The hypothesis is clearly stated and arguments are presented logically to support the

hypothesis. Key concepts from this module are applied to the media ethics case in question.