Lecture Eight: Ethics

'Ethical journalism requires conscientious decision-making in context.'

- Guidance Clause, MEAA Code of Ethics

 - Ethical; adjective

• Being in accordance with the rules or standards for right conduct or practice, especially the standards of a profession. (from dictionary.reference.com)

Ethics is a concept that relies heavily on the individual context of a situation. What is accepted as ethical in Australia may not be considered ethical at all in a different country. There is however a difference between ethics and bad taste. Just because something is in bad taste, that does not necessarily mean it is unethical. It is up to the journalist as an individual to discriminate between which is which. 

The Australian Journalism Association is a division of the Media Entertainment and Arts Alliance (MEAA). Journalists must follow the guidelines of the MEAA Code of Ethics in order to fulfill their obligations to society to provide true and fair information.

The advertisement above in our culture would be considered unethical, and would also be considered bad taste. It would be unethical because of the direct reference to drugs - drugs are unacceptable in our culture. It does not align with the rules and standards for right conduct, especially because it contains an element of nudity. It is also in bad taste because of the way it portrays these young women as unhealthy and not in their right state of mind.

This advertisement however, is not exactly unethical, but may be considered by some to be in bad taste. 

There are three main theories when it comes to ethics in journalism - 

1. Deontology
Deontology could be considered the most popular theoretical approach to journalism. It is based on sets of rules, principles and duties that should provide an ethical outcome when followed. Essentially, all ethics codes are deontological. 

2. Consequentialism (teleology)

Consequentialism is an outcome focused approach. It doesn't care how it gets there, as long as it gets what it wants in the end. It's process reasoning is that the end product sometimes justifies the means. 

3. Virtue

The virtue theory states that goodness often comes from good habits of character, such as courage, justice, temperance and prudence. These habits of character are the golden mean of behavior - the best way to act. 

Being ethical as a journalist is crucial. Different ethical considerations must be taken in each individual context/situation. Being ethical could mean the difference between a successful career and no career at all. It is not all that hard to do; what is ethical often aligns with one's instinctual 'gut' feelings of what is right and what is wrong. 

MEAA CODE OF ETHICS 

(according to http://www.alliance.org.au/documents/codeofethics.pdf )

Respect for truth and the public's right to information are fundamental principles of journalism. Journalists describe society to itself. They convey information, ideas and opinions, a privileged role. They search, disclose, record, question, entertain, suggest and remember. They inform citizens and animate democracy. They give a practical form to freedom of expression. Many journalists work in private enterprise, but all have these public responsibilities. They scrutinise power, but also exercise it, and should be accountable. Accountability engenders trust. Without trust, journalists do not fulfil their public responsibilities. MEAA members engaged in journalism commit themselves to -

• Honesty
• Fairness
• Independence
• Respect for the rights of others

1. Report and interpret honestly, striving for accuracy, fairness and disclosure of all essential facts. Do not suppress relevant available facts, or give distorting emphasis. Do your utmost to give a fair opportunity for reply.

2. Do not place unnecessary emphasis on personal characteristics, including race, ethnicity, nationality, gender, age, sexual orientation, family relationships, religious belief, or physical or intellectual disability.

3. Aim to attribute information to its source. Where a source seeks anonymity, do not agree without first considering the source’s motives and any alternative attributable source. Where confidences are accepted, respect them in all circumstances.

4. Do not allow personal interest, or any belief, commitment, payment, gift or benefit, to undermine your accuracy, fairness or independence.

5. Disclose conflicts of interest that affect, or could be seen to affect, the accuracy, fairness or independence of your journalism. Do not improperly use a journalistic position for personal gain.

6. Do not allow advertising or other commercial considerations to undermine accuracy, fairness or independence.

7. Do your utmost to ensure disclosure of any direct or indirect payment made for interviews, pictures, information or stories.

8. Use fair, responsible and honest means to obtain material. Identify yourself and your employer before obtaining any interview for publication or broadcast. Never exploit a person’s vulnerability or ignorance of media practice.

9. Present pictures and sound which are true and accurate. Any manipulation likely to mislead should be disclosed.

10. Do not plagiarise.

11. Respect private grief and personal privacy. Journalists have the right to resist compulsion to intrude.

12. Do your utmost to achieve fair correction of errors.


Guidance Clause -
Basic values often need interpretation and sometimes come into conflict. Ethical journalism requires conscientious decision-making in context. Only substantial advancement of the public interest or risk of substantial harm to people allows any standard to be overridden.