MEDIA ETHICS

 BLOCK – 3 , UNIT – 4

MEDIA ETHICS:

INTRODUCTION:

Nature of media ethics and the role played by it is the central theme of this unit. People behave according to the information available to them and according to the impressions created by those informations they react. The source of information is radio, television movies and internet. These sources of information monitor our emotions and attitude. The current events which are going to create new history depend totally on the historical information received by people through mass media. And the authority which regulates the means of our mass commutation plays important role in the making of current history. Any wrong information may misguide people and create unrest in the society. Though, democracy warrants free agencies of mass media so that people are informed about everything.

Media ethics is all about the means and ways that the media collects and presents information. It gives instructions to media about what is good or bad, right or wrong, acceptable or unacceptable for them. It lays down

certain norms for media and prescribes some suggestions to make them work accordingly. Also it has been taken care of properly that these norms are relevant to the situation and context. The matter of consideration for media ethics is the impact mass media will have on audiences. 

MEDIA ETHICS: PRACTICAL APPLICATIONS AND SOLUTIONS: It is said that a sound mind lies in a sound body. So, to be in sound mental condition and behave ethically one’s basic needs must be fulfilled.  And to lead a good life one needs to be ethical.  As far as the mass media is concerned it has done good job of inspiring people to be ethical. Society, in general is being benefitted by it. 

       Unlawful activities will never be prevented in the movies in positive manner so that people will try to follow them or sympathize with the criminal.

       Cases of murder will not be presented in the way so

that people will be motivated to imitate them. Heinous murders should not be presented in detail.

       Retributive justice must not be appreciated.  The details of crimes must not be presented. Drug trafficking must not be shown.

Institution of marriage and home should be presented in its ideal form and with positive view.

       Illicit relationships must not be shown with positive view and attractive manner.

       Passionate activities or lustful gestures should not be used to arouse the passion of the spectators.   It must be provided only when there is a genuine demand.

       Vulgarity should be avoided to resist the public from lowering their morality.

       Obscenity of every kind whether it is of word or of gesture should be refrained form.

Profanity is strictly forbidden

      

But, the implementation of code is the another problem faced by the media.  From time to time, it has been enforced to avoid criticism.While producers with vested interest try to avoid the codes. Their whole sole purpose is the make money, even though they have to show vulgarity for this. At the same time, dictatorship by some companies mars the whole industry.

FREEDOM OF PRESS AND RIGHT OF PRIVACY:

As ‘right to privacy’ is one of the fundamental rights of the people, they want that this liberty of them must be given preference over freedom of press to maintain the dignity of their lives.  But, just opposed to this is the view of the journalists who believe that public’s right to know and exposure of all vices and corruption must be given preference over all other concerns.  Almost always they find the private lives of people as ‘news worthy’ matter.

            The most vulnerable persons are the public figures and it becomes very difficult for them to lead normal life, out of media glare.  Due to technological development, their vulnerability has increased hundred times more, than it used to be. Even a second of private

moment can be captured in smart phones and go viral throughout world.  But, according to media its justified and is in public interest.  Breach of privacy is not merely disclosure of personal information, to cross someone’s comfort zone is a type of harassment. For media also it is the task of great responsibility to disclose someone’s personal details. Though, there are few people who like to share their personal details to promote their views, yet it is often considered as harassment by the majority of people.

            That’s why it has been considered as ethical issue. The motivating force for journalists is the public’s right to know.  They are convinced that to allow public figures in secrecy will promote injustice and corruption will prevail.

            But, few questions are left unanswered with this assertion. Doesn’t people’s right to know is always favourable for them? Is it the case that journalists always disclose personal information of public figures just to assert people’s right to know or motivated by some vested interest or to satisfy merely their curiosity?  It may be so

that after exposure of someone’s detail, people feel offended.

            Taking into consideration, these ethical issues, journalist should think some points, like: Is it true? , Is it fair? And is it necessary? before trying to preserve the people’s right to know. This view expressed by Gail Hulnick in his “Defining the Line Between the Public’s Right to Know and the Individual’s Right to Privacy’.

REMEDIAL MEASURES FOR MALADIES IN MASS MEDIA:

Media is all about reformation of the society but the whole purpose is defeated when it starts displaying something which is detrimental for the society. For example, tobacco related ads fuel the fire which is burning the society. Mainly, the yunger generation on whose shoulder, the onus of future development lies, will be totally devastated. So, this type of advertisements should be banned. Young people are convinced that they will become fresh after smoking which in fact leads to depression and

deterioration. Mass media is supposed to be the torch bearer and path finder and torch bearer of the society to show people the right path and give them the right knowledge.

Furthermore, suppression of knowledge is much more necessary than its dissemination, if it is needed to rein in the violence. Reporting of the crimes of any individual belonging to any particular community, state, religion or country is not recommended because law doesn’t discriminate people according to their caste or religion.

But sometimes exaggeration is also necessary to make people alert of any casualty. For example, violation of the traffic rules and resultantly death of people may be exaggerated to make people aware of the casualties.  

ETHICS IN PRODUCING AND SCREENING OF MOVIES: The impact of movies on the mind of people is great in India.  People always fallow the heroes and heroines of the film in their lives.  Their behaviour is motivated by them. Studies show that it has influenced greatly on the minds of people. Especially behavioural attitude like styles, manner, factions, lovemaking,

courtship, adornment etc. are learnt from these. The message implied in the moves given direction to the desires and ambitions of the people. For example, for perseverance, we always listen people saying that show some Gandhigiri or lage reho Munna Bhai.   But at the same time some romantic movies lead people in the world of imagination and reckless behaviour.  The character of the industry men also affect the people.  Sometime the content of the movie is objectionable.  Due to this objectionable content the establishment of censorship was needed.

            Certain codes of ethics have been given to the producers and distributors. Though it is not mandatory produce pictures exactly according to the codes, yet it has impacted well to the film industry.  The codes of conduct directed by censorship are based on the ethical principles.  Censor board cut several scenes from the films, which are not conducive for the welfare of the society.

            Though objection has been raised against censor board for violating the human right like freedom of speech yet this freedom has to be curtailed for the well being of the society and has shown good improvement in the film

industry.  Obscenity and indecency leaves bad impact on the mind of the people and immediately its influence has been found in the society.  Motion pictures are included in the list of issues, subject to code of ethics.

            Being aware of the criticism, industry itself has given certain codes and adopted ‘advertising code’ to have the clean image.  Theatres cannot show the film unless it has got the approval of the censor board.

            According to the code of the industry any producer will not produce that type of film which will lower the moral standard of the spectator.  They should not sympathize with the criminal or evil spirits. The role of movie is to elevate the standard of morality of the people, so that they will be able to sublimate their desires .Unlawful acts must not be appreciated and rules and laws must not be violated to deteriorate the condition of the society.

            So, the onus of social development through inspiration and motivation is on the shoulder of film industry.  

ETHICAL NORMS FOR AUDIO-VISUAL MEDIA:

Broadcasting and telecasting are the important mediums of information in the modern world.  Radio and television are the most powerful medium of dissemination of information.  But, the tragedy lies in this that the more they are powerful medium the more is the chances of their misuse.  The state is the only authority to give the stations, licences and having number of stations. So, this limitation increases the competition and control of broadcasting also goes in favour of the privileged one.  But the code of media ethics tells that it must be used only for the common good of all.

            The ethical responsibility of the media is to give factual news with objective reality not with subjective prejudice.  Controversial issues must be presented without bias.  Education must be the objective of the children’s programs instead of entertainment.  They should try to inculcate moral norms of behaviour and social standards with the education.

As per the norms of ethical codes, media should avoid clash resulting from the hurt of religious sentiments.  They should avoid obscenity and vulgarity as well.

            The television code mentions the telecasting agency the code of ethics like: ‘the education involves giving them a sense of the world at large. Crime, violence and sex are a part of the world.  They will be called up to meet and a certain amount of proper presentation of such is helpful in orienting the child to his social responsibility’.  But violence and illicit sex should not be presented in the manner to misguide them.

            The code gives instructions to television sector that they should telecast only those programs which are informative as well as educative one.  They should represent the culture and must be entertaining also.

            But complaints of ‘too much violence’ in these programs have been reported by the parents and lack of educational and religious content has also been mentioned.  Some educators have warned about the possible dangers of health, character and education due to longer hours of watching the television.  Though, opponents blame the parents themselves for this problem because they want to get rid of their children’s responsibility by keeping them engaged in television programs.

            According to media ethics, public interest like keeping the people informed, igniting the minds through discussion and presenting music, drama and athletics for the entertainment of public, must be given preference.  Whereas, advertising has to be given the secondary place. They are issued licenses to serve the public interest not the private groups.  The norms decided by the government are according the generally accepted standards of the society.  Media should play the important role in forming the public opinion and civil society movements. It should lead the development of society by motivation and inspiration.

BEING ETHICAL IN PRINT MEDIA:

Being the prime source of information print media plays crucial role in the day-by-day dissemination of  information.  The bigger its role, the better are the chances of its corruption because absolute power corrupts absolutely.  They can distort the facts or highlight the unimportant event while suppress the important one.

 People see the world and society from the eyes of the media.  It the eyes are of jaundiced one, the world will look pale.

            To increase the income, media advertises so many products and there is a little space left for real news.  They are rather sales representatives than news representatives.  Comic strips and puzzles for entertainment are of utmost importance for them while serious ethical issues are subsided.

            So, they are given ethical training of the presentation in a particular media.  They are given guidelines for the presentation of the vision and ideology of the social, economical and political affairs.  Their presentation is motivated by the specific media guides.  The views of news gathering agencies and press associations are implied in the news.

            That’s why criticism has become a part of the print media. Out of all those allegations, three most important are as follows:

1.  Instead of being an objective agent for the dissemination of news, the media, in fact plays in the hands of a group of business corporations by which the owner is being benefitted.

2.  It is said that the print media is also under pressure from the advertisers. They distort the news, to appease the advertisers.

3.  Most of them are partial to one or another political party.

So, being impartial and unprejudiced is the urgent demand on the part of people, from print media. They should take care of the huge social responsibility which lies on their shoulders for which public relies on them.  As Owens-Ibie  says that , ‘serving the public interest would mean ‘the mass media are expected to inform the citizens of what goes on in the government, which in a way, keeps rulers in check.  Also, the media should be reporting on and promoting  discussion of ideas, opinions and truths towards the end of social refinement; acting as a nation’s ‘bulletin board’ for information and mirroring the society  and its peoples just the way they are, thus exposing the heroes and the villains”.

            So, to monitor the print media, certain ethical principles have been mentioned.  In case of dictatorship, legislative action has been mentioned. Citizens, also, has been mentioned certain duties to regularise the print

media.  They should broaden their horizon of knowledge and raise their voice, in case of suspicious articles.Both public-private collaboration is needed to curb this menace.  To endow newspapers to work on the non-profit basis is another option.

CODE OF ETHICS FOR MEDIA:

Code of Ethics for Media:  It is undisputed fact that media plays very crucial role in the present society.  As Milan Kundera rightly says, “If journalism at one time seemed to be an appendix to culture today, by contract, culture finds itself at the mercy of journalism. It part of world dominated by journalism.  The mass media decides who will be known and to what degree and according to which interpretation”.

            This very statement of Milan Kundera shows the importance and inevitability of media. In other words journalists make daily decisions for people.  The bone of contention, in this realm, is the people’s right to know the truth and individual’s claim to privacy.  The decisions made by media are based on ethical decision making tools which includes a formal code of ethics. The prime

contribution of media ethics is to prevent monopoly in this realm.  It tries to provide the people the various aspects of some news instead of uniform gloss over it.  Though there are authoritarion regims, who try to prevent it.  It tries to avoid subjective information by giving different sides of an issue.  It gives freedom to audiences to make their own judgments. By doing this media ethics makes the  reporting of media, authentic.

            To monitor the media, the following codes have been mentioned:

Responsibility: The newspaper has to provide information by taking into consideration the welfare of the public. Any journalist should not use his right with malicious intention. Rather he would not be considered trustworthy.

Freedom of the Press: Freedom of the press is in a sense fundamental right of the media. Nowhere it has mentioned in the law to curtail this right or restrict it.

Independence: Media has no obligation barring loyalty to the public interest.

Sincerity, Truthfulness, Accuracy: To create a bonding with the reader, all these factors are necessary. 

Impartiality:  Media is supposed to be unbiased.

Fair play; Media has to play a fair role in narrating the information.  They have to strike a balance between private rights and public, interest.  At the same time media should rectify its own mistakes immediately.

SOCIAL RESPONSIBILITY AND THE MEDIA:

Of course, media is supposed to shoulder the responsibility of the society.  In this procedure of the diffusion of information media has certain inherent responsibility towards the society.  Media has to observe some restraint while reporting some controversial issues to avoid the conflict that will ensue.  It is every body’s right to have information. But while passing on the information to the public the media personnel impose their perception on the information, which may lead to negative impact on

public.  It is here where media man’s sense of social responsibility plays a crucial role.

            Though, theoretically easy to formulate principles for mediamen, it is a bit difficult to apply them in practical life.  It is in a sense challenge to formulate more comprehensive understanding of social responsibility for media.  It must have that potential to improve the role of media.

            It is a must for media to provide authentic information to the public.  To prove the authenticity of the news, they should produce evidence for the reported material.  The journalist is held responsible for the offshoot of the reporting.  It is their ethical as well as legal responsibility.  Of course, it is journalist’s responsibility to report.

            The difference between accountability and responsibility is this that manifestation of claims to responsibility is accountability.  It is explained, as obligation for action or behaviour within the frameworks of roles and moral, by plaisance.  It is journalist’s responsibility to provide proper custody, care and security

to one’s audiences. While their social responsibility is regarding the interest of the society.  Hutchins Commission has given five guidelines for a free and responsible press, which are as follows:

1. A truthful, comprehensive and intelligent account of the day’s events in a context which gives them meaning.

2. A forum for the exchange of comment and criticism.

3. The projection of a representative picture of the constituent groups in the society,

4. The presentation and clarification of the goals and values of the society,

5. Full access to the day’s intelligence.

            To provide, trustworthy and relevant news and information is the social responsibility of the media.  Also, they should give opportunities to the assent and dissent of the people to be heard in the public arena.  They should assure that all aspects are fairly presented, without any prejudice and public has all the information to take decision.  All these factors have been mentioned by Siebert in the book ‘Social Responsibility Theory 1956’.