This document discusses several topics related to media ethics: - It outlines several media effects and media theories including the hypodermic needle theory, limited effects theory, two-step flow theory, and agenda setting theory. - It discusses agenda setting and how the media can influence what issues the public thinks about. Examples of high-profile news stories that set the agenda are given. - Ethical challenges journalists face in finding stories and remaining objective are examined. Maintaining accuracy and fairness while minimizing harm is important. - The Society of Professional Journalists' code of ethics is outlined which calls for honesty, fairness, and respect for sources.

1. Ethics
Sydney Carlson, Austin Slade,
Melanie Miles, Porter Ellett

2. Media Effects & Media Theory
● Magic Bullet/Hypodermic Needle Theory
● Limited Effects Theory
● Two-Step Flow Theory
● Spiral of Silence Theory
● Agenda Setting Theory
● Third-Person Effect Theory

3. Anonymous Declares War?

4.
Agenda Setting According to Cohen
"The mass media may not be successful much
of the time in telling people what to think,
but they are stunningly successful in telling
their audience what to think about."
-Bernard Cohen

5. Agenda Setting & Spiral of Silence
● Princess Diana, OJ Simpson
Michael Jackson Trials
● Voice for the voiceless
● Nixon: Silent Majority?

6. Approaches to Objectivity
Detachment - from stories and people in stories
Fairness & Balance
Absence of Interpretation
Scientific Method - content analysis, sample surveys
Stenography - recording what is said & repeating it back

7. Ethics & Journalists
Journalists worry about being fair and harming innocents
Jan Wong - "Get Under the Desk" in The Globe and Mail

9. Society of Professional Journalists
& Their Code of Ethics
Members share a dedication to ethical behavior
Should be honest, fair and courageous
Treat sources, subjects and colleagues with respect
Free of obligation to any interest other than public's right to know
Accountable to audience

10. Credibility: Ethics in Story Finding
Journalists are faced with moral and ethical
questions when searching for stories
1. "Under-cover" role acceptable?
2. Always identify as journalist?
What counts as "crossing the line" in order to
get a news story?

11. For Example, CNN.
CNN: setting out "stake-out camera" at the
Whitney Houston funeral.
Is this ethical?
View individuals' responses on Twitter.

13. Journalist's ethical challenge
● The Most difficult ethical challenge faced
by Journalists:
>>Get the Facts Right.
>>Tell the Story Fairly.

14. Ethics + Politics = ???
● "You cannot legislate a journalist's political
beliefs."
>>Keep their views to themselves.
>>Remain impartial.

16. For Example, FOX news
● FOX news' aggressive investigation into
ACORN scandal and Pay Czars.
● 2009: Obama discredits FOX news as a
"news source" and attempts to ban them
from the White House Pool.
● Isn't investigation and fact-checking a
central role for journalists?

17. Newsroom Diversity
•The power of appeal:

19. Leaders in Diversity
•Arlene Notoro Morgan
•Peter Bhatia
•Joe Hight: “Gosh, I wish journalists would
realize the First Amendment provides
journalists with many rights, but it does not
give us the right to trample on the lives of
innocent people.”

20. Business and Journalism
•A power struggle:

21. Thanks For Listening