6. Ethics comes from the Greek word ethos,
meaning character, or what a good person is or
does in order to have a good character.
In general, ethics deal with the philosophical
foundations of decision making, or choosing
among the good or bad options that the
individual faces
[Black, Steele, & Barney, 1999]

11. Moral is derived from Latin mos or moris or mores
meaning among other things “way of life” or
“conduct” or “the way or manner in which
people behave”.
It is often associated with religious beliefs and
personal behaviour.

13.  Meta-ethics, is concerned with the study of the
characteristics or nature of ethics. It examines
concepts such as right, justice and fairness.
 Normative ethics, is concerned with developing
general theories, rules and principles of moral
conduct.
 Applied ethics, is the problem-solving branch of
moral philosophy that addresses specific ethical
issues and cases

14.  Credibility
 Integrity
 Civility

15. Situation
Definition
Analysis Decision

16.  Description of facts
 Identification of principles and values
 Statement of ethical issue or question

17.  Weighing of competing principles and values
 Consideration of external factors
 Examination of duties to various parties
 Discussion of applicable ethical theories

18.  Rendering of moral agent’s decision
 Defense of that decision based upon moral
theory

19.  Shared values – common norms
 Wisdom – based on sound reason & experience
 Justice – fairness, no double standards
 Freedom – freedom of choice
 Accountability - responsibility for our deeds
and misdeeds

20.  Individual conscience
 Objects of moral judgment
 Financial supporters
 The institution
 Professional colleagues
 society

21. It is the moral force of the law that provides the
legitimacy of our legal codes.
All parties have the same moral obligations to
comply with the law
A just law might be violated in emergency or
when a higher moral principle is involved.

22. pragmatic humanistic
Desire for Deontological
success Teleological
Machiavelli Personalist

23. Seek truth and Act
report it independently
Minimize
Be accountable
harm

24. Journalist should be honest, fair and courageous
in gathering, reporting and interpreting
information

25. Ethical journalists treat sources, subjects and
colleagues as human beings deserving of
respect

26. Journalists should be free of obligation to any
interests other than the public’s right to know

27. Journalists are accountable to their readers,
listeners, viewers and each other

28.  Do what is best for the greatest number of
people [end-based thinking]
 Follow your highest sense of principle [rule-
based thinking]
 Do what you want others to do to you [care-
based thinking]

29. Issues of the rights of the individual against
the good of the public or society at large
Issues of the good of the public being against
the economic interests of the media owners
Issues relating to the power of the media in
shaping and influencing public discourse

30. The gate keeping
function
Stereotypes in the
media
Accuracy and
Truth in the media