Understanding the Intersection of Media, Ethics, and Faith in Public Communication PDF

Understanding the Intersection of Media, Ethics, Moral Conduct & Faith in The Practice of Public Communications Brittania Henry You are a young journalist at a media house no one really knows and it’s not that popular. You are writing a story but in order to make it appealin...

Understanding the Intersection of Media, Ethics, Moral Conduct & Faith in The Practice of Public Communications Brittania Henry You are a young journalist at a media house no one really knows and it’s not that popular. You are writing a story but in order to make it appealing to your editor, you add something that beefs it up a bit but in theory, its not entirely true. What do you do?  INTERSECTION OF MEDIA IN THE PRACTICE OF PUBLIC COMMUNICATION The contemporary media age can trace its origins back to the electrical telegraph, patented in the United States by Samuel Morse in 1837. Thanks to the telegraph, communication was no longer linked to the physical transportation of messages; it didn’t matter whether a message needed to travel 5 or 500 miles. Suddenly, information from distant places was nearly as accessible as local news, as telegraph lines began to stretch across the globe, making their own kind of World Wide Web. (Christians & Traber, 2004).  INTERSECTION OF MEDIA IN THE PRACTICE OF PUBLIC COMMUNICATION CONT’D The practice of public relations is fundamentally about building and managing relationships between organizations and their public. At the core of these relationships lies the principle of ethics, serving as the foundation on which trust and credibility are built. Without a steadfast commitment to ethical practice, the essential bond of trust between an organization and its stakeholders can easily be eroded (Kovach & Rosenstiel, 2014). Understanding the underpinnings of moral philosophy is crucial for public relations professionals as they navigate the ethical landscape of their work. These philosophical concepts provide the frameworks that guide decision-making and help practitioners discern the ethical course of action in complex situations (Mill, 1863; Kant, 1785).  INTERSECTION OF ETHICS IN THE PRACTICE OF PUBLIC COMMUNICATION The practice of public relations is fundamentally about building and managing relationships between organizations and their public. At the core of these relationships lies the principle of ethics, serving as the foundation on which trust and credibility are built. Without a steadfast commitment to ethical practice, the essential bond of trust between an organization and its stakeholders can easily be eroded. (Kovach & Rosenstiel, 2014). Understanding the underpinnings of moral philosophy is crucial for public relations professionals as they navigate the ethical landscape of their work. These philosophical concepts provide the frameworks that guide decision-making and help practitioners discern the ethical course of action in complex situations. (Christians & Traber, 2004).  LET US EXPLORE DIFFERENT ETHICAL THEORIES RELEVANT TO PUBLIC COMMUNCATION! DEONTOLOGICAL ETHICS UTILITARIANISM This emphasizes duty and This focuses on the outcomes of adherence to rules and principles actions and seeks the greatest good regardless of the consequences. for the greatest number of people. VIRTUE ETHICS This concentrates on the inherent character and virtues of the individual making choices.  A LITTLE ABOUT UTILITARIANISM Utilitarianism justifies sensationalist reporting if it benefits a large audience, especially when addressing issues of public importance, such as health, safety, or politics. However, this principle also encourages media outlets to avoid causing unnecessary harm or distress to individuals or communities. 1. For example: When covering crises, such as natural disasters or politics, the media may focus on dramatic images or stories to engage viewers, justifying the approach as a means to raise awareness and foster action. The utilitarian rationale would be that the benefits of informing the public outweigh any potential harm caused by sensationalizing the events. (Lazer et al., 2018).  A LITTLE ABOUT DEONTOLOGY 1. A deontologist would argue that journalists have a moral duty to report the truth, regardless of whether the news story attracts large audiences or serves corporate interests. The ethical obligation is to uphold accuracy, fairness, and impartiality in reporting. For Example: The media’s responsibility to fact-check before publishing or airing information about public figures, particularly in cases where misinformation could harm someone's reputation or livelihood, reflects deontological ethics. For instance, if a media outlet were to report unverified claims about a politician's conduct, a deontologist would argue that the media's duty to truth outweighs any potential benefits of sensationalizing the story for higher viewership. (Christians & Traber, 2004).  A LITTLE ABOUT VIRTUE ETHICS Virtue ethics suggests that journalists should cultivate virtues such as courage (to report the truth, even when it is uncomfortable) and empathy (to consider the human impact of their reporting). (Aristotle, 2009). Media professionals who exhibit virtues like fairness and integrity are more likely to make ethical decisions that promote the public good. 1. Example: In the case of investigative journalism, reporters may face pressure to sensationalize stories for personal or corporate gain. However, a virtuous journalist would act according to moral character, resisting such pressures to ensure that the story serves the public interest and respects individuals' rights. (Christians & Traber, 2004). APPLYING ETHICAL FRAMEWORKS TO PUBLIC COMMUNICATION Incorporating moral philosophies into the daily practice of public relations/ communication is not a theoretical exercise but a practical necessity. PR professionals or media practitioners must be able to properly apply these ethical frameworks to uphold integrity, foster trust, and maintain the reputation of both the organizations they represent. (Kovach & Rosenstiel, 2014).  MAINTAINING HONESTY ETHICAL DILEMMAS RESPECTING PRIVACY MEDIA MIXING WORK WITH PRACTITIONERS FACE PERSONAL VALUES BALANCING CONFIDENTIALITY  MAINTAINING HONESTY Public relations specialists often grapple with the dilemma of shaping public opinion in a favorable light while maintaining a commitment to honesty. Every strategy and message they craft must walk a fine line between persuasive narrative and factual representation. The ethical quandary arises when the temptation to embellish or distort facts can potentially lead to greater success for a client. Navigating this challenge requires a strong moral compass and adherence to ethical guidelines in the profession. It's paramount for public relations professionals to reflect on the long-term implications of their strategies. (Cowan, 2005).  RESPECTING PRIVACY The struggle between respecting an individual's privacy and the public's right to know is a constant battle. These professionals must decide if disclosing information could be justified in the context of the greater good. This decision-making process becomes complicated when information is sensitive or personal yet may influence public opinion or welfare. 1. Balancing these competing interests calls for an understanding of both legal ramifications and ethical considerations. Ultimately, public relations practitioners must strive to protect personal boundaries while serving the public interest. (Kovach & Rosenstiel, 2014).  MIXING WORK WITH PERSONAL VALUES Working with controversial individuals can tempt a media practitioner to endorse perspectives or products that clash with their personal or societal values for professional advancement. This dilemma can range from representing a company with questionable business practices to promoting a viewpoint that is contentious. The allure of gaining professional foothold and financial rewards can cloud ethical judgments. It is essential for professionals to thoroughly examine the broader impact of their work on society and their own moral standards. To remain ethical, it is advisable for specialists to align their work with their values and encourage colleagues to do the same. (Christians & Traber, 2004).  BALANCING CONFIDENTIALITY Withholding information for the benefit of an organization is yet another ethical conundrum faced by public relations experts. The decision to keep certain details confidential can protect an organization's reputation, but it may also lead to public deceit if the information is pertinent to stakeholder interests. Specialists must judiciously determine when omitting information crosses the line from strategic communication to misleading the public. Upholding the organization's image must not come at the cost of losing the trust of the audience. Professionals are encouraged to foster a culture of openness and to promote the disclosure of essential information in their practice. (Kovach & Rosenstiel, 2014).  IMPORTANCE OF ETHICAL STANDARDS IN MEDIA Ethical standards in media are crucial for maintaining trust, credibility, and the integrity of the media industry. They ensure that journalists and media organizations operate transparently, with accountability, and with a clear commitment to serving the public good. Ethical guidelines are essential in safeguarding the public’s right to accurate, fair, and impartial information, which is vital for democratic functioning.  THE JAYSON BLAIR SCANDAL Jayson Blair, a reporter for The New York Times, was found to have fabricated stories, plagiarized content from other news outlets, and misrepresented quotes and events. This scandal came to light in 2003 after a series of CASE STUDY #1 investigative reports revealed Blair's deception, undermining the credibility of one of America’s most respected newspapers. Blair’s unethical practices resulted in a major internal review at The New York Times, leading to the resignation of several top editors. This case demonstrates how individual ethical lapses can undermine an institution’s reputation and integrity. It raised questions about the editorial oversight, the responsibilities of journalists to tell the truth, and the impact of these breaches on public trust in media.  CHALLENGES IN MAINTAINING ETHICAL STANDARDS PROFIT MOVE RISE OF SOCIAL MEDIA BIAS Many media outlets are Media organizations The advent of social accused of having often face commercial media and citizen political or ideological pressures to prioritize journalism has blurred the lines between biases, which can profits over ethical professional journalism compromise their practices. The drive to and unverified content. journalistic integrity. attract more viewers, While social media Journalists and media listeners, or readers can offers a platform for organizations may face result in sensationalism, free expression and internal or external clickbait headlines, or information sharing, it pressure to shape biased reporting. In an era also amplifies narratives in a of declining revenue misinformation and fake particular way to align from traditional news. (Lazer et al., 2018). with political views advertising, (mcnanus, (mcnanus,1994) 1994)  INTERSECTION OF FAITH IN THE PRACTICE OF PUBLIC COMMUNICATION The intersection between religion and the media first came to public and scholarly attention in the middle of the twentieth century. At that time, the “presenting problem,” as it was called, was the emergence of religious broadcasts not sanctioned by religious and secular authorities. Interest was heightened in the 1970s when another new phenomenon, televangelism, burst onto the scene. The intersection of faith and the practice of public communication is crucial, especially in a world where media shapes public perception, policy, and discourse. Faith can inform how communicators approach truth, ethics, and social responsibility, and it often provides a moral framework that influences communication practices. (Carnegie Council, n.d.).  INFLUENCE OF CHRISTIANITY ON PUBLIC COMMUNICATORS’ ETHICAL CONDUCT Christianity has a long tradition of moral teachings that influence the ethical conduct of public communicators. The Christian faith emphasizes principles such as truth, honesty, compassion, and stewardship, which can be reflected in the media and public communication. Faith offers a valuable ethical framework that can help communicators navigate the complexities of modern media and public discourse, providing clarity on how to balance truth, fairness, and social responsibility. (COWAN,2005)  The Christian ethical standard of truth-telling is rooted in biblical scriptures, such as the Ninth Commandment, which prohibits bearing false witness (Exodus 20:16). In public communication, this Truthfulness translates into the importance of factual accuracy and transparency in media reporting. (Bible, n.d.).  1. Christianity also teaches that communicators have a responsibility to act as stewards of the public trust, ensuring that Stewardship their messages contribute positively to society (Cowan, 2005).  THE ROLE OF CHRISTIANITY IN SHAPING MEDIA NORMS Religious institutions have historically played a significant role in shaping the ethical norms and values that guide public communication, especially in societies where religion is a dominant social force. While their influence has varied by culture, religion has shaped ethical standards related to truth-telling, the treatment of individuals, and the public good. Christian teachings about truth, love, and respect for the dignity of the individual have shaped media practices, encouraging fairness, honesty, and compassion in reporting. For example, Christianity places a strong emphasis on truth-telling (e.g., the Ninth Commandment: "Thou shalt not bear false witness against thy neighbor"), which has historically been used to justify honest and ethical journalism.  REFERENCES Aristotle. (2009). Nicomachean ethics (2nd ed.). Oxford University Press. Bentham, J. (1789). An introduction to the principles of morals and legislation. Retrieved from https://www.earlymoderntexts.com/assets/pdfs/bentham1789.pdf Bible. (n.d.). The Holy Bible. Various translations. Christians, C. G., & Traber, M. (2004). Media ethics: The moral foundations of journalism and mass communication. Longman. Cowan, D. (2005). The Vatican and the media: Ethics and the digital age. Journal of Media and Religion, 4(3), 193-213. https://doi.org/10.1207/s15328415jmr0403_1 Kant, I. (1785). Groundwork for the metaphysics of morals. Retrieved from https://www.gutenberg.org/ebooks/5682 Kovach, B., & Rosenstiel, T. (2014). The elements of journalism: What newspersons should know and the public should expect. Crown Publishing. Lazer, D. M. J., et al. (2018). The science of fake news. Science, 359(6380), 1094–1096. https://doi.org/10.1126/science.aap9559 McManus, J. H. (1994). The economic bias of mass media: The challenge of the market and the press. Journal of Communication, 44(3), 23-47. https://doi.org/10.1111/j.1460-2466.1994.tb00811.x Mill, J. S. (1863). Utilitarianism. Retrieved from https://www.utilitarianism.com/utilitarianism.pdf The Invention of Journalism Ethics: The Path to Objectivity and Beyond. (n.d.). Journalism and Communication Monographs, 13(1), 5-49. https://doi.org/10.1177/1522637914549701 White PR. (n.d.). Ethics in public relations. Jori White PR. Retrieved from https://www.joriwhitepr.co.uk/articles/ethics-in-public-relations Lumen Learning. (n.d.). Intersection of American media and culture. Lumen Learning. Retrieved from https://courses.lumenlearning.com/suny- massmedia/chapter/1-2-intersection-of-american-media-and-culture/ PR Thrive. (n.d.). What are common ethical dilemmas in public relations? PR Thrive. Retrieved from https://prthrive.com/qa/what-are- common-ethical-dilemmas-in-public-relations/ Carnegie Council. (n.d.). The place of faith in public life. Carnegie Council for Ethics in International Affairs. Retrieved from https://www.carnegiecouncil.org/media/article/the-place-of-faith-in-public-life StudySmarter. (n.d.). Media ethics. StudySmarter. Retrieved from https://www.studysmarter.co.uk/explanations/media-studies/media- communication/media-ethics/ ResearchGate. (2016). The invention of journalism ethics: The path to objectivity and beyond. ResearchGate. Retrieved from https://www.researchgate.net/publication/291737026_The_Invention_of_Journalism_Ethics_The_Path_to_Objectivity_and_Beyond  Thank You! Do you have any questions for me before we go?