Existing Ethics Models - Essay Example

Sur Media Ethics Ethics Models Aristotle Aristotle regards ethics as a field different from academic sciences. ForAristotle, the methodology of ethics should acknowledge the fact that oversimplification of the field is true only in some areas. The main concern in studying ethics is the character of an individual's welfare since its goal is to improve human lives. Similar to Plato and Socrates, Aristotle believes that giving importance to virtues is crucial in attaining a well-lived life. However, Aristotle counters Plato's stand that training in metaphysics and the sciences is a requirement to obtain a thorough realization of what is good for the self and society. For Aristotle, proper understanding of and grateful attitude towards wealth, honor, virtue, pleasure, and friendship is what is needed for human to live well. Through appropriate behavior and good upbringing, one must learn the ability to understand, choose, and decide which conduct is best for an occasion. This, of course, should be supported by logical reasoning --- a power that all human beings are capable of. Aristotle also believes that practical wisdom cannot be acquired by following general guidelines. Through practice, every individual should learn the social, emotional, and reflective skills that allow him/her to act in ways that are appropriate for each unique event (Bertrand, 22). Kant The study of duty is called deontology. Deontological ethics is supported by Kant. Surname 2 Per Kant, it is the cause for doing a certain action, rather than the outcome of the deed, that gives it a moral value. Kant's renowned statement regarding duty is "Act according to the belief that you choose and can do so as to make it your entire principle." (Bertrand, 45) Utilitarianism On the other hand, countering Kant's principle on ethics is utilitarianism. Utilitarianism is the thought that a behavior's role in producing advantage for all is the moral value of the deed. Advantage for all involves the summed pleasure or satisfaction for everybody. It means that the outcome establishes the value of any behavior --- the ends justify the means (Bertrand, 25). Pluralism Pluralism is about different values. This ethics model asserts that there are several differing values existing in a diversely peopled world. These values are called duties, and they are unspoken guidelines so every individual's behavior will not threaten other people's happiness and life (Patterson and Wilkins, 12). This ethics model acknowledges the unique roles people play in their every day lives, and the similarly differing values people believe in based on these diverse roles in the society (Bertrand, 29). Commutarianism Commutarianism, on the other hand, places social equality as its guiding principle (Patterson and Wilkins, 14). As every individual is a part of a larger society, it asserts that every one should be sensitive to the consequences of their every action. These actions, must be beneficial not only for themselves, but for the entire society. Communitarianism stresses the relationship of the individual to the society and the correlation of the different social systems --- economic, legal, etc. This ethics model is applicable in evaluating the role of the media in the society, since per Patterson and Wilkins, it enhances the accomplishments of the media as a whole and eliminates possible rivalry among them (15). Surname 3 Ethical Issues in Reporting the Truth Chapter 2: "Taste in Photojournalism" and "Too many Bodies, Too Much Blood" In this case studies, the media had a hard time reporting the truth due to differences in moral sensibilities. A photo journalist may have a hard time distinguishing what is right and moral and what is considerate and moral. Pluralism is very obvious in this case study as different individuals who play different roles may value things at different levels. What may be deemed as a responsible publishing of a photo to warn society may be considered harsh or insensitive towards the feelings of the photo's subject. What may be thought of as newsworthy material or photo may be invasive of the photo subject's privacy. It makes it doubly hard to also consider the effect of these news or photos to society as a whole. However, it is still a journalist's responsibility to report the truth, to make it known to everybody. It is usually difficult to draw a line between what is appropriate and sensitive and what is true and unbiased. Conflicts in Loyalties In chapter 4 of the book Media Ethics: Issues and Cases, Patterson and Wilkins discussed some instances where a journalist loyalty is put under pressure. These pressures are sometimes the choice between personal convictions and what is right for everybody. It is usually tough to weigh the difference between what one believes is right and what is truly right for all concerned. Also, media people, especially the famous ones, are considered "celebrities" in their own right. Their actions in public are consumed by the public. Credibility is also a major concern. An innocent act of fighting for a cause one personally believes in may damage the credibility of this person when dealing with someone who fights for the opposite cause. Another innocent act of running a story one personally believes in but is not totally newsworthy can also damage the credibility of a media personality. Surname 4 Media Accountability and Interest Groups The principle must be that media organizations should rise above their business interests while still fulfilling their moral obligation to the public they serve. Media is a two-way street that creates more than a relation of consumption. It also involves social integration. It is when the responsibility to give the public what is true and what they need to know while benefiting from this is achieved is when media accountability systems simultaneous with interest groups. Public Relations Public relations act ethically when they act not merely based on money and biases (Bertrand, 21). Stories may be publicized on the grounds that "people need to know" while still being impartial to all involved (Shaw, 27). Although it is understandable that the world is full of diverse people, one should still act on the principle of doing the greatest good for the greatest number. In chapter 5 of the book Media Ethics: Issues and Cases, Patterson and Wilkins illustrated some case studies where public relations people acted either ethically or unethically. One example is the case study "Role of public Relations in the Alar Scare." It was unethical that public relations started a scoop based on unproven facts. Though the motive was probably based on the fact that they wanted the people to be aware of the possible danger in what they consume, the scare that the news created is a consequence far worse than the health risk they want to prevent. Bertrand, Claude Jean. Media Ethics & Accountability Systems. New Brunswick, N.J.: Transaction Publishers, 2002. Patterson, Philip, and Lee Wilkins. Media Ethics: Issues & Cases. Boston, Mass: McGraw Hill, 1997. Shaw, Colin. Deciding What We Watch: Taste, Decency, and Media Ethics in the UK and the USA. Oxford, Oxfordshire, England: Clarendon Press, 1999. Read More