political and government communication and media ethics
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University of South Africa (Unisa)
COM3707 - Political And Government Communication And Media Ethics (COM3707)
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COM3707
MEDIA ETHICS EXAM PACK: QUESTIONS AND
ANSWERS
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,QUESTION 1
“Media workers must make decisions daily and sometimes find themselves in
circumstances that dictate that they go against one obligation to serve a
higher purpose.” (Oosthuizen 2014:10). Discuss in detail what the above
statement is concerned with and discuss any three theories that can be used
by the media practitioners to inform their individual decision making. (34)
The above statement is concerned with media ethics. Ethics is a branch of
philosophy concerned with which human actions are morally permissible and which
are not. Simply said, ethics is concerned with the moral aspect of human life.
Therefore, media ethics is concerned with moral standards (ethics) in the media. It
outlines explicit principles on how journalists and other media professionals should
conduct themselves and how the results of their actions should be assessed.
Theories that can be used by the media practitioners to inform their individual
decision making:
Aristotle’s Golden Mean
This theory is one of the earliest theories. This view holds that virtue is the
foundation of ethical behaviour. Acting with reason or moral ideals is considered to
be virtuous. The theory emphasises the role of the person acting and their
reasoning. The notion is that one knows through practical reason what one should
do, and that one should choose an action that is intended to flourish. The deed itself
must originate from a steadfast, unwavering character. Therefore, character rather
than conduct is the focus here. The aim of a moral existence here is therefore self-
improvement.
According to Aristotle's principle of mean, moral excellence lies in the middle of two
extremes, one of which involves excess and the other lack. According to his golden
mean, morality results when people choose the course of action that lies somewhere
between two extremes of inappropriate behaviour, so long as they stay reasonable,
have unwavering moral principles, and really strive to flourish.
Kant’s categorical imperative
, Morality is the act of adhering to a maxim or principle out of a sense of obligation.
The fundamental tenet of morality, according to Kant, is that a deed must be
performed out of duty for it to have moral value. Therefore, the morally upright
individual will behave out of a sense of obligation. According to Kant, people can
behave decently out of obligation even when it goes against who they are as
persons. Any action can only be defended if it is taken in the performance of a duty.
People have both strong (negative) and meritorious (positive) duties. Therefore, the
test of an act’s morality is whether it can be applied universally.
According to Kant's second principle, individuals should conduct in such a way that
they never view humanity as merely a means to an end. The underlying notion is that
human beings are a means to an end and that no action that disregards human
beings can be considered to be a universal law.
Utilitarianism and John Stuart Mill
Modern utilitarianism originated with British philosophers Jeremy Bentham and John
Stuart Mill and has developed into different philosophical varieties. As an ethical
perspective, these varieties have one thing in common: they decide what is right or
wrong based on what will have the greatest positive impact on human wellbeing.
Duty and universality are irrelevant. Mill’s theory can therefore be regarded as
teleological in nature; he focuses on the outcome of an action. A teleological view
would consequently hold that the end justifies the means.
Utilitarianism contends that the goal of ethics is to minimise suffering and pursue
happiness. Act utilitarianism and rule utilitarianism can now be distinguished. While
rule utilitarianism is concerned with moral standards that are created on the premise
of promoting the greatest general welfare, act utilitarianism questions the activities
that will lead to the greater good.
QUESTION 2
Discuss four theories that spell out the expected function and role of the
media in different political dispensations. Also name and explain the umbrella
term that we use for these kind of theories. (33)
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