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_files_517_51762d031c17d69e7912878c79612aaf - COM 400.21...

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COM 400.21 6/21/16 Professor Smith Mass Media Communications Mass Media Ethics Media codes of ethics and their intent o Media should seek to minimize harm o Stereotypes – should seek to provide context and avoid prejudice; can impact the coverage a story receives o Truth and accuracy – complete objectivity is unattainable, but should strive to be unbiased and tell the truth Categories of Mass Media Journalism o Aims to hold public officials accountable o Informs citizens (members of the community) Public Relations o Influencing public opinions o Creating or changing public beliefs Advertising and Marketing o Sell products o Create favorable beliefs about a product/brand Entertainment o Providing diversion and relaxation for public audience Fundamental Ethical Issues in Media Ethics Hypodermic Needle: views the effects and the power of the mass media to shape public discourse; people assume messages are very powerful o antiquated, not relevant besides seeing how we’ve developed our sense of media o underestimated how powerful the audience is Two-Step Flow: messages from mass media are interpreted by individuals in communities who are seen as opinion leaders Agenda Setting Theory: mass media determines what issues we should think about, but doesn’t determine what we think about the issues o kind of debated whether this is relevant or not Cultivation Theory: George Gerbner, main effects of mass media relates to how much exposure an individual has; heavy users see the world as more threatening o part of your understanding depends on how much media you read / watch / seek out o Agenda setting theory and cultivation theory believe that mass media shapes and restricts general impressions that people have about the world Code of Ethics The American Society of Media Photographers “never alter the content or meaning of a news photograph and prohibit subsequent alterations” Code calls for disclosure – if a photo changed, you must disclose that
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