This document provides an overview of ethics and morals, theories of ethics including utilitarianism, deontological ethics, and virtue ethics, and principles of ethical journalism. It discusses the difference between ethics, which are external rules or codes, and morals, which are personal principles. Theories of ethics are explained with their pros and cons. Principles of journalism are outlined, including seeking truth, minimizing harm, acting independently, and being accountable. Golden rules of ethical journalism are presented. The conclusion emphasizes the importance of ethical journalism given media's influence on the public.

1. Jagannath Institute of Management Sciences
Vasant Kunj-II, New Delhi - 110070
Subject Name: Presentation
Department of Journalism and Mass Communication
Created By: Sofia Mehta

2. Subject: Presentation
Topic: Theories of Ethics and Morals

3. Topic to be covered
1.General Approach
▰ Ethics and Morals
▰ Theories of Ethics and Morals
2.Journalistic Approach
▰ Journalists: The Eyes of Mankind
▰ Principles of journalism
▰ Introduction to Ethical Journalism
▰ Ethics of journalism
▰ Conclusion

4. General Approach

5. Ethics And Morals
▰ Ethics and morals relate to “right” and “wrong” conduct. While
they are sometimes used interchangeably, they are
different: ethics refer to rules provided by an external source, e.g.,
codes of conduct in workplaces or principles in
religions. Morals refer to an individual’s own principles regarding
right and wrong.
▰ Ethics are external standards that are provided by institutions,
groups, or culture to which an individual belongs. For example,
lawyers, policemen, and doctors all have to follow an ethical code
laid down by their profession, regardless of their own feelings or
preferences. Ethics can also be considered a social system or a
framework for acceptable behaviour.
▰ Morals are also influenced by culture or society, but they are
personal principles created and upheld by individuals themselves.

6. Title (Meaning of dajdhi)
▰ One professional example of ethics
conflicting with morals is the work of a
defence attorney. A lawyer’s morals
may tell her that murder is reprehensible
and that murderers should be punished,
but her ethics as a professional lawyer
require her to defend her client to the
best of her abilities, even if she knows
that the client is guilty.
▰ Ethics are very consistent within a
certain context, but can vary greatly
between contexts.
▰ One professional example to understand
the difference is a rapist going to the
doctor, even though a doctor might not
want to treat the rapist according to his
moral but his professional entity and
code of conduct says otherwise so he
has to treat him despite his personal
opinions. .
▰ An individual’s moral code is usually
unchanging and consistent across all
contexts, but it is also possible for
certain events to radically change an
individual's personal beliefs and values.

7. Theories of Ethics
1. Utilitarian Ethics
The first ethical system in normative ethics, utilitarianism, is
often equated with the concept of “the greatest good for the
greatest number”.
The application of this theory is based on making a decision
based on what will benefit the majority.
The cons of the utilitarian theory:
Con: decision-makers are forced to guess the outcome of their
choice.
Con: harming a minority and benefitting majority doesn't build
mutually beneficial relationships.
Con: it is not always possible to predict the outcome of a
decision.

8. 2. Deontological Ethics
The idea is that “human beings should be treated with dignity
and respect because they have rights”. Put another way, it could
be argued that in deontological ethics “people have a duty to
respect other people’s rights and treat them accordingly.” The
core concept behind this is that there are objective obligations,
or duties, that are required of all people. When faced with an
ethical situation, then, the process is simply one of identifying
one’s duty and making the appropriate decision.
Con: there may be disagreement about the principles involved
in the decision.
Con: the possibility of making a "right" choice with bad
consequence.
Con: the possibility of a conflict in duties.

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3.Virtue Ethics
The consideration in virtue ethics is essentially “what makes
a good person”. Virtue ethics require the decision-maker to
understand what virtues are good for public relations and
then decisions are made in light of those particular virtues.
For example, if the virtue of honesty is the of utmost
importance to a good public relations professional, then all
decisions should be made ethically to ensure honesty is
preserved.
The cons of the Virtue theory:
Con: Misses the importance obligations to client and
publics.
Con: The possibility of a conflict in virtues.

10. Journalistic Approach
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11. Journalists: The Eyes of MANKIND
▰ A true journalist must identify and explain conflicting viewpoints and present before
readers all available views to enable the reader to form his own opinion based on his
judgment and understanding.
▰ The presentation of views must be unbiased. This is a difficult task since there is keen
competition among newspapers and the pressure from broadcast journalism requires a
high development of skills, perception and judgment. New technologies, the opening
of the internet and the wide employment of computers, have made the dissemination
of news instantaneous.
▰ Since it is not possible for newspapers to catch up with television coverage of
important news, it could seek to provide more in-depth reportage of the incident.
Processes of production of television programs have become more efficient and
sophisticated with the employment of computers, the video display terminal, the
photo composition equipment and offset printing.
Journalists have become communicators, shaping the views and outlook of society as a
whole and wielding the power to mold public opinion.

12. Principles of Journalism
1.Journalism's first obligation is to the truth
Democracy depends on citizens having reliable, accurate facts put in a meaningful context.
Journalism does not pursue truth in an absolute or philosophical sense, but it can--and must--
pursue it in a practical sense. This "journalistic truth" is a process that begins with the
professional discipline of assembling and verifying facts. Journalists should be as transparent
as possible about sources and methods so audiences can make their own assessment of the
information. Even in a world of expanding voices, accuracy is the foundation upon which
everything else is built--context, interpretation, comment, criticism, analysis and debate. The
truth, over time, emerges from this forum.
2. Its first loyalty is to citizens
While news organizations answer too many constituencies, including advertisers and
shareholders, the journalists in those organizations must maintain allegiance to citizens and
the larger public interest above any other if they are to provide the news without fear or
favor.

13. 3. Its essence is a discipline of verification
Journalists rely on a professional discipline for verifying information. When the concept of
objectivity originally evolved, it did not imply that journalists are free of bias. It called, rather,
for a consistent method of testing information--a transparent approach to evidence--precisely
so that personal and cultural biases would not undermine the accuracy of their work. The
method is objective, not the journalist. Seeking out multiple witnesses, disclosing as much as
possible about sources, or asking various sides for comment, all signal such standards. This
discipline of verification is what separates journalism from other modes of communication,
such as propaganda, fiction or entertainment. But the need for professional method is not
always fully recognized or refined.
4. Its practitioners must maintain an independence from those they cover
Independence is an underlying requirement of journalism, a cornerstone of its reliability.
Independence of spirit and mind, rather than neutrality, is the principle journalists must keep in
focus. While editorialists and commentators are not neutral, the source of their credibility is
still their accuracy, intellectual fairness and ability to inform--not their devotion to a certain
group or outcome. In our independence, however, we must avoid any tendency to stray into
arrogance, elitism, isolation or nihilism.

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5. It must serve as an independent monitor of power
Journalism has an unusual capacity to serve as watchdog over those whose power and
position most affects citizens. The Founders recognized this to be a rampart against
despotism when they ensured an independent press; courts have affirmed it; citizens rely
on it. As journalists, we have an obligation to protect this watchdog freedom by not
demeaning it in frivolous use or exploiting it for commercial gain
6. It must provide a forum for public criticism and compromise
The news media are the common carriers of public discussion, and this responsibility
forms a basis for our special privileges. This discussion serves society best when it is
informed by facts rather than prejudice and supposition. It also should strive to fairly
represent the varied viewpoints and interests in society, and to place them in context rather
than highlight only the conflicting fringes of debate. Accuracy and truthfulness require
that as framers of the public discussion we not neglect the points of common ground
where problem solving occurs.

15. Golden Rules of Ethical Journalism
Members of the Society of Professional Journalists believe
that public enlightenment is the forerunner of justice and
the foundation of democracy. Ethical journalism strives to
ensure the free exchange of information that is accurate,
fair and thorough. An ethical journalist acts with integrity.
The Society declares these four principles as the foundation
of ethical journalism and encourages their use in its practice
by all people in all media.

16. 1. Seek Truth and Report It
Ethical journalism should be accurate and fair. Journalists should be honest and courageous
in gathering, reporting and interpreting information. Journalists should:
▰ Take responsibility for the accuracy of their work. Verify information before releasing
it. Use original sources whenever possible.
▰ Remember that neither speed nor format excuses inaccuracy.
▰ Provide context. Take special care not to misrepresent or oversimplify in promoting,
previewing or summarizing a story.
▰ Identify sources clearly. The public is entitled to as much information as possible to
judge the reliability and motivations of sources.
▰ Diligently seek subjects of news coverage to allow them to respond to criticism or
allegations of wrongdoing. .
▰ Be vigilant and courageous about holding those with power accountable. Give voice to
the voiceless.

17. 2. Minimize Harm
Ethical journalism treats sources, subjects, colleagues and members of the public as human
beings deserving of respect. Journalists should:
▰ Balance the public’s need for information against potential harm or discomfort. Pursuit
of the news is not a license for arrogance or undue intrusiveness.
▰ Show compassion for those who may be affected by news coverage. Use heightened
sensitivity when dealing with juveniles, victims of sex crimes, and sources or subjects
who are inexperienced or unable to give consent. Consider cultural differences in
approach and treatment.
▰ Recognize that legal access to information differs from an ethical justification to
publish or broadcast.
▰ Realize that private people have a greater right to control information about themselves
than public figures and others who seek power, influence or attention. Weigh the
consequences of publishing or broadcasting personal information.
▰ Avoid pandering to lurid curiosity, even if others do.

18. 3. Act Independently
The highest and primary obligation of ethical journalism is to serve the public. Journalists
should:
▰ Avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.
▰ Refuse gifts, favors, fees, free travel and special treatment, and avoid political and
other outside activities that may compromise integrity or impartiality, or may damage
credibility.
▰ Be wary of sources offering information for favors or money; do not pay for access to
news. Identify content provided by outside sources, whether paid or not.
▰ Deny favored treatment to advertisers, donors or any other special interests, and resist
internal and external pressure to influence coverage.

19. 4. Be Accountable and Transparent
Ethical journalism means taking responsibility for one’s work and explaining one’s
decisions to the public. Journalists should:
▰ Explain ethical choices and processes to audiences. Encourage a civil dialogue with
the public about journalistic practices, coverage and news content.
▰ Respond quickly to questions about accuracy, clarity and fairness.
▰ Acknowledge mistakes and correct them promptly and prominently. Explain
corrections and clarifications carefully and clearly.
▰ Expose unethical conduct in journalism, including within their organizations.
▰ Abide by the same high standards they expect of others

20. “The ethic of the journalist is to
recognize one's prejudices, biases, and
avoid getting them into print”
Walter Cronkite

21. Conclusion
▰ Ethics and morals relate to “right” and “wrong” conduct. While
they are sometimes used interchangeably, they are
different: ethics refer to rules provided by an external source,
e.g., codes of conduct in workplaces or principles in
religions. Morals refer to an individual’s own principles
regarding right and wrong.
▰ In retrospect to the influence of media on public, the need of
ethical journalism is heightened by every passing minute.
▰ The responsibility vested in us as professionals is very high and
hence the ideals of a good professional incline highly to unbiased
decision making and good morals as a person.
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22. Thank You !!