Wednesday, 30 October 2013

Feature Writing and Journalism Ethics: The power of words

At the beginning of every semester, Russell Frank, Penn State associate professor of communications, tells his journalism ethics class that something big is going to blow up in the media. So big, in fact, that they will be able to cover half of the topics of the class from one media story. What Frank didn’t know was that during this semester, that story would be about Penn State.
Frank has found instructional opportunities in two of his classes, feature writing and journalism ethics. Students in his feature writing class studied scene-setting pieces that introduced State College and the mood of the town.
Frank had his students search Google for news stories about the issue. “We found countless stories using the words ‘nestled,’ ‘sleepy’ and the phrase, ‘things aren’t supposed to happen in a place like this.’ We talked about parachute journalism, where reporters drop into a town they’ve never been to before, have preconceptions about the town and write it all down before they even get off the plane.”
His writing class also found a lot of weather descriptions in articles attempting to connect those terms to the community's collective mood, regardless of what the weather was. Examples included, “The glorious blue sky and bright golden leaves of Happy Valley are a dark contrast to what is going on at the Penn State campus."
“This happens when you read about lurid crimes in the media,” Frank said. “Towns in mountains or valleys are always nestled, they’re always sleepy and you’d never expect such a heinous crime to happen in a place like this -- it never fails. It’s been a good tool in studying preconceptions made by the media.”
The bulk of Frank’s journalism ethics syllabus has played out in the past two weeks. Frank said that on Nov. 10, the Thursday after some Penn State students protested the firing of Penn State football coach Joe Paterno, he found his students were angered by the behavior they’d seen from the media and needed to talk it out.
Frank’s ethics class also examined the media’s use of graphic language that appeared in the Grand Jury report related to the Sandusky case. There’s a difference, he said, between a newspaper using the words “inappropriate behavior” and “anal rape” to describe what was included in the report. Students discussed what readers wanted to see in their morning paper over a cup of coffee, compared with the importance of describing the severity of what Sandusky has been accused of doing.
They also spoke about privacy issues in sexual assault cases, noting that the mother of one of the victims spoke to The Patriot-News of Harrisburg, Pa., but she was not named to protect the identity of her son.
Students also talked about the conflict of interest regarding Penn State employees and alumni covering the story. While these people can offer an insider’s insight on the campus community, he said they also need to be up front about their background before offering that perspective.

“We were able to cover privacy, graphic language, sensationalism and conflict of interest, most of the topics we cover each semester in this class,” Frank said. “Never have I seen students so engaged. This is happening in their own backyard. I think it’s important to incorporate this lesson, since it’s already on everyone’s mind.”

Ethics In Advertising

Ethics In Advertising
Ethics means a set of moral principles which govern a person’s behavior or how the activity is conducted. And advertising means a mode of communication between a seller and a buyer.
Thus ethics in advertising means a set of well defined principles which govern the ways of communication taking place between the seller and the buyer. Ethics is the most important feature of the advertising industry. Though there are many benefits of advertising but then there are some points which don’t match the ethical norms of advertising.
An ethical ad is the one which doesn’t lie, doesn’t make fake or false claims and is in the limit of decency.
Nowadays, ads are more exaggerated and a lot of puffing is used. It seems like the advertisers lack knowledge of ethical norms and principles. They just don’t understand and are unable to decide what is correct and what is wrong.
The main area of interest for advertisers is to increase their sales, gain more and more customers, and increase the demand for the product by presenting a well decorated, puffed and colorful ad. They claim that their product is the best, having unique qualities than the competitors, more cost effective, and more beneficial. But most of these ads are found to be false, misleading customers and unethical. The best example of these types of ads is the one which shows evening snacks for the kids, they use coloring and gluing to make the product look glossy and attractive to the consumers who are watching the ads on television and convince them to buy the product without giving a second thought.
Ethics in Advertising is directly related to the purpose of advertising and the nature of advertising. Sometimes exaggerating the ad becomes necessary to prove the benefit of the product. For e.g. a sanitary napkin ad which shows that when the napkin was dropped in a river by some girls, the napkin soaked whole water of the river. Thus, the purpose of advertising was only to inform women about the product quality. Obviously, every woman knows that this cannot practically happen but the ad was accepted. This doesn’t show that the ad was unethical.
Ethics also depends on what we believe. If the advertisers make the ads on the belief that the customers will understand, persuade them to think, and then act on their ads, then this will lead to positive results and the ad may not be called unethical. But at the same time, if advertisers believe that they can fool their customers by showing any impractical things like just clicking fingers will make your home or office fully furnished or just buying a lottery ticket will make you a millionaire, then this is not going to work out for them and will be called as unethical.
Recently, the Vetican issued an article which says ads should follow three moral principles - Truthfulness, Social Responsibility and Upholding Human Dignity.
Generally, big companies never lie as they have to prove their points to various ad regulating bodies. Truth is always said but not completely. Sometimes its better not to reveal the whole truth in the ad but at times truth has to be shown for betterment.
Pharmaceutical Advertising - they help creating awareness, but one catchy point here is that the advertisers show what the medicine can cure but never talk about the side effects of that same thing or the risks involved in intake of it.
Children - children are the major sellers of the ads and the product. They have the power to convince the buyers. But when advertisers are using children in their ad, they should remember not to show them alone doing there work on their own like brushing teeth, playing with toys, or infants holding their own milk bottles as everyone knows that no one will leave their kids unattended while doing all these activities. So showing parents also involved in all activities or things being advertised will be more logical.
Alcohol - till today, there hasn’t come any liquor ad which shows anyone drinking the original liquor. They use mineral water and sodas in their advertisements with their brand name. These types of ads are called surrogate ads. These type of ads are totally unethical when liquor ads are totally banned. Even if there are no advertisements for alcohol, people will continue drinking.
Cigarettes and Tobacco - these products should be never advertised as consumption of these things is directly and badly responsible for cancer and other severe health issues. These as are already banned in countries like India, Norway, Thailand, Finland and Singapore.
Ads for social causes - these types of ads are ethical and are accepted by the people. But ads like condoms and contraceptive pills should be limited, as these are sometimes unethical, and are more likely to loose morality and decency at places where there is no educational knowledge about all these products.
Looking at all these above mentioned points, advertisers should start taking responsibility of self regulating their ads by:
§ design self regulatory codes in their companies including ethical norms, truth, decency, and legal points
§ keep tracking the activities and remove ads which don’t fulfill the codes.
§ Inform the consumers about the self regulatory codes of the company
§ Pay attention on the complaints coming from consumers about the product ads.
§ Maintain transparency throughout the company and system.
When all the above points are implemented, they will result in:
§ making the company answerable for all its activities
§ will reduce the chances of getting pointed out by the critics or any regulatory body.
§ will help gain confidence of the customers, make them trust the company and their products.


Ethics and Filmmaking in Developing Countries

Filmmaking is an excellent way to raise awareness and draw attention to a certain topic or issue. However, before creating a film, there are many ethical issues which must be considered.

The Effect of the Film on its Actors

Since those being filmed open up their lives to the filmmaker, the filmmaker has the responsibility to consider how the film will impact those in it. Though the issue is complex, the book Introduction to Documentary by Bill Nichols provides insight: “What to do with people? Put differently, the question becomes, ‘what responsibility do filmmakers have for the effect of their acts on the lives of those filmed?’ Most of us think of the invitation to act in a film as a desirable, even enviable, opportunity. But what if the invitation is not to act in a film but to be in a film, to be yourself in a film? What will others think of you; how will they judge you? What aspects of your life may stand revealed that you had not anticipated? … These questions have various answers, according to the situation, but they are of a different order from those posed by most fictions. They place a different burden of responsibility on filmmakers who set out to represent others rather than to portray characters of their own invention. These issues add a level of ethical consideration to documentary that is much less prominent in fiction filmmaking.”
Thus, filmmakers have the responsibility to protect the actors, and should strive to cause them no harm. However, often protecting actors is at odds with the desires of the filmmakers to create a compelling and authentic film. “Given that most filmmakers act as representatives of those they film or of the institution sponsoring them rather than as community members, tensions often arise between the filmmaker’s desire to make a compelling film and the individual’s desire to have their social rights and personal dignity respected.” Therefore, achieving an appropriate balance between creating an authentic, compelling film and protecting actors’ rights is essential.

Case Study: The Kite Runner

The Kite Runner is a recent film which faced the ethical dilemma of balancing authenticity with respecting and protecting its actors.  Since the movie is about two boys and their friendship as they grow up in the 1970s in Kabul, Afghanistan, the director decided to shoot the film with Afghani actors. “But they stumbled into an international controversy when the child actors said they feared being harmed by Afghans offended by a rape scene.” Just as the film was about to be released, Afghanistan became increasingly unstable. This caused a lot of fear and anxiety among the actors who thought they would be harmed by other Afghanis due to the controversial nature of the scene. One of the actors, Ahman Khan Mahmoodzada “told reporters that he feared he and his family could be ostracized or even attacked because of the scene.”  Thus, “the film’s theatrical debut was delayed six weeks to allow four boys to get out of Kabul, underscoring the political and financial risks filmmakers take when they make movies in conflict zones.”  Though it is commendable that the directors delayed the release of the film, so that the actors could get out of danger, this did not completely resolve the problem. Ebrahimi, one of the child actors involved in the rape scene, “stated that he wishes he’d never done the movie, because he’s received threats on his life, and essentially has to live indoors.” This example shows the lasting repercussions that a film can have on its actors. Though Ebrahimi and other actors in the Kite Runner, made a lot of money from the movie, it is still debatable if the filmmakers overall improved the lives of these children. “Are filmmakers in the wrong when they use young actors from developing countries? Or are they doing a service to these young children and improving their lives?... It definitely changes their lives- sometimes for the better, sometimes for the worse.” The answers to these questions are complex, and vary on a case by case basis. Nevertheless, it is essential that filmmakers try to minimize harm to those involved in the film.

Informing People of the Film’s Purpose and How They Will Be Represented

In addition to preventing harm to those in a film, filmmakers should strive to make them aware of how they will be represented in the film and how the film will be used. “Ethics exist to govern the conduct of groups regarding matters for which hard and fast rules, or laws, will not suffice. Should we tell someone we film that they risk making a fool of themselves or that there will be many who will judge their conduct negatively?... Should Michael Moore have told the people of Flint, Michigan, he interviews in Roger and Me that he may make them look foolish in order to make General Motors look even worse?... These questions all point to the unforeseen effects a documentary film can have on those represented in it. Ethical considerations attempt to minimize harmful effects.”  The example of Roger and Me illustrates how films can be purposely manipulative and how they can be potentially dangerous to a person’s reputation. Thus, it is ethically imperative that those filmed be aware of how they will be portrayed in a film and how it will be used. Steven Ascher, filmmaker and founder of West City Films corroborates this ethical imperative and explains, “They let you be there as their life unfolds…and that carries with it a responsibility to try to anticipate how the audience will see them, and at times to protect them when necessary.” 
When people from developing countries are involved, instilling this understanding, ensuring transparency and protecting people’s rights are even more critical. This is so important because the people being filmed expose their lives to a stranger and, as a consequence, are extremely vulnerable. Moreover, in developing countries this power differential is often exacerbated by differences in economic power between the filmmaker and the subject. “In thinking about their subjects, filmmakers typically described a relationship in which the filmmaker had more social and sometimes economic power than the subject.”Given this power differential, it is essential that filmmakers inform their subjects about how they will be represented, and it is critical that they treat them with respect.

Reflect Reality

 “Documentaries may represent the world in the same way a lawyer may represent a client’s interests: they put the case for a particular view or interpretation of evidence before us. In this sense, documentaries do not simply stand for others, representing them in ways they could not do themselves, but rather they more actively make a case or argument; they assert what the nature of a matter is to win consent or influence opinion.”As stated, most documentaries are biased in one way or another in order to prove their point and make a more compelling argument. Nevertheless, when representing a community or issue, it is important to portray multiple voices and perspectives, or, at the very least, acknowledge that they exist.

Case Study: Sicko

Sicko is a provocative and controversial film about the American health care system. The movie contends that the American system is a disaster and that a state-run, universal health care system would be better. Moore uses personal anecdotes and statistics to prove his point. He interviews doctors and patients in countries with state-run health care systems such as Canada, Britain and France who extol their systems of universal care. He also conducts interviews with American patients who have been denied care, such as 9/11 rescue workers who were denied government funds to care for their subsequent physical and psychological ailments. However, the documentary presents a one-sided viewpoint and fails to mention people who have benefitted from the American system. It also fails to critique universal health care systems.  “While the movie does a good job of showing how private insurance companies ration care, it does not show that Europe is also rationing care. In the American system, private companies do deny care to some people or drop them from coverage… however, the Canadian and European systems also ration care through longer wait times and not covering certain procedures.” In addition, “Moore has been accused of presenting only the most favorable information for his side and ignoring or downplaying the positives on the other side… The stories and images of health-care ‘victims’ are highly visible in Sicko, compared with alternative perspectives, which are nearly invisible. There are no anecdotes of people who have had positive experiences with their health-insurance coverage… We see no testimonies of people who have had negative experiences with health care in Cuba or in Canada. Another way in which Moore downplays the ‘other side’ is by objectifying them: health-insurance executives and hospital administrators are faceless, anonymous villains who voices are heard second-hand or not at all.”

Case Study: Good Fortune

Unlike Sicko, which very clearly uses one perspective to represent reality, Good Fortune demonstrates multiple voices to represent a community and portray their reality. Good Fortune is a film about development projects, which focuses on community members instead of emphasizing policy makers and the people giving out aid. The film follows two Kenyans, Silva, a midwife and community leader who lives in Kibera, Nairobi’s largest slum, and Jackson, a farmer in the rural swamp area. Both of their lives have been affected by outsiders’ projects. Silva’s home and job are being threatened by the United Nations HABITAT program which hopes to improve upon the “deplorable living conditions” in the slum by demolishing sections of it and replacing the houses with cement, block-styled apartments. As the UN-HABITAT’s project director explains, “it is absolutely unacceptable that Kibera exists.” Though there are aspects that could be improved upon in the slum, such as the lack of indoor plumbing or electricity, many of the people who actually live there are happy. Silva explains, “since I came from home, I have seen a big difference in my income, so I am happy to stay in Kibera. There’s a lot of trash, but life is good.” She also mentions how if she is evicted from the slum, she will not be able to find other affordable housing, so she’d “prefer it if those people just let us stay in the slum.” Jackson is a farmer whose land and livelihood is being threatened by the plans of Dominion Farms Limited, a farming company that plans on flooding the land to create rice paddies. Dominion Farms hopes that the farm will help alleviate poverty by providing food, jobs, and stimulating the local economy. Though this may be a well-intentioned idea, Jackson explains, “I am not poor I have resources… and that resource is being taken away by a developer.” By including Silva, Jackson, as well as the perspectives of UN Officials and the CEO of Dominion Farms Limited, Good Fortune, effectively illustrates many different voices and opinions regarding aid work. The movie also acknowledges that not everyone in the communities was against the aid work. The many different opinions represented more accurately reflect the realities and complexities of aid work than a one-sided film would have done.

Conclusion

When making a film, there are many choices and options for filmmakers. Filmmakers must determine what clips to include, what people to film, and how to represent the film participants. Therefore, it is important for filmmakers to realize the repercussions of their decisions. Filmmakers should strive to do no harm to the people they are filming, and they should strive to represent them in the best way possible, or otherwise inform them of how they will be presented. In addition, though filmmakers typically create a film to represent a point of view, they should not use one voice or perspective to represent an entire community or issue.


Media Ethics

Suicides are often more than newsworthy, writes Stephen J.A. Ward, they challenge journalists to explore economic and social issues in their community. "Minimize harm" is the proper principle, not "do no harm."

Reporters and their news organizations are frequently accused of exploiting people who are vulnerable, or in the grip of personal tragedy.

The journalist is portrayed as a vulture swooping down to feast on the afflicted. AuthorJanet Malcolm once compared the journalist to "a kind of confidence man, preying on people's vanity, ignorance or loneliness, gaining their trust and betraying them without remorse."

Complaints of exploitation arise regularly — with every media frenzy, with every tragedy, with every callous act by a reporter.

Recently, there was controversy in Toronto when the news media reported that David Dewees, a high school teacher, committed suicide after being charged with using the Internet to attempt to lure two boys into sexual touching. The news media also has been criticized for reporting on the grief of families who have lost a child to the H1N1 virus.

In both cases, members of the public complained that the news media used the tragedies to sell the news. Commentators called on the media to stop reporting such events, and follow the principle of "do no harm." Reviewing the H1N1 coverage, one person asked the media to stop broadcasting images of the "sobbing parents." The commentator concluded: "This is exploitation."

The pain of publicity is real. But it would be a mistake to conclude that journalists should not cover these personal tragedies. Also, it is a mistake to see reporting on these tragedies as, unavoidably, exploitation. Whether it is exploitation depends on how the event is covered.

Take the case of suicides. To be blunt, suicides are frequently newsworthy – a public official in trouble commits suicide, a distraught military hero takes his life. But these cases are frequently more than newsworthy. They challenge journalists to explore the economic and social factors that may help to induce suicidal behavior. When we witness a string of suicides at a school or in an aboriginal community, suicide is no longer personal but social. It is the responsibility of journalists to explore the reasons for these disturbing patterns in the fabric of society.

Even when suicides are not part of a pattern, there are reasons for reporting them. Journalists should maintain a daily record of events so that uncomfortable topics are discussed publicly. In this way, suicides and the death of children to disease — and many other problems — are not hidden behind closed doors, leaving public discussion to feast on rumour and speculation.

Unfortunately, the glare of publicity must be endured.

When do we exploit?

Covering tragedies is not an act of exploitation.

Journalists can exploit people for dramatic interviews and emotional images. Any professional in whom some measure of trust has been placed can betray that confidence.

What counts as exploitation? To exploit is to unfairly use people in a less powerful position to achieve your own ends — without a thought to their needs and interests. As Kant famously said, the basic principle of all ethics is: Do not treat other people only as a means to your ends.

The word "only" is crucial. It acknowledges that we often legitimately use other people as a means to our goals. I use the garage mechanic as a means to fixing my car so I can drive to work, but I do not exploit him. I do not exploit people who work for me if I show them respect. That is, I do not harm their interests, and I adequately pay them for their work. In this way I treat people as both a means and an end-in-themselves.

In journalism, Kant's principle works like this: In reporting on a person's tragedy I am, on one level, treating this event as a means to my end of getting the story. But on another level, I am not exploiting the situation if I treat the persons in question with respect and attempt to minimize harm.

If I report on the death of a child in an accident, Kant's principle requires that my approach to the family should be compassionate. I request a family comment or interview but I back off if they firmly express a desire to be left alone. If I obtain an interview, I follow well-known guidelines for dealing with traumatized people, such as the guidelines from the Dart Center for Journalism & Trauma.  

For suicides, the initial reports should stay close to the known facts. Reporters should avoid speculating about reasons for the suicide and avoid fantasizing about what may have been in the mind of the person at the time. Journalists should investigate whether there are economic, social, or other factors that prompted the suicide: for example, the bullying of a homosexual student at school.

To avoid copycat behavior, reporters should avoid sensationalizing a suicide. They should avoid treating suicide as an unexplainable, personal decision that lacks causes and cannot be prevented. The reports should tell people where they can find help. Journalists should bring the community together to openly face a suicide problem. Journalists can avoid exploiting suicides if they follow basic guidelines, such as those provided by The Canadian Association for Suicide Prevention.

Note that the principle behind such coverage is not "do no harm." The principle is "minimize harm." Minimizing harm is the proper principle since journalists do some harm to someone with almost every story. A negative book review harms the book sales for the author; reporting that Mary appeared in court harms Mary's reputation. Such harms are justified because they are part of journalism's social role to inform the public and comment freely.

The issue of exploitation is not whether journalists benefit from getting a good story by covering death or destruction. The issue is how journalists approach and actually report on these difficult situations.

Are journalists necessarily exploiters? No. They do not need to be. Malcolm was wrong.

Ethical journalists still "get the story" but they do so in responsible ways that avoid callous harassment and crude exploitation.

Unethical journalists can be exploiters. But the same can be said of every other profession.

Crime and Indian Journalism

On the evening of December 16, 2012 a 23-year-old woman and her male companion boarded one of the private buses which often ply the roads of Delhi, the bustling metropolis and capital of India .  These buses charge travelers a nominal amount to take them short distances.
The detail of the events which followed have been covered extensively by the Indian and international media. The woman, a physiotherapy intern, was raped by a group of men inside the moving bus; she was beaten and mutilated with an iron rod to the point that she was disemboweled. Battered, naked and bleeding profusely, the two were dumped near an expressway in Delhi, where they were found by a passer-by. The woman died from her injuries thirteen days later while undergoing emergency treatment in Singapore.
Six men were charged in connection with the assault and were arrested. Police claim that the main accused, the driver of the bus, Ram Singh, has since committed suicide in prison; the rest of the men await trial in Delhi’s Tihar jail.
What was new about this news story?
Delhi, after all, had frequently been referred to as the rape capital of the world with 706 rapes reported in 2012, and a city where, activists believe, the majority of rapes go unreported. Conviction rates are near zero; one person was convicted of rape in Delhi in the year 2012 and he received a prison sentence of three years, light by Western standards. Most rapists are simply ticketed and let go. With more than 24,000 reported cases in 2011, rape in India registered a 9.2% rise over the previous year. More than half (54.7%) of the victims were aged between 18 and 30 and Delhi accounted for over 17% of the total number of rape cases in the country. Research by economists Siwan Anderson and Debraj Ray estimates that in India, more than two million women go missing every year, starting in utero (with sex-selective abortion), followed by a life of violence, inadequate healthcare, inequality, neglect, bad diet, and lack of attention to personal health and well-being.

“MEDIA HAS GIVEN THE MIDDLE-CLASS A VOICE”

“This case has jolted the consciousness of middle-class India like never before,” says Vipul Mudgal, renowned journalist and media scholar at the Delhi-based think-tank, Centre for the Study of Developing Societies. Denying that the coverage in the media was only about rape, Mudgal suggests, “What’s different [about this story] is that the media has given the middle-class a voice.”
Like the rest of the economy, media in India have undergone enormous changes in the past two decades. Post economic liberalization, Indian television has grown exponentially with more than 800 channels, out of which roughly 300 are round-the-clock all-news channels available in multiple languages. There are 330 million newspapers sold daily in the country. Second only to China, a staggering 900,000 million, about 75% of the population, has access to mobile phones. And there are 65 million Facebook users and an estimated 35 million Twitter accounts.
“For years, the political elites had side-stepped the middle-class since their numbers were relatively small and they were not seen as critical voters,” says Mudgal.
The Indian middle class today accounts for about 270 million people; this number is expected to rise by 40% in the next decade. There is a clear and palpable shift in the way politicians view middle-class citizens as they become economically stronger and technologically savvy.
In the last decade, India has experienced citizen activism among middle-class, upwardly mobile young men and women, especially against police corruption and the failure of the judiciary to act in gender-based crimes. This follows the growth of the neoliberal economy which has led to a generation of newly empowered young women who are going out to work in larger numbers than ever before. Changes came with the extensive media coverage following the murders of two young women, Priyadarshini Mattoo and Jessica Lal.
Priyadarshini Matoo was a 25-year-old law student who was found raped and strangled at her house in Delhiin January 1996. The main accused, Santosh Kumar Singh, the son of a high-level police Inspector General, was acquitted by a trial court in 1999. Wall-to-wall coverage by the media led to the reversal of the decision in 2006 by the Delhi High Court which awarded Singh the death penalty – a sentence commuted in 2010 to life in prison.

Jessica Lal was a fashion model in Delhi who was working as a bartender at a high-end party when she wasshot dead in April 1999.  The accused, Manu Sharma, was the son of a wealthy and influential Member of Parliament. Several news channels and newspapers took up Lal family’s cause and started a campaign focusing on justice for Jessica. After first being acquitted in a lower court, Sharma was eventually retried and found guilty and sentenced to life in prison.
“This is a highly informed middle-class,” says Paranjoy Guha Thakurta, journalist and social commentator, “they are speaking up against the apathy of the political elites and absence of efficient governance and media is articulating this anger.”
Guha Thaukrta, who has written about social movements and ethics in Indian media, believes that this case is a historic turning point. “This not a movement against a single case of rape but against government corruption, lack of security, failing public transportation, and the entire political class,” he argues.
Guha Thakurta is referring to the large anti-rape protests which followed the initial assault in December. University students, labor unions, NGOs, housewives, and working men and women came to Delhi’s major public landmarks, India Gate and Jantar Mantar, to protest. The initial response of the government to these protests was brutal and immediate. They deployed large police force which used water cannons, lathi charge (baton charge), and tear gas to disperse the crowds; the underground public transport system was shut down and certain city spaces became out of bounds.
The news media not only covered the brutality of the attack and the protests, it provided round-the-clock space for the protestors to voice their anger. News specials, with provocative titles such as “Speak Up Delhi“, “Enough is Enough” and “Why India is no place for Women?” were broadcast daily; reporters were shown frequently interviewing protestors who were referred to as “aam janta” (regular folks). Newspapers captured the social media zeitgeist in reporting the case of 19-year-old Sambhavi Saxena arrested during one such protest. On her journey to and at the police station, the 19-year-old Tweeted  to India and the world highlighting her plight. Her tweet, “Illegally being held here at Parliament St Police Station Delhi w/ 15 other women. Terrified, pls RT” led to more than 1700 people re-tweeting her original tweet. According to Favstar, the social media analytics site, her tweets reached over 200,000 people within hours. All this resulted in the galvanizing of civil society where lawyers and activists arrived at the police station to offer help and advice. New Delhi Television (NDTV), an all-news cable channel, ran an hour-long special program titled, “Young India Rising” about Saxena’s arrest.
Within days the government began backtracking. The Prime Minister announced revisions in laws on sexual assault and government committees were quickly set up to review safety for girls and women.
“Government was using old-style policing on the street but ultra-modern spin doctoring in the media,” says Mudgal. To counter the protests and criticisms, the Home Secretary of India, R. K. Singh, and Delhi Police Commissioner, Neeraj Kumar, quickly held a press conference on December 21 to announce how the police had reached the victims in “six minutes and apprehended the criminals in 24 hours.”
“But media,” says Mudgal, “continued to legitimize the protests by the young, educated, urban population and to give a voice to their pent-up frustration at the inefficiency and corruption of the system and not simply to view this as a ‘law and order’ problem.”

ETHICS OF RAPE REPORTAGE

On January 8, Zee News, a 24-hour news and current affairs channel, broadcast an interview of the male companion of the victim who himself was badly beaten during the assault. Alternately referred to as “Deepak” and “Abhimanyu”, the interviewer did not reveal his real name. The man provided details of the attack and its aftermath, one in which the assailants had laid a carefully planned trap and neither citizens nor police rushed to help the injured couple.
Delhi police immediately announced that they planned to file a case against Zee News  for broadcasting the interview. The case was to be filed under Section 228 (A) of the Indian Penal Code, which deals with the disclosure of identity of victims of certain crimes, including rape (as of the writing of this article, no such case had been filed).
Ironically, journalists at Zee News confirm that senior news producers at Zee had sent an email to all the journalists in the organization reminding them that Zee was not to name the rape victim or the witness.
“I think Zee News did us all a service by holding the mirror up to society and to the police,” says S. Jaganathan, a reporter for Lok Sabha TV.  “They may have broken the law by revealing the witness’ identity, but they have done their duty as citizens. Zee did not name the witness or the victim. They only interviewed the witness.”
The victim was given fictitious names such as “Damini”, “Amanat” and “Nirbhaya” by different media outlets. The names were carefully chosen, laden with the values of sisterhood, courage, and trust. “Every family in India felt, oh my god this could happen to my daughter,” says Hari Kumar, New York Times reporter for India who has covered this case extensively for the Times, “the connect was instant.”
“The reporting was not sensational,” continues Kumar, “Nobody disclosed the name of the girl or published her photographs. Mainstream media, both print and television did not jump the gun. Media was very restrained.”

MEDIA RESPONDS TO AUDIENCES

“There is a significant technological and generational gap between the governing and the governed in India,” says veteran journalist and journalism professor, Prasun Sonwalkar, “70% of India is below the age of 35 and most of our politicians are septuagenarians.”
For Sonwalkar, the coverage also exemplified media’s incessant focus on the emerging middle class which is the main consumer of media products.
“The rape happened in South Delhi where most of the political and financial elites live, the victim represented ‘us’, she was a medical student and an aspiring member of the middle class,” says Sonwalkar, “There was practically a ‘media scrum’ or mob reporting.”
“Covering corruption is more abstract,” says V.V.P. Sharma, Senior Editor with Headlines Today Channel, “Violation of the body is real.”
Both Sharma and Sonwalkar suggest that the “media scrum” about this particular rape case was to get as much ratings for the news channels as possible. Many of these news stations depend on advertising revenues which can only be generated by high TRP (Ratings) and in a television market that is one of the most competitive in the world. While they acknowledge that the intensity of the public debate around police corruption and judiciary has grown, the emphasis and dependency on ratings still overrides other ethical goals.
Amidst this frenzied coverage, for instance, the focus appeared to be disproportionately on retribution in the form of harsher sentencing, for example from the current seven years for a rape conviction to life imprisonment and possibly a death penalty. The danger in reflecting audience anger, especially following a horrific event such as this, is that people tend to seek revenge and politicians look for expediency to quell public dissent.
No doubt this case of rape has created a critical space for the discourse of social justice in the media and has forever changed the way Indian journalists cover crime, policing and corruption.
And for that a young woman had to give her life.


Monday, 28 October 2013

Ethics and Deceptive Advertising

I Have chosen this Article in Reference of my Studies.

Deceptive advertising is false advertising, and it is illegal according to the Federal Trade Commission. It is also unethical. Other kinds of unethical advertising are neither deceptive nor illegal; however, they offend moral principles of human conduct in terms of bad intent and effects. Deceptive advertising is adjudicated in the courts. Ultimately, ethical advertising is regulated by societal norms of acceptable advertising communications and the moral imperatives of advertisers.

 

Deceptive Advertising

Deceptive or false advertising is prohibited under Section 43(a) of the Lanham Act, which is enforced by the Federal Trade Commission. Rooted in the principle that customers have a legal right to know precisely what they are buying, the Lanham Act establishes clear rules for false or deceptive advertising. Most states also regulate advertising through state consumer fraud and deceptive practice laws. Thus, there is no shortage of information on false or deceptive advertising as forbidden by federal and state statutes. Moreover, there is no excuse for small-business owners not to keep their advertising lawful.

Unethical but Lawful Advertising

Unethical but lawful advertising is beyond the reach of law enforcement. It is more a matter of self-regulation. Ethical advertising is informed by an intuitive knowledge of right and wrong, commonly accepted as being innate to human nature. Consequently, self-regulation must be guided by an inherent respect for the dignity of other people. Where self-regulation fails, the community is empowered to enforce its norms for ethical advertising through patronage denial. One disgruntled consumer with access to the internet and social media can cause unwanted financial penalties to an advertiser that violates the community's ethical standards.

Truth and Personal Ethics

Truthfulness and the "highest personal ethics" are dominant themes for ethical advertising, according to the "Principles and Practices for Advertising Ethics" of the American Advertising Federation, Institute for Advertising Ethics. A normative term, such as "highest personal ethics" and the corresponding notions of "right" and "wrong," might seem unhelpful in a contemporary culture of moral relativism. However, Paul Boghossian, Philosophy Professor at New York University, says that concepts of right and wrong transcend moral relativism, because there are no moral equivalencies to right and wrong. This is why they have not been dumped into history's trash bin of failed concepts, according to Boghossian.

Vice –Virtue Continuum's

Advertising has the mandate to persuade. Ethics describe the rules that govern peoples' behavior toward other people. Your challenge as a small-business advertiser is to reconcile the mandate to persuade within the rules of ethics. Dean Loftis, of Kansas City advertising agency McCormick & Company, suggests approaching the challenge by employing the seven deadly vices and their opposing virtues: Lust - Chastity, Gluttony - Temperance, Greed - Charity, Sloth - Diligence, Anger - Patience, Envy - Kindness and Pride - Humility. The vice - virtue continuum have imperceptible points that demarcate ethical and unethical advertising. You can always stay in safe territory by celebrating the virtues of human nature and by trusting your personal ethics for guidance.