Case Study: Contemporary Media Research Issue, Ethics & my Topic.

by Joshua Lunsford

My project involves researching bicycle-sharing programs for the University of Oklahoma and/or the city of Norman through the theory of Social Marketing. The project is relevant to Contemporary Media Issues simply because of the many global advertising and public relations agencies that have become involved in sponsoring these programs.

William Lynn discusses in "The Ethics of Social Marketing for Conservation: A Learning Module" how a social marketer must behave ethically in making decisions. However, he states that "how we judge the ethics of a social marketing campaign will depend on situation-specific features that we can never fully anticipate." He then gives three guidelines to follow - well-being, integrity, and empowerment.

The Paris bicycle-sharing program is one example. WIth the major sponsorship of JCDecaux, an international outdoor advertising specialist, Paris has both escalated a program thought a loss from the beginning by some and created an example of what to look for in retaining a major sponsor for a public-use system. However, JCDecaux is reconsidering its partnership with the city of Paris due to the loss of bicycles to theft, vandalism, and overuse. JCDecaux did not foresee the system as such a success, and are rethinking the costs associated with the upkeep of these bicycles.

The B-Cycle program that was recently launched at the Democratic National Convention in Denver, Colorado is currently ran by a nonprofit organization. However, this program has been advertised and co-sponsored by the Crispin Porter + Bogusky advertising agency in Boulder and Miami.

Is it ethical for a corporate sponsor to be a profiting partner of a social good? I think that if we are to follow Kotler’s theory of social marketing, it doesn’t matter if someone (a corporation, nonprofit organization, city, state, or individual) profits from the successful marketing of a social good. Alan R. Andreasen & Minette E. Drumwright discuss in "Alliances and Ethics in Social Marketing" how a social marketer is not focused on profit-maximization, but on the social issue. They state that "A significant and inevitable consequence of these differences is that, in order to have significant impact, social marketers must seek the help of other organizations and individuals to achieve their objectives."

My project will take ideas from each of the bicycle-sharing programs and attempt to eliminate any reason for potential users to not access the program. The reason for the bicycle-sharing program is multidimensional, but one of those dimensions is to bring members of the university community and city of Norman together. If this is done by creating a profit-making business for some, a supplemental program for a community’s mass transit system, and an environmentally-friendly option for those interested, then it must be seen as an ethical solution to a social need. If a bicycle-sharing program is successful, it will only lead to creating similar programs elsewhere and expansion of current programs.

Code of Ethics

(picture from SPJ website)

Code of Ethics

By Adam Pinkney

This is my first time writing a blog. I have always been confused about the difference between blogs and forums. I researched a little about the two and this website called web strategy help me clear it up.  I then researched the term ethics through the website poynter.org. I found an article that contained the Code of Ethics from the Society of Professional Journalists. Many of these ethical codes tie into my research project. My research project will be in the form of a personal documentary. This documentary will deal with a tragic car accident that led to the death of my mother and younger brother on August 30^th, 2007.  Now I will relate my topic to contemporary media issues. These issues are outlined in the Code of Ethics. The first section of the code is to seek the truth and report it. During the time of my mother and brothers passing, Journalist failed to uphold this code by not reporting the correct information in the newspaper. I read the article many times and found all the mistakes and misinformation they had reported. One part I recall was the misspelling of my older brothers name. There was also inaccurate information on the obituary. Likewise I can remember the time my grandmother passed away and in the newspaper they had reported the wrong location for the funeral. 

In both of my cases, journalist did not uphold their code of ethics. Through my research on pointer.org I found a discussion board and in this discussion board it talks about the power of words that journalist have.  A journalist describes an incident of a mom calling in to the news capital because her daughter’s obituary in the local paper was inaccurate. Also the journalists that wrote the article had used insensitive language when describing her daughter’s death. This ties in with the section of the code of ethics that deals with minimizing harm. This was one of the most difficult things I had to deal with.  I can remember vividly after the incident happen I seen it on the news the same night. The news station used a picture of my younger brother and I broke down crying. I know they needed to report the news but at the time that was the last thing I wanted to hear or see. I do not believe they should have showed a picture of my younger brother. First of all he was not even 18 and they blasted his picture all over the news. It was kind of strange because it was four people that died in the car accident that day and my brother’s picture is the only one they showed. They also showed the totaled car that my mom was driving. Those images were very powerful and hurt me a lot. These pictures are something the news stations show to make the story more interesting.  

In an article I read called “Death in the mass media” it touched on the fact that the media is taking death out of context and selling violence. The ratings go up on television shows with more sex and violence and along with violence come death. In this article the author states that the media is “exposing the younger generation to a false view of death. In my topic I have personally dealt with the issue of ethics. For example, at the time of my mother and brothers funeral I decided that I wanted to film the funeral reception. This was an ethical dilemma that I had faced. However my purpose of filming the funeral was because my little sister Jessica was not able to attend due to the injuries she received in the car accident. I wanted my little sister to have something to remember them by. Also the funeral was huge and the whole McAlester High School was there to support my brother Jesse along with my mothers’ family and friends.  The funeral was held in a large auditorium and many people came out to support our family. I never knew people actually film funerals as a living. Here are some examples that I found on a couple of forums called dvinfo and the other forum called dvdoctor. Through my research I came across and interesting blog called The Good Death. This blog is a series of discussions on the way we communicate about death. And the website gives examples through personal stories, tv shows, movies, and youtube clips.

Media Ethics and my thesis topic by Qifeng Huang

My thesis is mainly a content analysis focusing on Chinese magazine advertisements, so it won’t involve much ethical problems such as issues of IRB approval or human subject issues. But still, the topic of my thesis will have a very close relationship with today’s media research issue and ethics.

The content analysis will be conducted on Chinese magazine advertisements, which includes not only the coding of major variables suggested by Goffman, but also those demographic variables. In the process of coding, those variables together will form a unique understanding of each piece of advertisement, and indicate the relationship between men and women in each era.

This involves two kinds of ethical issues- the ethical issue when dealing with gender portrayal in the media: such as the stereotyping of women appeared in advertisements. Gender study has been a research area which is relevant to gender ethic issues for a long time. People are always concerning if the media has been stereotyping women or men in the media content, or if the image of women or men are distorted through the mirror of media. My study topic will cover this area of ethical issue; will discuss the implication of gender portrayal based on the findings of the study. If the gender portrayal in Chinese media world also reflects the unfair social status of men and women in Chinese society would be a big ethical concern in my study.

The second ethical concern which would be embedded in my study will be the advertising ethic issue. This is also a very controversial issue in advertising world. The content in advertisements, the way ads inflate some portion of the truth, all the commitment ads advocate are all concerned with ethical issues. In today’s media world, people are more and more concerned with advertising ethics to prevent false advertising or deceptive advertising. My study will analyze the content of advertisements in different era and examine the status of Chinese advertising ethics simultaneously. I will explore if the ethical standard changed during this time period, and what kind of ethical problems are hidden in those advertisements.

Ethical issues in the media have always been the most important and significant area covered by both academic scholars and practitioners. My thesis will further explore the ethical problems in Chinese advertising world, and continue contribute more gender related ethical issues to the existing literature.