10 Ethical Principles
1.
Loyalty—A
social act: The willing and practical and thoroughgoing devotion of a person to
a cause (page 82)—Josiah Royce
2.
“TARES”
Test—Truthfulness of advertising claims, authenticity of claim, respectful
of the ad to the receiver, equity between the sender and receiver of ad, is the
ad social responsible? (page 57)
3.
Bok’s
Model—Bok’s model is based on two premises: that we must have empathy for
the people involved in ethical decisions and that maintaining social trust is a
fundamental goal (page 5)—Sissela Bok
4.
Aristotle’s
Virtue Ethics—Virtue ethics flows from both the nature of the act itself
and the moral character of the person who acts (page 8)—Aristotle
5.
Aristotle’s
Golden Mean—The middle ground of virtue is not a single point on a line
that is the same for every individual. It is instead a range of behaviors that
varies individually, while avoiding the undesirable extremes. (page 9) —Aristotle
6.
Competing
Values—This ethical theory is based on the belief that there is often more
than one ethical value simultaneously competing for preeminence in our ethical
decision making (page 12)—William David
Ross
7.
Ross’s
Duties—To Ross these competing ethical
claims, which he calls duties, are equal, providing the circumstances of the
particular moral choice are equal. These duties gain their moral weight not
from their consequences but from the highly personal nature of duty (page 12-13)—William David Ross
8.
Political
Communication Evaluation Test—(1) Is the information useful, (2) Is the
information sufficient, (3) Is the information trustworthy, (4) Who is the
audience? (page 132)—Bruce A. Williams
9.
Social
Responsibility Theory of the Press (Functions of media)—(1) To provide
truthful, comprehensive and intelligent accounts, (2) To serve as a forum for
exchange, (3) To provide a representative picture of groups in society, (4) To
present and clarify goals, (5) To provide citizens with full access to the
day’s intelligence (page 162)—Hutchinson
Commission
10. Objectivity—Objectivity is the
requirement that journalists divorce fact from opinion (page 23)
