10 Ethical Principles

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)