Table of Contents
Introduction: Ethical Foundations and Perspectives.
The Potter Box Model of Reasoning.
Using Ethical Principles.
Five Ethical Guidelines.
To Whom is Moral Duty Owed?
Who Ought to Decide?
1. NEWS.
1. Business Pressures.
The Time Warner Colossus.
NBC and GM's Pickup.
The Wichita Experiment.
Disney World's Birthday Celebrations.
New Times in Los Angeles.
2. Truthtelling.
The Unabomber's Manifesto.
Sexism and World Cup Soccer.
Abortion Profiteers.
Fabrication at The Globe.
An Enemy of the People.
3. Reporters and Sources.
Watergate and Grand Jury Information.
Stolen Voice Mail.
Confidentiality in Minnesota.
Pesticide Panic.
4. Social Justice.
The Electronic Highway.
Boston's Bizarre Murder.
The Homeless Story.
Ten Weeks at Wounded Knee.
5. Invasion of Privacy.
Privacy in Cyberspace.
A Prostitute on Page 12.
Sports Stories on July 4.
Dead Body Photo.
2. PERSUASION IN ADVERTISING.
6. Special Audiences.
The Littlest Consumers.
Selling Kids to Advertisers?
Some Say "No" More Often than Others.
The Bill Sell for a "Purely Progressive Tax".
Sexually Provocative or Socially Responsible?
7. What to Advertise.
A Magazine and Its Cigarettes.
Does Alcohol Advertising Get a "Free Ride?"
The 30-Second Candidate.
Feminine Hygiene in the Living Room.
Empowering or Manipulating the Health Care Consumer.
8. How To Say It.
Phillip Morris Tells Young People"Think. Don't Smoke".
Yo Quiero Stereotype?
Making the Same Different: Parity Products.
Defining Outrageousness Down.
Anorexic Chic?
9. Media Considerations.
Gatekeepers I: None of "Those Ads" in this Paper.
Gatekeepers II: Taking the Heat About Abortion.
The Captive Audience.
Infomercials—"They Need to Make You Rich, Thin, or Beautiful. The Best Do All Three."
The "Wild West" of Marketing?—Advertising on the Internet.
3. PERSUASION AND PUBLIC RELATIONS.
10. Public Communication.
Mr. Ethics Sells Out.
A Lawyer Asks for Help.
PACKing for Washington.
A Public Relations Discovery.
A New Kind of War.
11. Telling the Truth in Organizational Settings.
Is It Live or Tape?
A Committed Front?
Digital Debates.
A Web of Caring.
12. Conflicting Loyalties.
A New Client?
Friends? The Friendly Journalist?
Politician Pitches Pills.
All Too Human.
The Long-Distance Client.
13. The Demands of Social Responsibility.
Pepsi Challenged by Rumors.
Smart Giving.
Employee Volunteers.
The Medical Endorsement?
Caught on Tape.
4. ENTERTAINMENT.
14. Violence.
Hear It, Feel It, Do It.
Crunchy Terror in T-Rex Park.
TNT's Crazy Horse.
"The Storyteller".
Comic Capers.
15. Profits, Wealth, and Public Trust.
Crude Script for Tinsel Town.
Virtual Whitewash.
The Purpose is Profit.
Deep Trouble for Harry.
Super Strip.
16. Media Scope and Depth.
Reel History.
Bigotry as Entertainment.
Hey, Baby, Life Stinks.
The Father Knows Best.
17. Censorship.
Ice-T on Ice.
Cruising on Instinct.
Cybersex and Soul.
The I-Man Cometh.
