Accountability is another key tenet that is part of the code of ethics. Being accountable to the viewers, listeners, etc has been emphasized as a core virtue for genuine journalism. But unfortunately, even in a country as politically advanced as the United States, the legislative framework of media operations is not sophisticated enough. In a true democratic setup one would expect that the laws more in favor of the general population as opposed to the business interests. But the laws in place are essentially the ones that give protection to the media conglomerates and to an extent make them not liable for their journalistic digressions. Hence, such an atmosphere does not force media houses to promote ethical journalism.
Finally, keeping in mind the growing phenomenon of undercover journalistic operations, the body of journalists has tried to stem this tide through the adoption of principles against this form of news gathering. But, this pledge to curb undercover journalism comes at a time when tabloid and paparazzi supported news gathering has become rampant in the mainstream media scene. While the ethical stance of the journalists in this regard might be an earnest one, it is a very challenging proposition to put an end to gossip mongering and paparazzi photographing of celebrities and other headline makers.
It is also an acknowledged fact that the general quality of mainstream media, be it electronic or print, has seen deterioration in the post Second World War period. Hence, implementing the code of ethics is going to be a very tough if not an impossible task for the well meaning journalists. The only way in which some palpable change for the better can happen is if the code of ethics is taken seriously the owners of media organizations. In other words, the initiative for ethical news broadcast has to be a top-down one as opposed to a bottom-up effort. Herein lays the only hope for the revival of the noble tradition that is associated with journalism.
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MATTHEW GRIMM, False consciousness.(ethics of marketing, media businesses). Brandweek 42.25 (June 18, 2001): p30.
Here is the news.(mass media ethics).Michael Bugeja. The Ecologist 37.7 (Sept 2007): p18-19.
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