Transcript Self-Regulation and Ethics

Self-Regulation and Ethics
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Why is self-regulation so important to the
television industry?
Self-Regulation
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Stations/Networks “fear” government regulation
Stations must uphold FCC charge to serve the
public interest
Stations/Networks don’t want to alienate viewers
or advertisers
Stations/Networks need viewers to “trust” them
Self-Regulation
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Stations, broadcast networks and cable networks
make decisions based on individual principles,
professional standards and personal ethics.
NAB Code
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The National Association of Broadcasters
instituted its first code for radio in 1929. A
television code was adopted in 1952.
Adherence to the code was voluntary and
violations resulted in no fines – no penalties – no
“jail time.” Stations who violated the code could
no longer display the NAB Television Code seal.
NAB Code
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NAB Code focused on programming and
advertising issues.
Programming code covered: news, entertainment
programming, children’s programming, political
broadcasting and religious programming.
NAB Code
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Advertising code provided guidelines for
acceptable products, presentation style and
commercial time limits.
NAB Code
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“Television broadcasters and their staffs occupy
positions of unique responsibility in their
communities and should conscientiously endeavor
to be acquainted fully with the community’s needs
and characteristics in order to better serve the
welfare of its citizens.”
NAB Code
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Violence – physical or psychological, may only
be projected in responsibly handled contexts, not
used exploitatively. Programs involving violence
should present the consequences of it to its
intended victims and perpetrators.
NAB Code
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Narcotic addiction shall not be presented except as a
destructive habit. The use of illegal drugs or the abuse of
legal drugs shall not be encouraged or shown as socially
acceptable.
The presentation of marriage, the family and similarly
important human relationships and material with sexual
connotations, shall not be treated exploitively or
irresponsibly, but with sensitivity.
NAB Code
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Advertising portion of the code prohibited
commercials for fireworks, astrology, firearms
and hard liquor.
Code provided guidelines for non-program
material. Non-program material in network
primetime programming should not exceed 9 ½
minutes per hour.
NAB Code
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The NAB Code disappeared in 1983, largely
because of lawsuits with the Department of
Justice which said the code violated anti-trust
laws.
Self-Regulation
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Perhaps biggest question today is:
Can broadcasters make money AND serve the
public interest?
Self-Regulation
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Broadcast networks used to have large
departments of standards and practices.
Now, most decisions are influenced by society’s
standards, competitive environment and time
period.
Self-Regulation
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Telecommunications Act of 1996 required TV
manufacturers to include a V-chip in every TV 13
inches or larger.
The TV industry also came up with a rating
system to use as a guideline.
TV Ratings
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TV-Y:
all-children
TV-Y7:
children 7 and older
TV-G:
general audience
TV-PG:
parental guidance suggested
TV-14:
not appropriate for children under 14
TV-M:
mature audiences only
S-sexual content; L-profanity; V-excessive violence; Dsexually suggestive dialogue
Ethics and The Law
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Ethics and the law attempt to restrict behavior and
practices.
Ethics are enforced by personal judgment.
The law is enforced by the government.
Ethical Theories
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Teleological: rightness or wrongness of an action
is based on its consequences
Deontological: consequences do not matter –
actions should follow a moral code required by all
of us. The source of the moral code is reason,
society, God or the human conscience.
Ethical Theories
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Utilitarianism: person should act in a way that produces the greatest
possible good for the greatest number
Egoism: act in a way that is best for you
Categorical Imperative: Proper duty, not the consequences, must
govern our decisions
Golden Mean: Compromise
Cultural Ethics: Self-legislative
Situational Ethics: Circumstances dictate the decision
Ethical Codes
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Tell the truth
Behave justly
Respect independence and freedom
Act humanely
Behave responsibly
Don’t cause harm
Respect community standards
Areas of Ethical Concern
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News
Children’s Programming
Entertainment Programming
Portrayal of Minorities
Advertising
Common Ethical Dilemmas
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Conflict of Interest
Advertising Product Placement and Practices
Obtaining information under false pretenses
Airing controversial, adult-oriented programming
in inappropriate time periods
Airing deceiving commercials