SP 410-009,
Ethics and Economics of the Corporate Media,
Spring 2004, CRN 64474

Instructor: Dr. J. David Kennamer

Office: NH 37

Officehours: Tues, 1-2; Wed., 12-2; Thurs., 1-2, by appointment; and random chance

Phone: 503-725-3534

E-mail: jdkenna@pdx.edu

Classmeets: Tuesday and Thursday, 2-3:50 p.m.,NH 77

Selected course materials online at: webct.pdx.edu. Check it frequently for announcements, updates, lecture materials, links to other sites, and other materials.

Course Description:

This course will help you think critically and analytically about the many ethical issues that face the professionals who create the content of our modern mass media. The activities of print, broadcast, and Webjournalists, as well as advertising and public relations professionals, are open to public scrutiny like few others.While it is probably impossible to craft a response to an ethical dilemma that will avoid all criticism, media professionals should 1) recognizewhen such dilemmas exist, 2) have the knowledge of ethical theory to carefully analyze them, and 3) be able to justify the decisions they ultimately make.

While we tend to think of ethical choices as the result of individual values andpersonal decisions, we must also realize that they usually are made under the pressures of deadlines, limited resources, conflicting demands, and the requirement in our modern corporate media to maximize profits. The impact of these pressures and realities on ethical decision-making must be discussed.

The course will be organized around the presentation of 1) theories of ethics applicable to many fields (business, law, medicine, research, etc.), 2)application of these theories to media situations, and 3) case studies from the media. The ethical theories should help you recognize ethical problems and give you the concepts and tools with which to think critically and analytically about them. The case studies will give you the opportunities to apply these concepts to actual problems and will introduce youto some of the realities of the professions you may want to enter.

You should realize that very seldom does one and only one correct decision exist for these case studies. Many ethicaldilemmas result when strongly held principles and demands of situations conflict. After taking this course, you should be better able to recognize when this happens, understand what is at stake, and be able to justify and explain your ultimate decision. Not everyone will agree with you, but theywill be more likely to understand and respect your decision.

Texts (available at PSU Bookstore)

• Patterson, P., and Wilkins, L. MediaEthics: Issues & Cases (4th Edition), Boston: McGraw-Hill, 2002.
• Bivens, T. Mixed Media. Moral Distinctions in Advertising, PublicRelations, and Journalism. Mahwah, NJ : Erlbaum, 2004.

New ethical issues arise every day and we will discuss these in class. It is essential that you regularly read amajor daily newspaper and a news magazine (Time, Newsweek, etc.) and watch local and national television news. Such news media use is essential for good citizenship in a democracy, of course, but it also will provide the context for this course.

The class will be a mixture of lectures and discussion. The course content - much of it controversial, contemporary and emotional - encourages lively discussion, and you will be expected to participate. You must do the assigned reading and writing to be appropriately prepared for classdiscussions. You will be expected to know the facts of the assigned case studies. You should be able to propose a variety of approaches to resolving the dilemmas they present, referring to the ethical theories and systems presented in readings and lectures.

While you are encouraged to express your opinions, you also should expect others to disagree. Feel free to disagree witheach other vigorously, but always in ways that respect your colleagues, your instructor, and the overall class environment. This is part of basic civility we must expect of each other. It also includes turning off cell phones, notengaging in side conversations, being on time and not leaving early.

You will be required to take two exams, write a 5-page, critical analysis paper anda produce a larger group analysis of an ethical issue that has arisen in the media.

Assignments contribute to your grade as follows:

Due Dates

• Exam 1 25% April 29
• Theory Paper 15% May13
• Group Project
• Paper 20% June 1
• Presentation 10% June 3
• Final Exam 25% June 7
• Class attendance 5%

Grading Scale: 94-100 = A, 90-93 = A-, 87-89 = B+, 84-86 = B, 80-83= B-,

77-79 = C+, 74-76 = C, 70-73 = C-, 67-69 =D+, 64-66 = D,

60-63 = D-, 59 and below = F.

A grade of incomplete will be given only under extraordinarycircumstances.
Theory Paper - You should use this paper to delve more deeply into one of the theories or systems of ethical decision making we discuss in class or that isdiscussed in one of the texts. Discussits origins, its applications, and its strengths and weaknesses in actuallydirecting real-world decision making. Finally, apply it to one of the case studies found in one of your textbooks and assess if its guidance would produce a satisfactory result. You should do this in about 10 typed, double-spaced pages.

Group Project -- For this paper your group should choose an ethical dilemma that has occurred in some media setting. These should be situations that are not included as case studiesin your texts, although they may be discussed there. You should get approval from me before you go to work on these. Thoroughly describe the situation, pointing out the nature of the dilemma; then use two different ethical theories or systems to make your decision. In otherwords, use (for example) utilitarianism to guide you to a decision, then go through the same process with communitarianism (for example). You may use any two of the ethical theories or approaches we have discussed. If they lead to different decisions, carefully explain why, and give your opinion as to which is most appropriate in that situation. This paper should be 20 pages in length, typed, double-spaced.

All papers will be graded on the degree to which you havemet the requirements of the assignment, thoroughness and logic of analysis,clarity of writing, spelling, punctuation, grammar, and consistency of style. You will be expected to follow standard research paper conventions regarding organization and references.

Presentation --Your group will be expected to present the resultsof your analysis and research to the class at the last class meeting in a 10-12minute presentation. This should followthe organization of your paper. All group members should participate equally in the presentation. Use appropriate (but not elaborate) audio-visual aids if necessary.

Your grade on the group project will be based on the quality of the final product (50%) and on your individual contribution (50%), to be assessed through peer ratings and instructor observation.

A note on group work -- Working in groups can be very productive or it can be very frustrating, and it can sometimes be both at the same time. Regardless, it is a fact of life in most professional settings, so it is something you simply must learn. To be a productive group member, you must:

• Do your fair share of the work.
• Fill in cheerfullyfor others when necessary.
• Be willing to not always get your own way.
• Be willing to normal'>not always be in control
• Be tolerantof other's quirks and deficiencies
• Be thankful that others are tolerant of your quirks and deficiencies
• Be respectful of others by returning phonecalls, attending meetings, being on time, etc.

Slackers, procrastinators, egomaniacs, and control freaks are all equally destructive of group processes. Be on the lookout for these characteristicsin yourself.

Youwill be given a midterm and final exam, with the final being cumulative. Exams will cover textbook readings, handouts, videos, discussions and the lectures.They will consist of a mixture of multiple choice, short answer, andshort essay questions. You will be provided sets of review questions prior to each exam.

Extensions on deadlines and make up exams will be given only under dire and documentedcircumstances. Otherwise you will begiven grades of zero on any assignments you miss.

Pleasenote that the schedule for final exams has been published for months, and it is noted in this syllabus. You will be required to take the exam on this date, except in case of a dire emergency.

Notethat attendance formally counts 5% of your grade. Informally, it counts much more of course,since you will miss lectures, discussions and videos, as well as verbal reminders, announcements and modifications of the syllabus and schedule. I will take attendance and will allow excusedabsences only for good and documented reasons, provided in advance.

Acommitment to high ethical standards is expected. Cheating, plagiarism and other lapses ofhonesty and integrity will not be tolerated.Plagiarism is presenting someone else's work as your own with citation or attribution. Please see the Portland State University Student Conduct Code. Ethical violations will be pursued to the full extent allowed by that Code.

Disabilities: Section 504 of the Rehabilitation Act of 1973and the Americans with Disabilities Act of 1990 require PSU to provide academicadjustments or accommodations for students with documented disabilities. Please identify yourself to me within the first two weeks of class, so I can arrange for special accommodations if necessary.

Communication with your instructor - Please feel free to meet with me whenever you feel you have the need or to communicate with me in other ways. I am easily available during office hours and at other times by appointment. I check e-mail frequently and respond to it quickly. On e-mails, please identify yourself on the subject line as a student in this class. Otherwise, I may delete it unread. However, do not expect to submit assignments via e-mail.
Schedule of classes, readings, assignments and exams

Tuesday,March 30

• Review syllabus, Introduction to the study of ethics

Thursday, April 1

• Bivins, Chapter 1, "What Makes an Ethical Issue"
• Patternson and Wilkins, Chapter I, "An Introduction to Ethical Decision Making"

Tuesday,April 6

• Bivens, Chap. 2, "Moral Claimants, Obligation, and Social Responsibility"
• Bivens, Chap. 3, "The Media and Professionalism"

Thursday,April 8

• Bivens, Chap. 4, Ethical Theory -
• Bivens, Chap. 5, "To Tell the Truth"

Tuesday, April 13

• Patterson and Wilkins, Chap. II, "Information Ethics: A Profession Seeks the Truth"
• Bivens, Chap. 6, "Avoiding Harm"

Thursday, April 15

• Patterson and Wilkins, Chap. III, "Advertising Ethics: From Let the Buyer Beware to Empowerment"

Tuesday,April 20

• Continue with advertising

Thursday,April 22

• Patterson and Wilkins, Chap. IV, - Loyalty: Choosing between Competing Allegiances

Tuesday, April 27

• Review for Midterm

Thursday, April 29

• Midterm exam

Tuesday, May 4

• Patterson and Wilkins, Chap. V, "Public Relations: Advocate or Adversary"
• Patterson and Wilkins, Chap. VI, "Privacy: Looking for Solitude in the Global Village"

Thursday, May 6

• Patterson and Wilkins, Chap. VII, - The Mass Media in a Democratic Society: Keeping a Promise

Tuesday,May 11

• Patterson and Wilkins, Chap. VIII, "Media Economics: The Deadline Meets the Bottom Line"

Thursday, May 13

• Patterson and Wilkins, Chap. IX, "Picture This: The Ethics of Photo and Video Journalism"
• Theory paper due

Tuesday,May 18

• More on photo and video journalism

Thursday, May 20

• Patterson and Wilkins, Chap. X, - Ethics in Cyberspace: New Questions and New Roles

Tuesday,May 25

• Patterson and Wilkins, Chap. XI, "The Ethical Dimensions of Art and Entertainment"

Thursday, May 27

• Bivins, Chap. 7, "A Checklist for Ethical Decision Making"
• Patterson and Wilkins, Chap. XII, "Becoming a Moral Adult"

Tuesday,June 1

• Review for Final Exam
• Group paper due

Thursday,June 3

• Presentations