Codes of Ethics for Mediated Communication Field

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Table of Contents

Summary
The Description of Marketing and Journalism Codes of Ethics
The Analysis of Codes of Ethics
Ethical Guidelines for Successful Communication
The Justification and Inclusion of Guidelines
References

Summary

The right and transparent code of ethics is critical to a successful communication organization. Many aspects affect the way code must be built and what values are essential to support in the first place. In the digital era of rising technology, new rules emerge to peculiarities of media platforms’ engagement in the communication field. To ensure the comfort and safety of other users of communications systems, ethics measures human behaviors that are carried out under existing norms in communication.

The Description of Marketing and Journalism Codes of Ethics

A code of ethics is guiding principles intended to help professionals conduct themselves honestly and morally in the workplace. A code of ethics documentation may include fundamental values and professional standards (Apdillah et al., 2022). The ambivalence of public administration’s perspective on codes of ethics is reflected in its status as a profession, an academic subject, and a proponent of high standards of public service. The chosen examples of codes for this essay are the Associated Press statement of news values and principles, its ethical principles guidelines, and the AMA statement of ethics of the American Marketing Association.

AMA Code of Ethics is chosen for the analysis because it presents a professional community for marketers and determines the current trends and ethical values relevant to the mediated communication of the field. At the same time, the Associated Press presents decades of experience in the journalism sphere. The company combines a traditional ethical approach with enhancing tactics related to the digital age.

The first code operates in the field of journalism, meaning it works under the influence of the primary purpose of the profession – to deliver honest, objective, and relevant news. The core ethical norms stated by the AMA are: to do no harm, foster trustful relationships with clients and the public, and follow moral values supported by the company. The vital point in the code is fairness, which the company describes as the representation of the products “in a clear way in selling, advertising and other forms of communication; this includes the avoidance of false, misleading and deceptive promotion” (AMA, 2021). It coincides with transparency, which implies acceptance of criticisms, disclosure of financial matters of the company, and open communication with constituencies.

The other company – the Associated Press- combines two codes of ethics, first – general values supported by the organization since 1994. They include responsibility for truthful, accurate, and truthful information; integrity, which defines unbiased management of concerns and impartial approach to controversial topics; and independence, avoiding possible conflict of interests (Ikonen et al., 2017). However, the document “News values and principles” highlights moral elements that evolve during the technical integration process. The central aspects of the digital approach are transparency and credibility due to the high amount of false online information. The other ethical concern that emerges with digital integration is the internet presence of the employees and their expression of opinion, which is easy to trace online (The Associated Press, n.d.). Thus, the codes of conduct combine guidelines for every aspect of mediated communication that grant safety for clients and news subjects and credibility for the organization.

The Analysis of Codes of Ethics

Both organizations work in the mediated and digital communication field, which entices them to follow specific media use rules. Some aspects unite journalism and marketing in the professional activity. The ethical code’s responsibility principle for published material is essential. The companies and their workers are accountable for the content they transmit online. Moreover, the principles cause workers to recognize the most vulnerable market segments, such as children, elders, and individuals with low economic status. Companies must consider digital resources’ accessibility and control to adjust content for their needs. Transparency and truthfulness are identical elements of both fields in the ethical codes. It is driven by the high possibility of using manipulated or false information, which can harm the customer’s trust in the company. However, the journalism code includes strict rules of objectivity, which means that workers “must refrain from declaring their views on contentious public issues” (The Associated Press, n.d.). At the same time, marketing employees answer to support clients’ interests but are less restricted in their public life.

Ethical Guidelines for Successful Communication

Based on the studied codes of ethics, some unifying points must be implemented in the practice of mediated communication. The first guideline necessary for a successful work activity is transparency. It is the main factor that defines the trust level of the public and clients in the company. It must include several components, such as direct information of the sources, markers of sponsored content, labeling of commercial content, and disclosure of purposes (Ikonen et al., 2017). The second principle is the company’s accountability for shared information or advertised products. In the digital age, false information is easy to define, and specific organizations are responsible for the truthfulness of media content (Ikonen et al., 2017). Hence, the code must include particular instructions to avoid misleading information, and in case of a mistake, accept the consequences.

The third guideline determines the mindful use of social media, which corresponds with independence. The worker must not be involved with online political, public, or controversial topics (Apdillah et al., 2022). The final code includes professional competence. Without experience and education, the employee can mislead the audience or harm trust (Dieffenbach, 2020). At the same time, proficiency helps to form a strong foundation for further public interactions.

The Justification and Inclusion of Guidelines

Various evidence supports the need for a code of ethics in mediated communication. Transparency is crucial to protect companies’ and workers’ reputations and high trust. For instance, this code can protect communication professionals from unfair competition, preventing competitors from using unethical tactics of hidden resources to persuade clients. Regulations for marketing are different, however, from those for journalists. A journalist tends to work for a media organization and is recognized for advancing the common benefit through their job (Ikonen et al., 2017). Accountability is a similar principle for all communicational professions. Hence the employees must be responsible for the content they produce. It is most evident in the case of mistake detection through social media that if such an issue appears, the company must apologize and admit guilt.

The digital media imply more open communication with the consumers, meaning that the is an opportunity for feedback, the trace of the internet presence of each worker. The value of independence and objectivity relies on the clear online history of every journalist. For example, radical political support of the journalist will result in questioning his adequate and objective reflection of political topics. Competence as an ethical value answers for the decision-making process and professional behavior. For instance, the experience in the field may increase the productivity of communication and cooperation with a stakeholder of a marketing company and improve the trust for the proposed strategies.

Thus, through analysis of two ethical codes, similar values of responsibility, transparency, and honesty were detected in mediated communication. The improvement of the instructions may include competence and independence. However, each sphere involves different professional aspects of the activity that requires stated values. Hence, if the journalists need a more transparent and independent approach, marketers demand accountability as a central code. But responsibility for their content is the unifying ethical concern of the profession.

References

American Marketing Association (AMA). (2021) AMA Statement of Ethics. Web.

Apdillah, D., Salam, A., Tania, I., Kahirina, L., & Lubis, A. (2022) Optimizing communication ethics in the digital age. Journal of Humanities, Social Sciences, and Business, 1(3), 19-26. Web.

Dieffenbach, D. (2020). Professional codes of ethics and how they apply to mediated communication. Mass Media, 1-8. Web.

Ikonen, P., Luoma-aho, V. & Bowen, S. A. (2017) Transparency for sponsored content: Analysing codes of ethics in public relations, marketing, advertising, and journalism. International Journal of Strategic Communication, 11(2), 165-178.

The Associated Press. (n.d.) News values and principles. Web.

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