Course Catalogue

Module Code and Title:         MDE301 Ethical Issues in Mass Communication

Programme:                          BA in Mass Communication

Credit Value:                         12

Module Tutor:                       Dago Palden

General objective: This module will explore principles and real-world scenarios related to ethical issues in mass communication. It will continue to build on previous coverage of ethical discourse and practices surrounding media messages. This module reflects on ethical issues that can occur due to diverse geographical or cultural background and ethical relativity. The module focuses on subject position and audience reaction through analysis of case studies. It also covers potential ethical violations in media distribution, reporting, business, directing, stereotyping, and other ethical issues related to mass communication. It also covers potential ethical violations in media distribution, reporting, business, and directing while filming, and stereotyping.

Learning outcomes – On completion of this module, students will be able to:

  1. Summarize the range of ethical issues that arise in the field of mass communication.
  2. Discuss the ethical predicaments in the coverage of current events.
  3. Explain freedom of expression and its limitations due to factors such as government regulations and societal norms.
  4. Discuss cases related to harm principle, offence principle, and hate speech.
  5. Explain the ethical boundaries of media coverage and its impact on communication.
  6. Explain the regulatory environment for journalism in Bhutan.
  7. Analyse ethical issues in advertising and marketing.
  8. Analyse debates concerning media and its impact on society.
  9. Discuss responsibility of the media developers and consumers concerning children.

Learning and Teaching Approach:

Approach

Hours per week

Total credit hours

Lectures & discussions

3

45

Tutorials

1

15

Independent study

4

60

Total

120

Assessment Approach:

A. Individual Current Event Ethics Report and Presentation: Portion of Final Mark: 15%

Students need to select any news report that may be controversial in some manner. They will need to analyse the ethical issues the report may raise for certain audiences and write a 1000 word critical analysis discussing specific points with proof from the article as to why the article could be controversial. A 5 minute summary of the article will be presented to the class along with their opinions about the ethics of the work.

4%       Comprehensive background on ethical issue

3%       Quality of sources

4%       Proficiency of explanation using examples

2%       Capacity to summarize clearly to classmates

2%       Eye contact, posture, audience acknowledgement

B. Individual Case analysis report: Social media and ethics: Portion of Final Mark: 15%

Each student will be required to write a case analysis report of 1250 words on any chosen cases related to ethical violation in social media platforms such as Facebook, Instagram, Twitter and others. Students are expected to analyse the chosen case and provide justifications to support their views.

2%       Relevance of the case selected

5%       Quality of analysis and justification

5%       Use of relevant ethical principles to support their views

3%       Language and referencing

C. Individual Commercial communications and ethics report: Portion of Final Mark: 15%

Students will select a topic within the area of commercial communications and paid content (such as advertising, business outreach/publicity) to analyse the ethical balance between the producers and consumers of the piece. Students will be responsible for explaining the relevance of the issue selected and describe what the potential ethics violation is. They should assert their opinion on the case and discuss why adhering to ethics in commercial communication is important in this instance; factual evidence should be provided to justify their views. A written report of 1250 words should be submitted.

2%       Relevance of the case selected

5%       Quality of analysis and justification

5%       Use of relevant ethical principles to support their views

3%       Language and referencing

D. Midterm examination: Portion of Final Mark: 15%

Students will take a written exam of 1.5 hr duration covering topics up to the mid-point of the semester.

Areas of assignments

Quantity

Weighting

A.    Current events and ethics report and presentation

1

15%

B.    Social media and ethics report

1

15%

C.   Commercial communications and ethics report

1

15%

D.   Midterm examination

1

15%

Total Continuous Assessment (CA)

 

60%

Semester-End Examination (SE)

 

40%

Pre-requisites: CTH203 Contemporary Media Theory and Practice

Subject matter:

  1. Unit I: Overview of ethical issues in mass communication
    • Importance of ethical understanding
    • Responsibility of media
    • Ethical approaches
    • Complying with the industry standards
  2. Unit II: Constraints on speech: description, analysis, and examples of key principles and ethical dilemmas
    • Harm principle
    • Offence principle
    • Hate speech
  3. Unit III: Media ethics, freedoms, and responsibility
    • Responsibility of media producers to balance their freedoms with responsible communications within their local and global contexts: consideration of what is good for the society
    • Objective reporting in the media
    • Ethical boundaries of media coverage
    • Review of Media Violence and children
      • Case: Thailand and Grand Theft Auto
    • Media coverage of suicide and death
    • Media and social change
  4. Unit IV: Looking at controversy, ethics and responsibility in mass communication using example case studies
    • Exploiting fears or exploring pandemics: Fatal Contact
    • Liability and sensationalism or embarrassment and bad taste: Jenny Jones Show
    • Giving a platform to rapists: India’s Daughter
    • Media as judge and jury: Shashi Tharoor
    • Visual ethics and safety of subject and producer
    • Controversy and advocacy: What is the difference?
    • Power and Celebrity: Donald Trump and Access Hollywood
    • Fabrication of facts: Abi Khamo
    • Newsworthiness vs. screening : BICMA vs. BBS
    • Gelephu RBA Chili Powder case 2015/16 and defamation on social media
  5. Unit V: Programming decisions and politics: shaping the agenda for the interest groups
    • Public broadcasting and politics
    • Self-censorship and programming decisions
    • Role in Buyer behaviour
    • Animal ethics
    • Intellectual theft
    • Fact based stories
    • Ethics and ratings
    • Trial by press, infotainment or making the news
    • Internet Service Providers, government interference and net neutrality
  6. Unit VI: Ethics for Producers, Writers, Actors and Directors
    • Materials, ownership, credit and attribution
    • Partnerships, collaboration and sharing credit for work produced
    • Loyalty
    • Video game producers and creators: responsibility to society and income generation
    • Creative process in writing and ensuring original ideas
    • Actors and ethical impact on audience
    • Director Choices
      • Director intention vs. actor’s knowledge examples
        • Case Study: ‘Innocence of Muslims’
        • Case Study: Little Buddha
      • Whitewashing or white saviour complex; stereotypes examples
        • Case Study: The Great Wall and Matt Damon
        • Case Study: The Last Samurai
      • Diversity in representation examples
        • Skin tone, ethnicity, stereotypes and cultural appropriation
        • Case Study: Angulimala and Water, Religious banning within Thailand and India
      • Conflict of interest: compromising situations and integrity
  1. Unit VII: Advertising and marketing: literacy and subliminal messages through an ethical lens
    • Exploiting controversy and profiting from it
    • Product placement, advertisement and integration in television and video games
    • Promotional spots and perceived target audience
    • Portrayal of women: mother, helpless or seductress
    • Portrayal of children: playing on nostalgia and innocence or shaping consumers
    • Exploitation of the vulnerable section of the society
  2. Unit VIII: Media regulations and freedom of expression around the world through an ethical lens
    • Government transparency
    • Government styles and freedom of speech
    • Developing nations and speech limitations
    • Neighbouring countries and their portrayal in the media: articles side by side
    • Bhutan’s Situation
      • Media laws & regulatory environment in Bhutan, e.g., ICMA of Bhutan, 2018
      • Review Bhutan country report: freedom of the press
      • Recent media cases, highlighting issues such as self-censorship, defamation risks, and stance on international issues

Reading List:

  1. Essential Reading
    • BBC News. BBC film sparks media ethics debate in India. (2015, March 04). Retrieved from http://www.bbc.com/news/world-asia-india-31724362
    • Challenging Hate Speech - A Dilemma for Journalists - Ethics in the News. (n.d.). Retrieved from http://ethicaljournalismnetwork.org/resources/publications/ethics-in-the-news/hate-speech
    • Information, communications and media act of Bhutan (2018). Retrieved from http://www.nab.gov.bt/assets/uploads/docs/acts/2018/ICMActofBhutan2018.pdf
    • Perebinossoff, P. (2017).Real-world media ethics: inside the broadcast and entertainment industries. New York: Routledge.
    • Royal Government of Bhutan. (2006). Bhutan Information Communications and Media Act, 2006. Retrieved from http://oag.gov.bt/acts/
    • Trump's 'Access Hollywood' video playing on 12-hour loop at D.C.'s National Mall. (n.d.). Retrieved from http://www.latimes.com/entertainment/la-et-entertainment-news-updates-trump-s-access-hollywood-video-gets-1507311329-htmlstory.html
    • Wangdi, N. (2016, 8 January). Gelephu court deferred RBA ‘chilli powder’ case. Kuensel. Retrieved from http://www.kuenselonline.com/gelephu-court-deferred-rba-chilli-powder-case/
  2. Additional Reading
    • Carlson, M. (2015). Boundaries of journalism: professionalism, practices and participation. London: Routledge.
    • Day, L. A. (2000). Ethics in media communications: cases and controversies. Southbank (Australia): Thomson Wadsworth.

Date:  May 14, 2018
Royal Thimphu College