Module Code and Title:        ETH204 Ethical Issues in Mass Communication

Programme:                          BA in Communication Arts and Creative media

Credit:                                    12

Module Tutor:                       Prakash Ghimirey (Coordinator), Damber Kumar Ghimiray, Pallavi Majumdar

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 backgrounds. 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. 

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. Analyse the ethical predicaments in the coverage of current events
3. Analyse the principle of freedom of expression and its limitations due to factors such as government regulations and societal norms
4. Discuss cases related to harm principle, offense principle, and hate speech
5. Explain the ethical boundaries of media coverage and its impact on communication
6. Discuss 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 professionals and consumers. 

   Learning and Teaching Approach:

Assessment Approach:

Students will select any news report that may be controversial in some manner. They will analyse the ethical issues the report may raise for certain audiences and write an 800 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

Each student will be required to write a case analysis report of 800 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

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 800 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 

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

Students will take a written exam of 2.5 hr duration encompassing all the subject matter covered in the semester. This assessment is comprehensive and summative in nature, and will comprise structured questions from all levels of Bloom’s Taxonomy.

Overview of assessment approaches and weighting

Pre-requisites: CTH101 Theories of Mass Communication

Subject matter:

1. Unit I: Overview of ethical issues in Mass Communication
   1. Importance of ethical understanding
   2. Responsibility of media
   3. Ethical approaches
   4. Complying with the industry standards
2. Unit II: Constraints on speech: description, analysis, and examples of key principles and ethical dilemmas
   1. Harm principle
   2. Offence principle
   3. Hate speech
3. Unit III: Media ethics, freedoms, and responsibility
   1. 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
   2. Objective reporting in the media
   3. Ethical boundaries of media coverage
   4. Review of Media Violence and children
      1. Case: Thailand and Grand Theft Auto
   5. Media coverage of suicide and death
   6. Media and social change
   7. Professionalization of journalism
   8. Using social responsibility to guide professional practice
4. Unit IV: Ethics and responsibilities in Mass Communication (Tutor to choose any cases relevant to the theme given below)              
   1. Responsible gender communication
   2. Risk and disaster communication 
   3. Trial by mainstream and social media
   4. Visual ethics and safety
   5. Defamation on social media 
   6. Power and Celebrity
   7. Fabrication of facts
   8. Yellow Journalism: Income and overdramatization
   9. Mass society critics and debates over media: ethics and negative consequences
   10. Development and professionalization of communication in Bhutan: case study on The Role of Mass Media in Bhutan: Accessibility, Influence and its Impacts

1. Unit V: Programming decisions and politics: shaping the agenda for the interest groups
   1. Public broadcasting and politics
   2. Self-censorship and programming decisions
   3. Role in Buyer behaviour
   4. Animal ethics
   5. Intellectual theft
   6. Fact based stories
   7. Ethics and ratings
   8. Internet Service Providers, government interference and net neutrality
2. Unit VI: Ethics for Producers, Writers, Actors and Directors
   1. Materials, ownership, credit and attribution
   2. Partnerships, collaboration and sharing credit for work produced
   3. Loyalty
   4. Video game producers and creators: responsibility to society and income generation
   5. Creative process in writing and ensuring original ideas
   6. Actors and ethical impact on audience
   7. Director Choices (Tutors to choose any cases relevant to the theme given below)              
      1. Director intention vs. actor’s knowledge examples
      2. Whitewashing or white saviour complex; stereotypes example
      3. Diversity in representation examples
      4. Skin tone, ethnicity, stereotypes and cultural appropriation

1. Unit VII: Advertising and marketing: literacy and subliminal messages through an ethical lens
   1. Exploiting controversy and profiting from it
   2. Product placement, advertisement and integration in television and video games
   3. Promotional spots and perceived target audience
   4. Portrayal of women: mother, helpless or seductress
   5. Portrayal of children: playing on nostalgia and innocence or shaping consumers
   6. Exploitation of the vulnerable section of the society
2. Unit VIII: Media regulations and freedom of expression around the world through an ethical lens
   1. Government transparency
   2. Government styles and freedom of speech
   3. Developing nations and speech limitations
   4. Bhutan’s Situation
      1. Media laws & regulatory environment in Bhutan, e.g., ICMA   Act of Bhutan, 2018
      2. Review Bhutan country report: freedom of the press, information and limitations

Reading List

Essential reading

British Broadcasting Corporation. (2015. March 4). BBC film sparks media ethics debate in India. http://www.bbc.com/news/world-asia-india-31724362

Challenging Hate Speech - A Dilemma for Journalists - Ethics in the News. (n.d.). http://ethicaljournalismnetwork.org/resources/publications/ethics- in-the-news/hate-speech

Information, communications and media act of Bhutan (2018). 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. Routledge.

Royal Government of Bhutan. (2006). Bhutan Information Communications and Media Act, 2006. http://oag.gov.bt/acts/

Trump's 'Access Hollywood' video playing on 12-hour loop at D.C.'s National Mall. (n.d.). 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. http://www.kuenselonline.com/gelephu-court-deferred- rba-chilli-powder-case/

Additional reading

Carlson, M. (2015). Boundaries of journalism: professionalism, practices and participation. Routledge.

Day, L. A. (2000). Ethics in media communications: cases and controversies. Thomson

Date: March 2023