chapter  8
Media Ethics and the Economic Marketplace
Pages 50

WHAT is the place of ethics in a business that depends on financial profit for its survival? That’s the problem facing mass media practitioners who are concerned about ethics but who literally can’t afford to ignore the economics of their calling. As long as most media are supported primarily by advertising, they will need to attract audiences they can deliver to advertisers, and that need can clash seriously with the desire to “do the ethical thing.” Hence, this chapter necessarily deals heavily with economics, one of the practical preconditions for the environment in which ethical decisions are made, thus allowing the reader to explore in that context the ethical questions about media economics that arise daily.