ABSTRACT
In mass communication, truth telling is a fundamental given. To communicate, one has to be believed. In journalism, with its emphasis on pursuing and publishing the truth, truth telling is a core professional value. When journalists lie and deceive, they violate a basic journalistic principle that requires journalists to be honest in gathering, reporting, and interpreting information. Although the opposite of truth tellingdeception-may be necessary for realizing the media’s watchdog role, bringing journalists closer to the truth, and facilitating the public’s right to know, deceptive techniques undermine media credibility-an important consideration in today’s climate of public distrust of journalists. Poll after public poll show an abysmally low regard for journalists. Journalists consistently rank near bottom-outperforming only used car salesmen-in Gallup’s Annual National Survey on the Honesty and Ethical Standards of 21 professions (Gallup, 2008).
