❖ We should structure our actions to protect the most vulnerable members of society.
5. 自我决断原则
Judeo-Christian ethic & Kant:
❖ “Love your neighbor as yourself.” ❖ Human beings have unconditional value
4. 无知之幕（续）
John Rawls:
❖ Justice emerges when everyone is treated without social differentiations.
❖ All parties concerned in a problem situation should be placed behind a barrier where roles and social differentiations are gone and each participant is treated as an equal member of society as a whole.
❖ 自由主义报刊理论（天赋人权论） The Libertarian Theory
❖ 共产主义报刊理论（阶级斗争论） The Developmental Theory
❖ 社会责任报刊理论（社会责任论） The Responsibility Theory
2. Broadcasting
美国全国广播工作者协 会 NAB
The National Association of Broadcasters
正确业务准则（1929) Code of Good Practice
Two parts: ✓ Advertising ✓ General program
practices
2. Broadcasting (continued)
Utilitarianism： ❖ culate all the consequences, both good
and bad, that would result from each of our options ❖ Choose the alternative that maximizes value or minimizes loss
3. Motion Pictures
Film Industry in 1920s 美国电影制片人与发行人协会 MPPDA ❖ Will Hays
3. Motion Pictures (continued)
❖ 电影制作准则 （1930） The Motion Picture Production Code
4. 无知之幕
Justice is blind. For makings of mass media: ❖ Behind the veil, all newsmakers would be
the same. ❖ The reporter must treat all audience
members the same.
• To determine loyalties
（二）行为准则 Performance Codes
印刷媒介 The Print Media 广播电视 Broadcasting 电影 Motion Pictures 广告 Advertising Industry
1. The Print Media
2. 绝对命令原则（续）
Immanuel Kant: ❖ We act according to
rules that we would want to see universally applied. ❖ Categorical means unconditional—no extenuating circumstaces, no exceptions.
全国广播协会 NBA
The National Association of Broadcasters
自愿节目安排原则（ 1990)
Voluntary programming principles
Four key areas: ✓ Children’s TV ✓ Indecency ✓ Violence ✓ Drug and substance abuse
美国报纸编辑协会 ASNE
American Society of Newspaper Editors
新闻业准则 （ 1923）
Canons of Journalism (1923)
Canons of Journalism （1923）
✓ Responsibility ✓ Freedom of the press ✓ Independence ✓ Accuracy ✓ Impartiality ✓ Fair play ✓ Decency
✓ Seek the truth and report it. ✓ Minimize harm. ✓ Act independently. ✓ Be accountalbe.
The Print Media (continued)
理论基础——与新闻道德的发展密切相 关的报业四种理论：
❖ 集权主义报刊理论（国家统治论） The Authoritarian Theory
✓ Described what should be avoided in order for filmmakers to get their movies past existing censorship boards
✓ Listed what topics should be handled carefully so as not to tile exsting pressure groups.
Standards of Practice （1924）
➢ Contracts ➢ Credit extension ➢ Unfair tactics ➢ The creative side
of advertising ➢ Provisions
✓ Prohibiting misleading price claims
2. 绝对命令原则
Principles： ❖ What is right for one is right for all.
❖ Categorical imperatives: all forms of perative might be wrong and must be avoided.
❖ A reporter should not represent himself or herself as anything other than a reporter when gathering information for a story.
apart from any and all circumstaces.Their basic right to self-dtermination should not be violated by using them as simply a means to accomplish a goal.
The Print Media (continued)
职业新闻记者协会 SPJ
Society of Professional Journalists
SPJ Code (1973,1984,1987,1 996):
❖ Four Principles
SPJ Code
❖Four main priciples:
5. 自我决断原则（续）
No one should allow himself or herself to be treated as a means to someone else’s ends.
The rights, values, and decisions of others must always be respected.
Parental guidance suggested
Some content may be objectionalble for children under 13 (a new category added in 1984)
Resricted to persons over age 17 unless accompaned by parent or adult guardian
2. 绝对命令原则（续）
Immanuel Kant: ❖ Right is right and
should be done, no matter what the consequences. ❖ Concience informs us what is right.
3. 功利原则
Utility: ❖ The greatest benefit for the greatest number
✓ Offensive statements
✓ The circulation of harmful rumors about a competitor
The Advertising Industry (continued)
美国广告协会与国际 商业促进机构
Amarican Advertising Federation &
1. 中庸之道
Aristotle: ❖ Too much food as well
as too little food spoils health. ❖ Moderation was the key.
1. 中庸之道（续）
In ethical dilemmas, the proper way of behaving lies between doing too much and doing too little.