Over the last few years, the O.J. Simpson case, then the
Lewinsky-Clinton affair, and scores of minor scandals have
dominated the US press, often taking precedence over important
domestic and international issues. This tabloidization of the news
media, both here and abroad, has proved that "the market" cannot
insure media quality. In a democracy, for media to function well,
they must be free of both political and economic muzzling. The only
solution is to add self-regulation, or quality control, by
professionals and public to the other two forces, the market and
state regulation. In this controversial volume, Claude-Jean
Bertrand sets out to define a set of accountability
systems--democratic, efficient, and harmless--to insure true
freedom and quality of media. This brief, highly literate volume
focuses not on philosophical foundations of media ethics or case
stories, but on what is now missing in the codes. Many books deal
with media ethics but few deal with accountability. Media Ethics
and Accountability Systems zeroes in on the many nongovernmental
methods of enforcing "quality control," and on the difficulty of
getting the media microcosm to accept such accountability. To
remedy this lack, Bertrand proposes rethinking existing "media
accountability systems," some 30 to 40 in number, and creation of
new ones. He observes that existing systems are rooted in four
basic approaches: training: the education of citizens in media use
and the incorporation of ethics courses in journalistic education;
evaluation: criticism (positive and negative) not only from
politicians, consumerists, and intellectuals, but from media
professionals themselves; monitoring: by independent, academic
experts over extended periods of time into the long-term effects;
and feedback: giving ear to the various segments of media users and
their needs and tastes, rather than scrutinizing sales and ratings.
Media Ethics will be of particular interest to academics in the
fields of communication and journalism, as well as to the general
reader with an interest in public issues and a civic concern for
society.
General
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