Table of Contents
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Table of Contents to the 10th Edition
ACKNOWLEDGEMENTS IX
ABOUT THE AUTHORS XI
PREFACE XIII
ETHICAL FOUNDATIONS AND PERSPECTIVES 1
PART 1 – NEWS 37
CHAPTER 1: INSTITUTIONAL PRESSURES 41
- Fox News 42
- Access to the Internet 47
- Bankruptcy at the Philadelphia Inquirer 49
- Paid Journalism Worldwide 54
CHAPTER 2: TRUTHTELLING 62
CHAPTER 3: REPORTERS AND SOURCES 79
- The WikiLeaks Website 81
- Stolen Voice Mail 85
- Covering the Middle East 87
- Korea Bans U.S. Beef: Candlelight Vigil 91
- Watergate and Grand Jury Information 94
CHAPTER 4: SOCIAL JUSTICE 102
- Crisis in Darfur 103
- “A Hidden America: Children of the Mountains” 107
- Global Media Monitoring Project 111
- Ten Weeks at Wounded Knee 114
- Peace Journalism 119
CHAPTER 5: PRIVACY 126
- Facebook and Social Media Networks 129
- The Controversial USA PATRIOT Act 134
- Blogger’s Code of Ethics 138
- Dead Body Photo 141
The Heart of the Matter in News Ethics 147
PART 2 – PERSUASION IN ADVERTISING 149
CHAPTER 6: THE COMMERCIALIZATION OF EVERYDAY LIFE 157
- All Is Not What it Seems: Pondering Guerrilla Marketing 161
- DTC Advertising: Prescription Drugs as Consumer Products? 165
- Cause-Related Marketing: Are You Buying it? 170
- “Like” as Social Currency: Empowerment or Exploitation? 174
CHAPTER 7: ADVERTISING IN AN IMAGE-BASED CULTURE 181
- Altering Images: Attaining the Unattainable? 183
- Stereotyping Disability 187
- Spectacle for Social Change: Celebration or Co-optation? 192
- Anti-Obesity: A Question of Images 197
CHAPTER 8: THE MEDIA ARE COMMERCIAL 202
- Media Gatekeeper 205
- Native Advertising: Advertising and Editorial Content 209
- Welcome to Madison and Vine 212
- Ad Blocking: A Perfect Storm 216
CHAPTER 9: ADVERTISING’S PROFESSIONAL CULTURE 220
- “’. . . Perhaps the Absence of a Code of Ethics’”? 223
- Branding: Making the Same Different, Again 228
- Niche Markets, Niche Media 231
- Ethical Vision: What Does it Mean to Serve Client Well? 238
- The Risky Client: Yes? No? 241
The Heart of the Matter in Advertising Ethics 248
PART 3 – PERSUASION AND PUBLIC RELATIONS 251
CHAPTER 10: PUBLIC COMMUNICATION 255
- Publicity and Justice 256
- The Many Friends of the Candidate 260
- Corporate Speech and State Laws 263
- “Better Make Room” for Government Campaigns 265
CHAPTER 11: TELLING THE TRUTH IN ORGANIZATIONAL SETTINGS 270
- Private Issues and Public Apologies 271
- #AskSeaWorld Faces Tides of Protest 276
- A Healthy Drink? 278
- Reporting Recovery 281
- Posting #Truth @Twitter 283
CHAPTER 12: CONFLICTING LOYALTIES 288
- Accelerating Recalls 289
- Representing Political Power 293
- Paying for Play? 296
- Thank You for Smoking 297
- Tragedy at the Mine 299
CHAPTER 13: THE DEMANDS OF SOCIAL RESPONSIBILITY 305
- “One for One: You Are TOM” 306
- Ice Bucket Challenge Fundraising 308
- Tackling Domestic Violence 311
- Brewing Racial Discourse? 313
The Heart of the Matter in Public Relations Ethics 318
PART 4 – ENTERTAINMENT 321
CHAPTER 14: VIOLENCE 327
- Hear It, Feel It, Do It 329
- Violence-Centered 334
- Comics for Big Kids 337
- Video Gaming Changes the Rules 340
CHAPTER 15: PROFITS, WEALTH, AND PUBLIC TRUST 343
- Copyright and Cultures 344
- Deep Trouble for Harry 346
- Super Strip 349
- Duct Tape for TV 350
- The Lone Ranger and Tentpoles 352
- Faux Doc, Twice Baked 354
CHAPTER 16: MEDIA SCOPE AND DEPTH 358
CHAPTER 17: CENSORSHIP 371
- The Voice of America 372
- Frontal Assault 374
- South Park’s 200th 377
- Rescue Us 379
- Lyrics No So Cool 385
The Heart of the Matter in Entertainment Ethics 385