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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

  1. Fox News 42
  2. Access to the Internet 47
  3. Bankruptcy at the Philadelphia Inquirer 49
  4. Paid Journalism Worldwide 54

CHAPTER 2: TRUTHTELLING 62

  1. Obesity Epidemic 63
  2. Al Jazeera 66
  3. The Unabomber’s Manifesto 70
  4. Muhammad Cartoon Controversy 73

CHAPTER 3: REPORTERS AND SOURCES 79

  1. The WikiLeaks Website 81
  2. Stolen Voice Mail 85
  3. Covering the Middle East 87
  4. Korea Bans U.S. Beef: Candlelight Vigil 91
  5. Watergate and Grand Jury Information 94

CHAPTER 4: SOCIAL JUSTICE 102

  1. Crisis in Darfur 103
  2. “A Hidden America: Children of the Mountains” 107
  3. Global Media Monitoring Project 111
  4. Ten Weeks at Wounded Knee 114
  5. Peace Journalism 119

CHAPTER 5: PRIVACY 126

  1. Facebook and Social Media Networks 129
  2. The Controversial USA PATRIOT Act 134
  3. Blogger’s Code of Ethics 138
  4. 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

  1. All Is Not What it Seems: Pondering Guerrilla Marketing 161
  2. DTC Advertising: Prescription Drugs as Consumer Products? 165
  3. Cause-Related Marketing: Are You Buying it? 170
  4. “Like” as Social Currency: Empowerment or Exploitation? 174

CHAPTER 7: ADVERTISING IN AN IMAGE-BASED CULTURE 181

  1. Altering Images: Attaining the Unattainable? 183
  2. Stereotyping Disability 187
  3. Spectacle for Social Change: Celebration or Co-optation? 192
  4. Anti-Obesity: A Question of Images 197

CHAPTER 8: THE MEDIA ARE COMMERCIAL 202

  1. Media Gatekeeper 205
  2. Native Advertising: Advertising and Editorial Content 209
  3. Welcome to Madison and Vine 212
  4. Ad Blocking: A Perfect Storm 216

CHAPTER 9: ADVERTISING’S PROFESSIONAL CULTURE 220

  1. “’. . . Perhaps the Absence of a Code of Ethics’”? 223
  2. Branding: Making the Same Different, Again 228
  3. Niche Markets, Niche Media 231
  4. Ethical Vision: What Does it Mean to Serve Client Well? 238
  5. 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

  1. Publicity and Justice 256
  2. The Many Friends of the Candidate 260
  3. Corporate Speech and State Laws 263
  4. “Better Make Room” for Government Campaigns 265

CHAPTER 11: TELLING THE TRUTH IN ORGANIZATIONAL SETTINGS 270

  1. Private Issues and Public Apologies 271
  2. #AskSeaWorld Faces Tides of Protest 276
  3. A Healthy Drink? 278
  4. Reporting Recovery 281
  5. Posting #Truth @Twitter 283

CHAPTER 12: CONFLICTING LOYALTIES 288

  1. Accelerating Recalls 289
  2. Representing Political Power 293
  3. Paying for Play? 296
  4. Thank You for Smoking 297
  5. Tragedy at the Mine 299

CHAPTER 13: THE DEMANDS OF SOCIAL RESPONSIBILITY 305

  1. “One for One: You Are TOM” 306
  2. Ice Bucket Challenge Fundraising 308
  3. Tackling Domestic Violence 311
  4. Brewing Racial Discourse? 313
    The Heart of the Matter in Public Relations Ethics 318

PART 4 – ENTERTAINMENT 321

CHAPTER 14: VIOLENCE 327

  1. Hear It, Feel It, Do It 329
  2. Violence-Centered 334
  3. Comics for Big Kids 337
  4. Video Gaming Changes the Rules 340

CHAPTER 15: PROFITS, WEALTH, AND PUBLIC TRUST 343

  1. Copyright and Cultures 344
  2. Deep Trouble for Harry 346
  3. Super Strip 349
  4. Duct Tape for TV 350
  5. The Lone Ranger and Tentpoles 352
  6. Faux Doc, Twice Baked 354

CHAPTER 16: MEDIA SCOPE AND DEPTH 358

  1. Reel History 359
  2. They Call It Paradise 362
  3. Tragedy Lite 363
  4.  Training in Virtue 366

CHAPTER 17: CENSORSHIP 371

  1. The Voice of America 372
  2. Frontal Assault 374
  3. South Park’s 200th 377
  4. Rescue Us 379
  5. Lyrics No So Cool 385
    The Heart of the Matter in Entertainment Ethics 385

INDEX 387