MM – 5001

BUSINESS ETHIC AND BUSINESS LAW

MIDTERM ASSIGNMENT

Psychology For Mass Media Audience

La Ode Muhamad Arief Akbar

29109367

MASTER OF BUSINESS ADMINISTRATION

BANDUNG INSTITUTE OF TECHNOLOGY
BANDUNG
2010
 MBA Program
School of Business and Management
Institute of Technology Bandung

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Name : La Ode Muhamad Arief Akbar

Student ID : 29109367
Email : arief.akbar@sbm-itb.ac.id Mobile Phone : 0857 2020 8302
Course Code and Title : MM 5001 Business Ethics and Business Law
School : School of Business and Management Program Code : MBA
Lecturer : Karl Knapp, MSc, PhD Tutor : -
Day, Time, Location of Tutorial / Practical : -
Assignment Number : Mid - Test Due date : October 4, 2010
Assignment topic / case : PSYCHOLOGY FOR MASS MEDIA AUDIENCE - Advertising and Other Public Statements
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Psychology for Mass Media Audience: Advertising and Other Public Statements

The influence of mass media increased in line with our society is advancing

steadily on the information-based economy. Clearly the media provide the most

efficient where education about psychology can be given on a number of large

public audiences. Unfortunately, what the public learned is the psychology that is

often distorted, trivialized, exaggerated, or inaccurate information.

This paper will discuss problems related to the implementation of psychology for

mass media audience viewed from several different perspectives. Discussion of

the topics by using several perspectives is a necessity considering the publications

that come from one party may result in reduced objectivity. Before starting the

discussion on media psychology implementation, this paper will present some

concepts and theories related to psychology in mass media audience.

Psychology For Mass Media Audience

The books and articles written to sell that which tries to provide information about

psychology concepts or phenomena, featuring some of the concept of the article

when done earnestly and objectively.

Psychologists have difficulty here. In the other hand, it is useful to

society when psychologists more actively involved in the media, thus
exclude the public to receive more precise information about human
behavior. Unfortunately the media has to make a sensational,
exaggerated and, choose a quick format, which usually provide
information that shallow (Koocher, 1993).

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The difference between fact and speculation often becomes unclear. What do

psychologists say is an opinion often given attribute as a consensus in these

disciplines. Broad learning to the audience about the concept of psychology,

research findings and sources of mental health, if done well, it will get the benefits

to society as the profession.

In the United States, there has been a long tradition of psychologists appearing in

the media in a variety of guises—pundits offering insight on news stories, talk

show guests giving advice to the studio audience, or even as presenters of radio

and television shows whom members of the public call for on-air therapy. The

extent to which psychologists can actively “practice” counseling skills in a public

domain is questionable.

During the 1980s a group of radio psychologists formed the Association

for Media Psychology, which then became an official division (number
46 of the APA).

For these psychologists, “media psychology” meant the practice of

psychology through media outlets, rather than the systematic study of
behavioral aspects of the media, rather in the way that “clinical
psychology” refers to the medium in which therapies are practiced rather
than a study of “the clinic” as such (Broder, 1999).

Many of the psychologists who practice on the air in the United States have turned

it into a full-time profession. Joyce Brothers began her own talk radio show at the

start of the 1960s, and was followed by others such as Sonya Friedman, Toni

Grant, and Lawrence Balter (Friedland & Koenig, 1997). Some have left

academic posts or private practice to become, in effect, full-time broadcasters and

journalists; others continue to lecture and practice part time. Most of the time,

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professional ethics restrict them from doing little more than offering “advice” to

viewers or listeners, much in the same way as medical experts cannot diagnose a

caller’s illness but can make sensible suggestions based on more than common

sense.

American Psychological Association’s Code of Conduct

First of all let’s take a look on the Ethical Principles of Psychologists and Code Of

Conduct. The American Psychological Association's (APA) Ethical Principles of

Psychologists and Code of Conduct (hereinafter referred to as the Ethics Code)

consists of an Introduction, a Preamble, five General Principles, and specific

Ethical Standards.

In the process of making decisions regarding their professional behavior,

psychologists must consider this Ethics Code in addition to applicable laws and

psychology board regulations. In applying the Ethics Code to their professional

work, psychologists may consider other materials and guidelines that have been

adopted or endorsed by scientific and professional psychological organizations

and the dictates of their own conscience, as well as consult with others within the

field. If this Ethics Code establishes a higher standard of conduct than is required

by law, psychologists must meet the higher ethical standard. If psychologists'

ethical responsibilities conflict with law, regulations, or other governing legal

authority, psychologists make known their commitment to this Ethics Code and

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take steps to resolve the conflict in a responsible manner in keeping with basic

principles of human rights (American Psychological Association, 2010).

GENERAL PRINCIPLES
This section consists of General Principles. General Principles, as
opposed to Ethical Standards, are aspirational in nature. Their intent is to
guide and inspire psychologists toward the very highest ethical ideals of
the profession. General Principles, in contrast to Ethical Standards, do
not represent obligations and should not form the basis for imposing
sanctions. Relying upon General Principles for either of these reasons
distorts both their meaning and purpose.

As we can see in the code of ethics, each and every psychologists must strive to

achieve efficiency, effectiveness, and avoid any misconduct; otherwise they will

receive a punishment for their disobedience. Sadly, even with the implementation

of this new set of regulation infringement still happens.

Infringements

There is a book about the psychological test called " Understanding and Working

Psychotest" sold in bookstores. The contents of the book are the questions about

the test of general ability, academic potential test, psychological test, personality

tests, mental health and special tests which also contains the answer key (Zaman,

2010). What is interesting is the author of the book is not a psychologist (possibly

the name and title camouflaged in such a way) but the comment about the book is

a psychologist. Form of comment like this:

"This book is appropriately called 'The handbook of psychotest'. Very

rich in diversity with quality standards for the professional psychological
test". (Lorens Bakar, M.Psi., 2010)

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Analysis

A psychologist who gave a statement in a handbook in the face of psychological

test, which statement inform psychologists as well as promote to the public, that

we will be able to work on psychological well after buying this book (Spiegel,

1993). Potential issues that may arise as a result of that statement is a false

perception in the community about the psychological test that considers

psychological test is an easy thing.

In this case, the psychologist can get benefits such as popularity, given the

commercial advantages from the publisher or the author of the book but there are

also some disadvantages such as bad stigma obtained by colleagues as a fellow

psychologist. In addition, buyers and readers, in this case as a consumer would get

the benefits of knowing a description of the problems and how to do

psychological test, but the losses generated by the consumer is then to be invalid

psychological test and not be able to measure consumers' ability and personality

the truth. Both of these later became a dilemma for both sides that psychologists

who provide testimony on the psychological test manuals as well as readers or

book buyers as consumers, as there are advantages and disadvantages for both

parties.

 According to the APA viewpoint:

Testimonials spoken by that psychologist is not in accordance with APA

General Principle of points A, Beneficence and Nonmaleficience (American

Psychological Association, 2010).

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 Principle A: Beneficence and Nonmaleficence
Psychologists strive to benefit those with whom they work and take care
to do no harm. In their professional actions, psychologists seek to
safeguard the welfare and rights of those with whom they interact
professionally and other affected persons, and the welfare of animal
subjects of research. When conflicts occur among psychologists'
obligations or concerns, they attempt to resolve these conflicts in a
responsible fashion that avoids or minimizes harm. Because
psychologists' scientific and professional judgments and actions may
affect the lives of others, they are alert to and guard against personal,
financial, social, organizational, or political factors that might lead to
misuse of their influence. Psychologists strive to be aware of the possible
effect of their own physical and mental health on their ability to help
those with whom they work.

Psychologists have been promoting a book of psychological test, psychological

test, while the learned will not misrepresent the actual client. So with helped

promote the book, the psychologist had been detrimental to the target

consumers of the book.

Testimonials spoken by that psychologist is also not in accordance with APA

General Principle of points C, Integrity (American Psychological Association,

2010).

Principle C: Integrity
Psychologists seek to promote accuracy, honesty, and truthfulness in the
science, teaching, and practice of psychology. In these activities
psychologists do not steal, cheat, or engage in fraud, subterfuge, or
intentional misrepresentation of fact. Psychologists strive to keep their
promises and to avoid unwise or unclear commitments. In situations in
which deception may be ethically justifiable to maximize benefits and
minimize harm, psychologists have a serious obligation to consider the
need for, the possible consequences of, and their responsibility to correct
any resulting mistrust or other harmful effects that arise from the use of
such techniques.

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A psychologist was giving a statement to promote the book, so he could

influence the target consumer to buy the book but the contents was not

necessarily reliable.

Based on the subsection in the APA, the psychologists violated subsection 5

(American Psychological Association, 2010).

Standard 5: Advertising And Other Public Statements

5.01 Avoidance of False or Deceptive Statements

(a) Public statements include but are not limited to paid or unpaid
advertising, product endorsements, grant applications, licensing
applications, other credentialing applications, brochures, printed matter,
directory listings, personal resumes or curricula vitae, or comments for
use in media such as print or electronic transmission, statements in legal
proceedings, lectures and public oral presentations, and published
materials. Psychologists do not knowingly make public statements that
are false, deceptive, or fraudulent concerning their research, practice, or
other work activities or those of persons or organizations with which they
are affiliated.
(b) Psychologists do not make false, deceptive, or fraudulent statements
concerning (1) their training, experience, or competence; (2) their
academic degrees; (3) their credentials; (4) their institutional or
association affiliations; (5) their services; (6) the scientific or clinical
basis for, or results or degree of success of, their services; (7) their fees;
or (8) their publications or research findings.
(c) Psychologists claim degrees as credentials for their health services
only if those degrees (1) were earned from a regionally accredited
educational institution or (2) were the basis for psychology licensure by
the state in which they practice.

In this case as, a psychologist he has provided a false statement relating to the

psychological test, where the supposed psychological test is not something

learned first before doing it. If studied first, then this psychological test results

are not really a portrait of a person's ability.

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 Based on the subsection in the APA, the psychologists violated subsection 4

(American Psychological Association, 2010).

5.04 Media Presentations

When psychologists provide public advice or comment via print,
Internet, or other electronic transmission, they take precautions to ensure
that statements (1) are based on their professional knowledge, training, or
experience in accord with appropriate psychological literature and
practice; (2) are otherwise consistent with this Ethics Code; and (3) do
not indicate that a professional relationship has been established with the
recipient. (See also Standard 2.04, Bases for Scientific and Professional
Judgments.)

In this case, the psychologist who gave a statement which recommends to buy

the book in order to work on psychological test questions correctly, was

inconsistent with the code of professional ethics as a psychologist because it

can mislead the general public, because any psychological test is not always

the same as the one on book.

Impact Evaluation

 For the psychologists

Statement submitted by the psychologist is not yet clear truth and to mislead the public

who have or will buy the book so that it can provide psychological

guidance negative impression on other psychologists.

 For the general public

Underestimate the psychological test and could be misleading because of psychological

problems does not always equal to the questions outlined in the book.

Likewise, the key to the answer given.

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 For a psychological test instrument

Confidentiality, validity and reliability test equipment would be declined.

Conclusion and Suggestion

Based on the results of the discussion on the case above, it can be concluded that a

psychologist should not provide a statement that could mislead the public on

matters related to psychology. While in this case, the psychologist has provided a

positive statement and an invitation to read a book detailing the psychological test

questions. So with this, psychologists have given a misleading public statement.

Psychologists should be more careful in giving statements to the public especially

in this case the mass media. I recommend that before doing any act, a

psychologist must consider the rules that apply in the psychology ethics code and

consider the consequences that may arise as a consequence for his actions in the

mass media.

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Bibliography:

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Association: Ethical Principles of Psychologists and Code of Conduct. Retrieved
February 9, 2010. Available from: http://www.apa.org/ethics/code2002.html.
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Broder, M. S., 1999. So you want to work in the media? 21 things I wish I had
known when I first asked myself that question. In L. L. Schwartz (Ed.),
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Fischoff, S., 2005. Media Psychology: A Personal Essay in Definition and

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