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2011

Case Summary:
A classic case of Yellow journalism versus ethical journalism. The case study talks about a television reporter Deana who had to go against her organisation to act ethically. The world is changing, so are the values. In the past media houses were run by people who wanted to make the public aware of events as they took place, but today the media houses are run by monetary interests. A journalist might want to speak only truth, but the true stories drafted by him will only see light if the promotional team approves. If the promotional team who is bound to safeguard the business interests of the media group finds the stories drafted by the journalist contrary to the interests of the media group, the latter will either have to drop his stories or compromise on the content. In either case truth is the first casualty. Deanas news story which exposed the harmful effects of an experimental drug for cancer was titled as Answer To Cancer by the promo-team of the news channel. This was completely misleading as to the original story was to let the people know about the fatal effects of the drug. The promo-team was keen on sensationalizing the story and gain more TRPs, so they designed the title of the story in a way that it would attract more eyeballs without thinking about the ethical obligations. But deana took a stand against the decision of her promo-team. She was adamant on not letting the promo-team use her story with the suggested title. Deanas concern was to not miss-lead the people. So she fought and succeeded in carrying out her story without any sensationalization and ambiguity. Deana acted as a responsible journalism. Journalism ethics and standards comprise principles of ethics and of good practice as applicable to the specific challenges faced byjournalists. Historically and currently, this subset of media ethics is widely known to journalists as their professional "code of ethics" or the "canons of journalism".The basic codes and canons commonly appear in statements drafted by both professional journalism associations and individual print, broadcast, and online news organizations. While various existing codes have some differences, most share common elements including the principles of truthfulness, accuracy, objectivity, impartiality, fairness and public accountability as these apply to the acquisition of newsworthy information and its subsequent dissemination to the public.

Questions & Answers: Question No 1 1

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Answer : Deanas Ethical dilemma:

2011

Deanas news story was to educate people about the harmful effects of an newly developed cancer drug, but the title for her story as suggested by the promotional team was misleading and was created with the sole intention of creating restlessness among the viewers without thinking of the future consequences. Deana knowing the seriousness of the issue took a stand against her organization. She threatened the promo-team that she would erase the tapes and footages of the story if they dont change the title and keep it in accordance to her news story. These was a classic case of a Journalism fighting against her organization to protect the ethics and values of her profession. Deana knew that; The title as suggested by the promo-team was misleading and over sensationalized. A wrong and ambiguous message would have risked thousands of lives. It was against the values and ethical Journalism.

Question No 2 Answer: Yes, Deanas respond to the situation was justified and she upheld the values of her
profession.

But if she would have not acted against the promo-team , it would have benefited the network with high TRPs and more revenues. A title like that would have created restlessness among the viewers and henceforth attracting more eyeballs. But it would have cost the network in the following ways, Legal Implications : carrying out a misleading story could land the network in legal implications. It could also risk the lives of many. All these would have certainly brought a very bad name to the Network, completely destroying its reputation.

Question No3 Answer : How Deana responded to the situation was probably not the most suitable way.
But considering the seriousness of the issue and the conditions, Deanas decision to threaten the promo-team to erase all the content can be justified. Other alternative ways for Deana could have been: She could take the issue to higher authorities inside the organization or complain it to the press regulatory body. She could opt out and sell the story to a more sensible network.

Question No4 2

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2011

Answer : Possible implications on Deana & the network for using the original title:
Public fury: The story could lead to public rage, protests and the network being sued. legal Implications: This could also lead to banning of the Network by higher authority bodies and other legal implications like fine and compensation. Cancellation of the press card for Deana: This could be fatal for Deanas career.

By, Sanket Khopkar Roll No: 51 ( M & E).