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SEARCHING for a PLACE in the JOURNALISTIC SUN: a Delplll SEARCHING FOR A PLACE IN THE JOURNALISTIC SUN: A DELPlll STUDYOF FUTURE ETHICAL ISSUES FOR THE NEWS MEDIA By: REBECCA JEANNE TALLENT Bachelor of Arts in Education University of Central Oklahoma Edmond, Oklahoma May, 1975 Master of Education University of Central Oklahoma Edmond, Oklahoma May, 1977 Submitted to the Faculty of the Graduate College of Oklahoma State University " in partial fulfillment of the requirements for the Degree of DOCTOR OF EDUCATION July, 1995 OKLAHOMA STAT.I!; U.Nl V!i.J;fbl'J."I SEARCHING FOR A PLACE IN THE JOURNALISTIC SUN: A DELPHI STUDY OF FUTURE ETHICAL ISSUES FOR THE NEWS MEDIA Thesis Approved: dbO?hbh (.~ Dean of the Graduate College 11 PREFACE This study offers views concerning the future direction ofjournalism/mass communication ethics primarily through the opinions of a panel of experts. Specifically, this study offers views on what ethical problems journalists (reporters, editors, producers, TV news anchors, managers, students, and educators) are likely to face in the near future, and offers some suggestions on how to deal with these prospective problems. I would like to thank Dr. Charles Fleming, my advisor and dissertation chairman, for his wisdom, guidance, patience, and humor throughout this study. I would also like to thank Dr. Edward Welch, Dr. Maureen Nemecek, and Dr. Thomas Karman, my committee members, for their contributions to this study and to my academic experiences at Oklahoma State University. In addition, thanks go to those who participated in the pilot study -- Ann Dee Lee, Arnold Hamilton, and Dennie Hall. Their intelligent feedback helped enormously as I outlined and refined the study questions in Round II. More thanks to Ann Dee Lee for her constant assistance and editing skills. Special thanks to my husband, Roger S. Saunders, for his editing, encouragement, patience, and for helping me keep my perspective. iii TABLE OF CONTENTS Chapter Page I. IN"TRODUCTION ........................................................................... 1 General ............................................................... , .................... 1 Background ............................................................................. 4 Statement of the Problem ......................................................... 6 Purpose of the Study ................................................................ 7 Research Questions .................................................................. 7' Methodology ........................................................................... 8 Significance of the Research .................................................... 9 Scope and Limitations ............................................................. 9 Outline of the Study .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 10 II. MEDIA ETIIlCS: FIN"DIN"G A PLACE IN" Tiffi SUN .................... 11 Overview ................................................................................ 11 Background of the Problem ........... :........................................ 11 Research on Journalism Ethics .. .. .. ... .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 19 Legal Restraints of Journalism Ethics ...................................... 24 Continuing Issues of Journalism Ethics .................................... 27 Research in Teaching Journalism Ethics ................................... 46 IV Chapter Page III. METHODOLOGY ......................................................................... 53 Overview ................................................................................ 53 Research Methodology ........................................................... 53 Sampling of Subjects .............................................................. 54 Study Participants ................................................................... 54 Research Instrument ......................................... :..................... 58 Timeline for Study ........................ ;......................................... 61 Pilot Studies ........................................................................... 61 Research Design ...................................................................... 62 Data Collection Plan ............................................................... 64 Data Processing and Alanysis ................................................. 64 Summary .......... :..................................................................... 65 N. ANALYSIS OF DATA ...................... :......................................... 66 General .................................................................................. 66 Round I ................................................................................. 67 Round II .............................. : ................................................. 97 Round III ................. .' ........................................................ ,";.... 123 V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ......................................................... 139 General ................................................................................. 139 Summary and Conclusions ..................................................... 141 Discussion . .. .. .. .. 146 Recommendations for Implementation .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 149 Recommendations for Further Research .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 151 Conclusion ............................................................................. 153 REFERENCES .................................................................................... 155 V Chapter Page APPENDIXES ..................................................................................... 160 APPENDIX A - THE PANELISTS: BIOGRAPlllCAL INFORMATION ...................... 160 APPENDIX B - INTRODUCTORY LETTE ............................. 175 APPENDIX C - FOLLOW-UP LETTER .................................. 176 APPENDIX D - ROUND I COVER LETTER .......................... 177 APPENDIX E - ROUND I SURVEY INSTRUMENT .............. 178 APPENDIX F - ROUND II COVER LETTER .......................... 179 APPENDIX G-ROUND II SURVEY INSTRUMENT ............. 180 APPENDIX H - ROUND ill COVER LETTER ......................... 194 APPENDIX I - ROUND ill SURVEY INSTRUMENT ............... 195 APPENDIX J - ROUND I VERBATIM RESPONSES ................ 197 APPENDIX K - ROUND II RESPONSES .................................. 253 APPENDIX L - ROUND ill VERBATIM RESPONSES ............ 274 APPENDIX M - RESEARCH APPROVAL ................................ 370 V1 CHAPTER I INTRODUCTION General Objectivity and fairness are the two key words describing ethics in journalism. Or, at least, they are the two primary words used to describe ethics to young journalists as they prepare to enter the profession. Objectivity and/or fairness can be found in every code of ethics available to reporters, but the words beg the question of how much weight do these terms have in relationship to the "real world" of the professional journalist? Due to problems ofjournalists accepting gifts from news sources, which the Society of Professional Journalists (SPJ) National Ethics Committee said could bias the reporter in favor of that source, the committee added the phrase: "A journalist should accept nothing of value from news sources ... 1" in the 1972 revision of its code of ethics. Since the addition of that phrase, working journalists -- from novice reporters to. publishers -- have argued exactly what "of value" means in terms of a reporter doing his or 1 Code ofEthics, Society of Professional Journalists, Chicago, IL, 1972. her job. Does it mean not accepting a cup of coffee, or lunch, or football tickets, or professional discounts for services or merchandise2? Other professional groups, such as Investigative Reporters & Editors (IRE), the American Society of Newspaper Editors (ASNE), and the Radio and Television News Directors Association (RTNDA), have experienced similar arguments in attempting to narrow the scope of ethical considerations in recent years. Some news media professionals have openly questioned if ethics have a place within the journalistic profession. But other news media professionals and educators have asked: what are the ethical issues to be explored3? Do the issues go beyond objectivity and fairness into specifics, or do specifics appear to be too much governance in a profession which has no regulation or licensing, and therefore any ethical code cannot have an enforcement clause because it would violate a person's constitutional rights4? Another aspect of this issue is the recent outcry of the general public concerning journalism ethics. Three of the 1992-93 cases where the general public openly complained about a lack ofjournalistic ethics through letters to the editors, radio and television talk shows and in other forums are: the NBC/General Motors case where the gas tanks of a GM pickup truck were rigged with explosives to make sure the gas tanks exploded\ accusations by Oklahoma Gov. David Walters that news reporters -- Especially The Daily 2 Floor argwnents, the Society of Professional Journalists National Conference, Atlanta, GA, November, 1984; from SPJ Conference minutes. 3 ibid. 4 Stanford, Bruce, Address to the Society of Professional Journalists National Conference, Atlanta, GA, November, 1984; from SPJ Conference minutes. 5 Dateline NBC, NBC News, November, 1992. 2 Oklahoman reporters -- hounded his son Sean after a drug-related arrest until the 20-year-
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