Ethics

When: Week 8
What: Lecture 8
Who: Dr. John Harrison

This week's lecture was taught by Dr. John Harrison and was solely about Ethics. I am quite honoured to have been taught by Dr. John Harrison because his knowledge of Ethics is phenomenal. This week's lecture was my favourite lecture, so far this semester. Dr. John Harrison is an extraordinary teacher. His lecture was fun, engaging and even funny at times. 

The Good, The Bad and The Ugly

Dr. John Harrison began the lecture with a decision making activity. My peers and I were shown a slideshow displaying ten advertisements and we were told to decide whether the advertisements are ethical, unethical, good taste and bad taste. 

I was quite surprised by the results as a vast amount of the commercials that I deemed as unethical were seen as ethical by others. I was somewhat offended by a statement that was made in the tenth and final commercial. The commercial was written, directed and filmed by Dr. Bruce Redman and was titled "Flamin' Fool". 

The doctor in the "Flamin' Fool" commercial stated:

This statement upset me, as I have undergone numerous operations and all of which have marked body with large scars. I understand that the concept of the commercial is to make people understand that pouring fuel on fires is dangerous and can sometimes result in burns and scars, but to some people scars are an uncontrollable part of life. I respect my tutors and lecturers immensely, but I believe that the "Flamin' Fool" commercial was ethical but was of bad taste. 

RSPCA Commercial

I believe that the following "RSPCA" commercial is ethical and is of good taste. 

Burger King Advertisement

I believe that the following "Burger King" advertisement is unethical and is of bad taste. 

The Three Paradigms of Ethics

During the lecture, Dr. John Harrison described three paradigms of ethics that a person uses to decide what is ethical or unethical, good or bad and right from wrong. This is what they are:

• Deontology
• Consequentialism (aka Teleology)
• Virtue

Deontology

Deontological ethics are based around rules, principals and duties. When it comes to ethics in journalism and communications, there are a vast range of rules, principals and duties that a person in the profession has to adhere to. In the journalism profession, some of the principals include accuracy, truthfulness and objectivity, just to name a few. Deontological ethics are formed by and imbedded in the various journalistic codes of ethics.

Consequentialism

Another paradigm of ethics is consequentialism. During the lecture, Dr. John Harrison described consequentialism as when the end justifies the means. In journalism, this could mean that it doesn't matter how the journalist acquires information, as long as the journalist acquires the information that they need.

Virtue

Virtue ethics differentiate from deontology and consequentialism immensely. Dr. John Harrison stated during the lecture that virtue ethics are about "intrinsic values". He also described intrinsic values, as the values that drive the way a person lives their life and the values that drive a person's work practices.

Dr. John Harrison stated that he prefers journalists who are driven by intrinsic values over those who practice deontology and consequentialism. A person who is driven by ethics or intrinsic value, is a person who has good character and is a person who is driven by courage, justice, temperance and prudence. 

What Codes are There?

Polycystic Ovarian Syndrome: My Emotional Journey

It was two days before my 19^th Birthday when I was diagnosed with polycystic ovarian syndrome

I have always been a healthy person. There isn't a history of any forms of medical illness in my family, so it came as a shock to me when I was diagnosed with polycystic ovarian syndrome.

Three weeks before my diagnosis, my weight had increased rapidly. I would consistently feel sharp, stabbing pains in my lower abdomen, and I would occasionally feel dizzy and nauseous. This was when I came to the conclusion that I needed to seek medical attention, as I knew there was something wrong. My doctor insisted that I wasn’t ill, claiming that there was a chance that I was 21 weeks pregnant. To prove his prognosis, my doctor requested that I was to have an ultrasound immediately. I knew that he was wrong. 

The ultrasound was the most horrific and traumatic experience of my life. The ultrasound technician examined me, and then informed me that I had an ovarian cyst that was 10 cm x 15 cm x 18 cm in diameter. She then stated that there was a possibility that the cyst was cancerous, and there was a chance that I’d never be able to conceive a child. After hearing this news, I began to panic and cry hysterically. How could I possibly have cancer? I have always been a family person, and my ultimate goal in life is to one day have a family of my own. Within a second, my dreams and my future had been snatched away from me. 

Later that day, the stabbing pains in my lower abdomen had increased. I wasn’t able to stand, keeling over in pain I began to scream. I was than rushed to the emergency ward at the "Mater" hospital where the nurses and doctors sedated me with morphine, and held me at the hospital overnight for observation.

During my hospitalisation, the doctors examined my ultrasound and informed me that the cyst was attached to my left ovary, meaning that my right ovary was perfectly fine. This to me was a massive relief because a person can still conceive a child with one ovary. They also stated that I have polycystic ovarian syndrome and told me that I shouldn’t do any form strenuous exercise. They explained that if I did any form of strenuous exercise, there was a chance that the cyst would twist, causing damage to both of my ovaries and internal bleeding.

Public Media

When: Week 7
What: Lecture 7
Who: Dr. Bruce Redman


The lecture this week was about Public Media. Overall, the lecture was intriguing. One thing I did notice was that Dr. Bruce Redman mentioned the "ABC" a lot more than the other public media broadcasters. He spoke very highly of the "ABC", which I assume is because Dr. Bruce Redman has experience working for the "ABC".

Public Media in Australia

Public Media on an International Level

Public Media in Australia - Community Media

What is Public Media's Role in a Democratic Society?

Dr. Bruce Redman stated that the role of public media in a democratic society is to "support the public and the democratic process". 

Public value is a key element that all public media should contain and is described by the "British Broadcasting Corporation" (BCC) as:

1. Embedding a 'public service ethos

2. Value for license fee money

3. 'Weighing public value against market impact'

4. Public consultation

In Australia, we no longer have a license fee for broadcast stations. In the United Kingdom, a license fee is needed to keep stations like the "BBC", available. In Australia, public consultation is very important to broadcast stations like the "ABC" and "SBS". Public consultation is where a group of individuals, namely people from the general public, express their views and opinions on a stations actions. 

The "SBS", over recent days, has opened their "SBS" radio station to public consultation. Luciana Fraguas stated in an article on the SBS website, that the "SBS" is seeking public consultation so that it can review its radio schedule. 

In 1985, the "Broadcasting Researching Unit" defined public service broadcasting as involving:

• Geographic universality. Public service broadcasting stations should be available to everyone across Australia, no matter where you live.
• Universality of appeal. Public service broadcasting stations should provide for all tastes and interests.
• Public service broadcasting stations should provide special provision for minorities, whether its ethnicity or religion.
• Public broadcasting stations should recognise their special relationship to the sense of national identity and community. In Australia, national identity is all about who we are as Aussies and the indigenous members of our community.  
• Public service broadcasting stations should be distanced from all vested interests, and in particular from those of the government of the day.
• Universality of payment. One main instrument of broadcasting should be directly funded by the corpus of users. 
• Public service broadcasting stations should be structured so as to encourage competition in good programming rather than competition for numbers.
• The public guidelines for broadcasting should liberate rather than restrict broadcasters. 

(http://www.nosuch-research.co.uk/pppp.html)

The ABC

In Australia, there are two major players in public media, the "ABC" and "SBS". The "ABC" has produced a vast range of channels and stations, across television and radio. In Australia, the "ABC" owns four television channels; there is "ABC1" which is available on free-to-air television and there are three digital channels. ABC's three digital television channels include "ABC2", "ABC3" and "ABC News 24". The "ABC" also owns a large number of radio stations. There is "ABC Local Radio", "ABC News Radio", "ABC Radio National", "ABC Classic FM" and "Triple J". The "ABC" also owns three digital radio stations, "ABC Dig Music", "ABC Country" and "ABC Jazz". The ABC also produces some of my favourite television programs, Chris Lilley's "Summer Heights High" and "Angry Boys".

What the ABC Produces

SBS

Dr. Bruce Redman stated that, "SBS" is sometimes described as:

This is because the "SBS" television stations play a lot of world movies and soccer games. Overall, I thought that this statement was hilarious. 

"SBS" owns two television channels, there is "SBS One", which is available on free-to-air television and there is "SBS Two", which is a digital channel. "SBS" also owns the radio station, "SBS Radio". 

What the SBS Produces

The Functions of Public Media

There are four functions of the public media. The four functions include nation building, national heritage, national identity and national conversations. 

Nation Building

Dr. Bruce Redman stated that the function of nation building in public media is to communicate and to unite the whole nation.

National Heritage

National heritage in public media is when a channel or station does a segment or documentary on their nation's history. At the moment, a lot of stations are currently covering the 100th anniversary of the sinking of the "Titanic". Next Wednesday in Australia, the "ABC" and "SBS" will be covering the ANZAC parade.  

National Identity

The function of national identity in public media is to identify who and what we are as a nation, as Australians. The national identity of Australia also includes the indigenous members of our community. 

National Conversations

National conversations in public media includes sporting events and games such as the "State of Origin", "Wimbledon" and the soccer grand final.

Commercialisation of Public Media

Unlike commercial media, public media doesn't make profit from advertising or commercials. The public media generates a large majority of its profit from retail shops and chains. British broadcaster, "BBC", owns an online shop called "BBC worldwide". Similarly, "SBS" owns an online soccer shop called "The World Game Shop" and the "ABC" owns a shop called "The ABC Shop". 

These retail shops and chains sell products that feature content from the broadcaster. "BBC World Wide" and "The ABC Shop" sell DVDs, book, CDs and toys. "The World Game Shop" sells football and supporter gear. 

News - A Key Mechanism of Public Media

During the lecture, Dr. Bruce Redman stated that news is a large part of public media. This is because news is cheap programming and the public want to view it. 

The 'Style' of News

The style of public media is extremely diverse in comparison to commercial media. Public media is seen as very serious and a broadsheet' style. In comparison to commercial media, public media presents news stories about politics and topics of importance, instead of news stories about celebrities and entertainment. Before broadcasting news stories, public media broadcasters check their facts, and they make sure their stories are concise. As a result, public media broadcasters aren't often the ones to break a news story to the public.

Unfortunately, the news style of public media, is often seen as boring, elitist and of limited interest. It can be poorly presented because of a lack of funds and is out of touch. 

Public Media function/communications style

During the lecture, Dr. Bruce Redman described five communication styles used by the public media. 

• The Press - News programs, Q&A programs and current affairs. 
• Entertainment - Programs like, "Angry Boys" on the "ABC" and "Wilfred" on the "SBS".
• Utility - Weather programs and traffic reports. 
• Social - Programs about sport, cooking and DIY. 
• Propaganda - Programs that are thought to be very biased, such as "CCTV" and "Fox News". 

Challenges for Public Media

In the future, public media needs to produce quality programs and better presented news programs. It also needs to become relevant. In contemporary times, Australian broadcast stations aren't catering for a younger audience, and I believe that they are rather boring, they need to be more entertaining. 

Public media needs to engage with the democratic process. This means that it needs to provide programs that give the public a voice, a chance to express their beliefs and opinions. It has to continue to inform the public with accurate, balanced and truthful news and current events, and it needs to be independent. 

I consume a large majority of my news from commercial media programs. Although a lot of their news stories lack relevance, I believe that they are more interesting. They are presented better and they provide news stories that are important to me, celebrity stories and current affairs. Until public media programs can provide this, I intend on sticking to commercial media programs, no matter how 'important', public media claims to be.


PS: My favourite thing that has come from public media is Chris Lilley. Thank you "ABC", there is no question about it, he is a comedic god.

Commercial Media

When: Week 6

What: Lecture 6

Who: Dr. Bruce Redman

In week 6, Dr. Bruce Redman's lecture was about commercial media. So far this semester, the commercial media lecture was the hardest lecture I've attended. Overall, I enjoyed the lecture, and I found that it was very interesting. At first, I had trouble grasping the concept of the form and function of commercial media, but after listening to the recording of the lecture, I have a better understanding of it.

Commercial Media in Australia

I consume a large amount of commercial media on a daily basis. 

Commercial media is everywhere! 

If you have consumed free-to-air television today, listened to the radio, viewed a program on pay-tv and even flipped through a magazine, there is a big fat chance that you've consumed commercial media.

During the lecture, Dr. Bruce Redman, described the different types of commercial media in Australia. When consuming free-to-air television, there are three major channels that are very commercial, these are channels "Seven", "Nine" and "Ten". The three major channels own a variety of new digital channels.

Through my free-to-air television consumption, I have noticed that the new digital channels play a lot of reruns of popular television shows. Dr. Bruce Redman mentioned during the lecture that channel nine's new digital channel, "Extra", is "very commercial". The channel "Extra" is a home shopping channel, so it's solely about advertisers selling their products.  

Another form of commercial media that I use daily is "Foxtel". When I first purchased "Foxtel", I was told that it was 'commercial free'. Through experience, I honestly believe that there are more commercials on "Foxtel", than there are on free-to-air television. If I have to sit through one more life insurance, funeral cover and "Ahh Bra" commercial on "Foxtel", I might just scream.

Why does Commercial Media exist?

Commercial media was solely created so that advertisers could get their products, out to the public. Dr. Bruce Redman stated that it's all about "selling eyeballs and ears to advertisers".

What is Commercial Media?

During the lecture, Dr. Bruce Redman described what Commercial Media is by stating five key points. This is what they are:

• Profit-driven media production
• Commercial Media isn't Government funded or licensed funded
• Commercial Media survives or fails on business success
• The business of commercial media is generating audiences
• Commercial media generates profit by selling advertising to the public.

What do the Major Players in Australian Commercial Media Produce?

During the lecture, eight major players in Australian commercial media, were discussed. This is what they are:

News Limited and News Corporation

The chairman and owner of "News Limited" and "News Corporation" is Rupert Murdoch. Together, these corporations produce films, newspapers, magazines, books, Pay TV and sports. They also produce two of my favourite television programs, "Glee" and "House".

Fairfax Media

"Fairfax Media" produces newspapers, websites and other forms of digital media.

APN - News & Media

"APN - News & Media" produces regional newspapers, radio stations, outdoor advertising (billboards, posters, buses, etc.) websites and digital media.

Nine Entertainment Co.

"Nine Entertainment Co." produces free-to-air and digital television, main events, magazines and digital media. "Nine Entertainment Co." produces a large majority of the magazines that I consume, such as "Grazia" and "Cosmopolitan".

WIN Corporation

"WIN Corporation" produces free-to-air television, radio stations, sporting teams and telecommunications. 

Southern Cross Broadcasting

"Southern Cross Broadcasting" produces free-to-air television and radio stations. Every day I listen to the radio and the station that I consume the most is "B105".

Seven West Media

"Seven West Media" produces free-to-air and digital television, newspapers, magazines, websites and digital media. 

Network Ten

"Network Ten" produces free-to-air and digital television.

The Form and Function of Commercial Media

Form

During the lecture, Dr. Bruce Redman stated that the form of commercial media is commercial. Commercial media is divided into three sectors; these are subscription, sponsored and subsidised. 

Subscription commercial media, includes platforms like Pay-TV, cable and satellite television, which are "Foxtel" and "Austar". Sponsored commercial media, includes free-to-air television and the channels "Seven", "Nine" and "Ten". Subsidised commercial media, is media that is government funded. Dr. Bruce Redman used his experience in the journalism industry to explain subsidised commercial media to my peers and I. I found it interesting when Dr. Bruce Redman stated that the government gave commercial media stations funds, so that they could expand into digital television. 

Function

Dr. Bruce Redman stated that there are three functions of commercial media; these are commercial, propaganda and social.

Propaganda in commercial media, is when a newspaper, magazine, television or radio station, is biased. A free-to-air television program that I believe is biased is, "The Project", on channel "Ten". The comedians and journalists on "The Project" voice their opinions on a story, frequently. 

During the lecture, Dr. Bruce Redman stated that the social function of commercial media, is "good for the community", this is because the news stories that the public consumes, are solely about their local area, making it very hyperlocal.

What is Commercial Media's role in a Democratic Society?

Can commercial media deliver on both commercial (profit) and social ('public trust') functions?

Dr. Bruce Redman answered this question during the lecture. If the commercial media includes the social function, the public will trust the advertiser and their product, which in turn, will generate a larger audience and profit. 

Social Responsibility of the Media in a Democracy

In 1947, the "Hutchins Commission" imposed a list of obligations and responsibilities, that the media had to consider when writing and publishing a news story. Some of these morel obligations and responsibilities are still being considered today. 

1. A truthful, comprehensive, and intelligent account of the day's event in a context which gives them meaning;

2. A forum for the exchange of comment and criticism;

3. The projection of a representative picture of the constituent groups in the society;

4. The presentation and clarification of the goals and values of the society;

5. Full access to the day's intelligence

To keep these obligations and responsibilities under control, there are formal state requirements, a legal prescription and a state oversight. There is also the "Australian Communications and Media Authority" (ACMA), who is a statutory body, and there is the "Australian Press Council" (APC).

Dr. Bruce Redman stated that to guarantee the success of the commercial and social functions of the commercial media, the two functions have to remain separated by an ethical wall.  

C.P Scott, the editor and owner of "The Guardian" stated this:

"The 'first duty [of the media] is to shun the temptations of monopoly. Its primary office is the gathering of news. At the peril of its soul it must see that the supply is not tainted. Neither in what it gives, nor in what it does not give, nor in the mode of presentation much the unclouded face of truth suffer wrong. Comment is free, but facts are sacred."

Which, in other words, means that it's the Media's responsibility to keep the news honest. They shouldn't lie or be biased, but instead state only facts.

New (social?) Controls on Commercial Media

Government Agency - Regulating Content 

Australia the government controls what the public can view on the internet and they do this with a censorship. Dr. Bruce Redman stated that this is a "big problem" because the Government decides what content is questionable and what isn't, based on someones personal opinion.

State Press Subsidies

During the lecture, Dr. Bruce Redman described state press subsidies, as media platforms that are funded or owned by the Government. In turn, this means that the Government can control what news and information is available through the media platform that they fund or own. 

Licensed Journalism 

In Australia, we are able to practice journalism freely. In contrast, international countries like Indonesia don't have this freedom. In East Timor, Indonesia, journalists have to own a licence to practice journalism. 

Style of Commercial Media

The powerpoint that was displayed during the lecture featured two different quotes about the style of commercial media. One quote was from John McManus (Market Driven Journalism), and the other was from Prof. Michael Bromley (SJC 2009). What I took from both quotes is that, Commercial Media can be corrupt, it is low quality journalism and is driven by profits. 

Low quality journalism is evident in commercial television programs like "A Current Affair" and "Today Tonight", where the content and journalism has been, what Dr. Bruce Redman describes as "dumbed down". The style of Commercial Media has also resulted in tabloidisation. Tabloidisation is when commercial media programs like, "A Current Affair" and "Today Tonight" display stories about bad parenting, speeding cameras and weight loss, just to name a few. Tabloidisation, to some audiences, can be deemed as silly and ridiculous. In my opinion, tabloidisation is quite pathetic, as it's only aim is to entertain not educate. 


A news program that I believe is somewhat worse than "A Current Affair" and "Today Tonight" is "Naked News" on Pay TV. Why does a person need to take off their clothes, to read today's news stories? Commercial Media has reached a new low.


The desire to please audiences has also derived from the style of Commercial Media. To please audiences, the Hutchins Commission formed the term "Mickey Mouse" news. 

What are the Challenges for Commercial Media?

One of the many challenges for Commercial Media is that advertising revenues on the television and radio are decreasing. Dr. Bruce Redman stated that the low advertising revenues are caused by the audience being "fragmented" or split over multiple channels and programs. As a result, there are fewer investments and, in turn, the quality of television and radio production has decreased because of low funds. 


A large majority of the television programs that we view, on Australian television, have been brought-in from overseas. Programs like "Two and a Half Men" and "The Big Bang Theory" have been brought-in from America, this is because it's cheaper to bring-in content from overseas, than it is to produce content in Australia. American television programs like "The Simpsons" and "Friends" are repeated on Australian television often. This is because it's cheaper to repeat old episodes than it is to produce or bring-in new episodes from overseas. 

The Future of Commercial Media

The future of Commercial Media, will hopefully include high quality journalism and content that is original, entertaining and most of all, intelligent. The audience will pay for journalism and content that is of high quality, it's what they want and need. 

To maintain and increase the audience of Commercial Media, television and radio stations will have to present content that is riveting and original. As a result of this, the competition of television and radio stations will be greater, forcing the stations to work harder to display the content that the audience wants.

The internet is becoming an increasingly popular way to view Commercial Media in contemporary times. It provides the public with a cheap and accessible way to view and consume the news, whether it's on a website, blog, or a digital newspaper and magazine. 

In the future, Commercial Media companies will have to expand their newspapers and magazines, in to digital formats. In order to view the content that is available on these digital formats and websites, consumers will have to pay and subscribe.