COM3707
Assignment 2
Unique No:
Due 25 September 2025
,Political and Government Communication and Media Ethics
Introduction
This assignment explores the theme of media ethics within the South African
context. The discussion unfolds in two main parts.
Question 1 examines the basic meaning of ethics and media ethics,
distinguishes between meta-ethics and normative ethics, compares normative
media theories with professional media ethics, and unpacks three major meta-
ethical theories that are useful in thinking about ethical decision-making in
journalism.
Question 2 looks at four normative media theories in detail, identifies three key
values for public communication, and analyses how South African laws and
regulatory frameworks shape ethical standards in the media. This section uses
real examples to illustrate both the positive outcomes of regulation and the
challenges or risks involved.
The assignment concludes with a brief self-assessment and a reflection on the
importance of ethics in sustaining credible and democratic communication.
Question 1 – Media Ethics: Concepts and Foundations
1. Introduction
The purpose of this section is to clarify what is meant by ethics and media ethics, to
distinguish between the branches of ethics (meta-ethics and normative ethics), and to
explain the difference between broad normative theories of the media and the
professional codes of conduct that guide journalists in practice. It also outlines three
key meta-ethical approaches that influence how ethical decisions are interpreted in the
field of media.
, 1.1 Ethics and Media Ethics – Why They Matter
In general, ethics refers to the study of what people ought to do and the values and
principles that guide their decisions. Ethical reasoning influences everyday actions,
such as whether to be honest, to respect another’s privacy, or to avoid causing
unnecessary harm.
Media ethics takes these general principles and applies them specifically to the work of
media professionals. It addresses issues such as:
ensuring that information presented to the public is accurate and fair,
protecting the dignity and privacy of individuals,
weighing the public’s right to know against potential harm that a story might
cause, and
safeguarding independence from political or commercial pressure.
In South Africa’s diverse and democratic society, media ethics carry special
importance. The credibility of the press is critical for sustaining democracy, protecting
vulnerable groups, and fostering inclusive public debate. Ethical journalism ensures that
the media contributes positively to nation-building, reconciliation, and accountability.
1.2 Meta-Ethics vs Normative Ethics; Normative Media Theories vs Professional
Media Ethics
Meta-ethics asks fundamental questions about the nature of morality itself. It
deals with issues such as whether ethical truths are universal or culturally
relative, and what people mean when they describe something as “right” or
“wrong.”
Normative ethics develops actual moral principles and theories that prescribe
how one ought to act. Examples include deontology (duty-based ethics),
utilitarianism (the greatest good for the greatest number), and virtue ethics
(character-based morality).
Assignment 2
Unique No:
Due 25 September 2025
,Political and Government Communication and Media Ethics
Introduction
This assignment explores the theme of media ethics within the South African
context. The discussion unfolds in two main parts.
Question 1 examines the basic meaning of ethics and media ethics,
distinguishes between meta-ethics and normative ethics, compares normative
media theories with professional media ethics, and unpacks three major meta-
ethical theories that are useful in thinking about ethical decision-making in
journalism.
Question 2 looks at four normative media theories in detail, identifies three key
values for public communication, and analyses how South African laws and
regulatory frameworks shape ethical standards in the media. This section uses
real examples to illustrate both the positive outcomes of regulation and the
challenges or risks involved.
The assignment concludes with a brief self-assessment and a reflection on the
importance of ethics in sustaining credible and democratic communication.
Question 1 – Media Ethics: Concepts and Foundations
1. Introduction
The purpose of this section is to clarify what is meant by ethics and media ethics, to
distinguish between the branches of ethics (meta-ethics and normative ethics), and to
explain the difference between broad normative theories of the media and the
professional codes of conduct that guide journalists in practice. It also outlines three
key meta-ethical approaches that influence how ethical decisions are interpreted in the
field of media.
, 1.1 Ethics and Media Ethics – Why They Matter
In general, ethics refers to the study of what people ought to do and the values and
principles that guide their decisions. Ethical reasoning influences everyday actions,
such as whether to be honest, to respect another’s privacy, or to avoid causing
unnecessary harm.
Media ethics takes these general principles and applies them specifically to the work of
media professionals. It addresses issues such as:
ensuring that information presented to the public is accurate and fair,
protecting the dignity and privacy of individuals,
weighing the public’s right to know against potential harm that a story might
cause, and
safeguarding independence from political or commercial pressure.
In South Africa’s diverse and democratic society, media ethics carry special
importance. The credibility of the press is critical for sustaining democracy, protecting
vulnerable groups, and fostering inclusive public debate. Ethical journalism ensures that
the media contributes positively to nation-building, reconciliation, and accountability.
1.2 Meta-Ethics vs Normative Ethics; Normative Media Theories vs Professional
Media Ethics
Meta-ethics asks fundamental questions about the nature of morality itself. It
deals with issues such as whether ethical truths are universal or culturally
relative, and what people mean when they describe something as “right” or
“wrong.”
Normative ethics develops actual moral principles and theories that prescribe
how one ought to act. Examples include deontology (duty-based ethics),
utilitarianism (the greatest good for the greatest number), and virtue ethics
(character-based morality).
