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PART A - MEDIA ETHICS
Introduction
Ethics is central to human behaviour because it guides our sense of right and wrong in everyday life.
When applied to the media, ethics becomes even more important since the press, broadcasting, and
digital platforms have significant influence on public opinion and democracy. Media ethics as a field
of study examines acceptable and unacceptable conduct in communication, helping practitioners
balance freedom of expression with responsibility. It draws on philosophical traditions such as
meta-ethics, which explores the meaning of moral concepts, and normative ethics, which outlines
how individuals and institutions ought to behave. From this foundation, normative media theories
explain the expected roles of the press in different societies, while professional ethics ensures
accountability through voluntary codes of conduct. In South Africa, legislation also plays a key role
by shaping expectations of media performance, though it carries the danger of undermining freedom
if regulation becomes excessive.
1.1. Ethics and Media Ethics
Ethics is about the principles and values that guide human behaviour, helping us distinguish between
what is right and wrong. It is not only about laws or rules but about moral responsibility in how we
act and treat others in everyday life (Oosthuizen, 2014, p. 3). Media ethics builds on this idea but
applies it specifically to media practice. It deals with how journalists, broadcasters, and other media
professionals make decisions about truth, fairness, accuracy, respect for privacy, and the public
interest (Oosthuizen, 2014, p. 4).
The importance of ethics lies in the fact that it shapes our daily behaviour. Whether consciously or
not, our decisions—how we speak, how we work, and how we interact—are influenced by ethical
values such as honesty, respect, and responsibility. In media, ethics is especially important because
media has a strong influence on society. When media professionals act ethically, they promote trust,
credibility, and accountability, but when they act unethically, they risk spreading misinformation or
harming individuals and communities (Oosthuizen, 2014, p. 6).
1.2. Meta-ethics vs Normative ethics
Meta-ethics is the branch of ethics that focuses on theories and concepts of morality. It asks abstract
questions such as what makes actions right or wrong, and whether morality is universal or relative.
For example, meta-ethics considers whether an action should be judged by its consequences
(teleological ethics) or by duty and principles (deontological ethics) (Oosthuizen, 2014, p. 4).
Normative ethics, on the other hand, is more practical. It deals with how people and institutions
ought to act in real-life situations, based on the values of a society. In the media context, normative
ethics is about what society expects from media institutions in terms of fairness, accuracy, and
responsibility (Oosthuizen, 2014, p. 5).
Normative media theories vs Professional media ethics
Normative media theories explain the broad roles that media should play in society, shaped by
political and social systems. Examples include the libertarian theory (which supports press freedom),
the social responsibility theory (which balances freedom with accountability), and the development
theory (which sees media as a tool for national development) (Oosthuizen, 2014, p. 6). These
theories reflect the relationship between media and society at a systemic level.
PART A - MEDIA ETHICS
Introduction
Ethics is central to human behaviour because it guides our sense of right and wrong in everyday life.
When applied to the media, ethics becomes even more important since the press, broadcasting, and
digital platforms have significant influence on public opinion and democracy. Media ethics as a field
of study examines acceptable and unacceptable conduct in communication, helping practitioners
balance freedom of expression with responsibility. It draws on philosophical traditions such as
meta-ethics, which explores the meaning of moral concepts, and normative ethics, which outlines
how individuals and institutions ought to behave. From this foundation, normative media theories
explain the expected roles of the press in different societies, while professional ethics ensures
accountability through voluntary codes of conduct. In South Africa, legislation also plays a key role
by shaping expectations of media performance, though it carries the danger of undermining freedom
if regulation becomes excessive.
1.1. Ethics and Media Ethics
Ethics is about the principles and values that guide human behaviour, helping us distinguish between
what is right and wrong. It is not only about laws or rules but about moral responsibility in how we
act and treat others in everyday life (Oosthuizen, 2014, p. 3). Media ethics builds on this idea but
applies it specifically to media practice. It deals with how journalists, broadcasters, and other media
professionals make decisions about truth, fairness, accuracy, respect for privacy, and the public
interest (Oosthuizen, 2014, p. 4).
The importance of ethics lies in the fact that it shapes our daily behaviour. Whether consciously or
not, our decisions—how we speak, how we work, and how we interact—are influenced by ethical
values such as honesty, respect, and responsibility. In media, ethics is especially important because
media has a strong influence on society. When media professionals act ethically, they promote trust,
credibility, and accountability, but when they act unethically, they risk spreading misinformation or
harming individuals and communities (Oosthuizen, 2014, p. 6).
1.2. Meta-ethics vs Normative ethics
Meta-ethics is the branch of ethics that focuses on theories and concepts of morality. It asks abstract
questions such as what makes actions right or wrong, and whether morality is universal or relative.
For example, meta-ethics considers whether an action should be judged by its consequences
(teleological ethics) or by duty and principles (deontological ethics) (Oosthuizen, 2014, p. 4).
Normative ethics, on the other hand, is more practical. It deals with how people and institutions
ought to act in real-life situations, based on the values of a society. In the media context, normative
ethics is about what society expects from media institutions in terms of fairness, accuracy, and
responsibility (Oosthuizen, 2014, p. 5).
Normative media theories vs Professional media ethics
Normative media theories explain the broad roles that media should play in society, shaped by
political and social systems. Examples include the libertarian theory (which supports press freedom),
the social responsibility theory (which balances freedom with accountability), and the development
theory (which sees media as a tool for national development) (Oosthuizen, 2014, p. 6). These
theories reflect the relationship between media and society at a systemic level.
