Ethical responsibility of media

AutorDudacek Oto
Páginas647-653

Page 647

1. Introduction

The media, as bearers and information intermediaries play in the lives of the citizens of developed nations a significant role. It is almost impossible to completely avoid a long-term contacts with them.

Media have a big power - to inform in a short period, practically immediatelly, a huge amount of people. The power is also in influencing the public verdict, in providing information in a manner which is beneficiai for particular object. Therefore social responsibility of media is in informing public objectively, correctly, media should provide audience with ali information with the space for creating their own opinión.

2. Objective

The target is to present and show that media are social phenomenom which essentially influence the quality of life of many people. From the role of media in the society aróse the demand of the society on compliance of ethics in the area of media. The basis is to present what is the current status of the society to the ethics, specially ethics of the media and how the media face and co-create themselves. Special attention is kept for the ethics in boulvard.

3. Ethical responsibility of media

Ethical responsibility of media is based on the ethical responsibility of the society and arising from the ethical, responsible and correct entrepreneurial environment. One of the objectives of the entrepreneurial subjects is to follow their matters of interest - the cummulation of the profit which can be positively satisfaction of their customers and

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business partners. The good relationship between business partners, between co-workers within the company should be anchored in the internai rules and principies, which should be valid and obligatory for each employee and business partner. Internai principies and rules of the company represent the basic part of the corporate ethics, the higher level represents principies and rules of the society which should be reflected in the laws.

In the field of the media, the set of rules represents ethical principies of media organizations, ethical codexes which are subordínate to the local law. Within the European Union is then local law subordínate to the directives and recommendations of the European Union.

The document of the European Commisssion, mentioning problematics of social responsibility, is the document Green Book, which defines corporate social responsibility as "a concept whereby companies decide voluntarily to contribute to a better society ... an increasing number of European companies recognise their social responsibility more and more clearly and consider it as a part of their identity." Here is important the expression voluntary, which means that is more the issue of the personal responsibility and personal ethics. In fact it should be long- lasting and persistent commitment of the companies, which should lead to a better working environment, better working conditions of the employees and through this to a better society.

The reason thanks to which the ethical principies are broken most often is above already mentioned objective for existence of media corporations - profit. For individual employee can be beneficiai winning of personal advantage, personal benefit or financial profit. In order to meet the highest interest - viewer rating - of the audience, the media workers recourse to the permanent criticism. It's really very easy to find fault with members of government, prívate or public companies or the situation in the society. Big fault of today's media is hint for stunts, through showing negativism and simplifying facts.

Information ethics is based on the general principies of ethics. As Karel Janos already wrote in his book: "Information ethics is defined as the área of morality applied in the creation, distribution, transformation, storage, searching, using and organizing of information." Information ethics is based on the basic rules how to behave when working with information.

The target of information ethics is not only correctness or incorrectness of a certain way of dealing with information but also broader implication of certain structures used to transform infromation. Information ethics examines the influence of...

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