INSTRUCTIONAL MATERIALS FOR
COMM 20123
(MEDIA ETHICS)
MODULE 5
Program Standards
Overview
To understand the principles of morality with regards to the ideals of a free
press and to enable them to grasp the basic tenets, proscriptions and defenses;
Program Standards:
Coverage Involving Children
Covering Election Covering Disaster and other Emergencies
Covering Religion
Covering Superstitions and Occult
Covering Crime and Crisis Situations
Course Materials
The Philippine Press Institute belies that “professionalism is the key to
upgrading and enforcing ethical standards in the media. In the Newsroom, on
the beat, in the boardrooms, and wherever it is journalists meet with their
sources and make editorial decisions”. The Code of Professional and Ethical
Conduct of the Philippine Press Institute launched and approved by the PPI
members in 2008 drafted the following guidelines of industry level:
I. Covering elections
Pay your way.
The newspaper must cover the cost of coverage during the election campaign and
count, including dining out sources for stories, the airfare, hotel accommodation, per diem
and operations expenses of staff members assigned to political parties and candidates.
This prohibition excludes transport services and common rooming accommodations
arranged by the political parties for all members of the media.
Staff members shall clear with their supervising editors’ invitations from the
candidates or political parties to join out-of-town or overseas coverage events, so the
newspaper may appropriate the necessary budget, if these are newsworthy events.
I. Covering elections
Do not accept cash or gifts in kind from politicians and political parties.
All editors, reporters, photographers, columnists, artists and other staff
members must resist all attempts of candidates or political parties to bribe the
newspaper in cash or in kind. Newspapers are encouraged to expose such
attempts, whether consummated or aborted, to identify the culpable parties and
to promptly return the bribe or donate it to charity with the appropriate
documentation.
I. Covering elections
Do not moonlight with political parties.
No staff member shall be allowed to work on a part-time, full-time or
contractual basis with any political party or candidate. Staff members shall be
discouraged from inviting candidates to stand as godparents in baptisms,
weddings and other church rites, or as padrinos in the employment of relatives
or friends.
I. Covering elections
Beware of surveys.
Statistical data derived from polling and surveying is especially susceptible to misunderstanding,
misinterpretation and misuse. Newspapers should clearly distinguish between scientific polls and
non-scientific surveys such as readers’ call-ins or write-ins and person-in-the-street interviews that are
reported in statistical terms. This must be done in a way that is likely to be understood by the average
reader, including the headlines and graphics.
In using scientific polls, the sample size and the margin of error should be disclosed.
In using non-scientific surveys, the manner in which they were taken, and their limitations should
be clearly explained in print. Merely labeling a survey as “non-scientific” is not sufficient.
Surveys that do not meet minimal scientific standards of validity and reliability should not be identified
as polls, nor should they be portrayed in language suitable to scientific polls.
Great caution should be used in employing non-scientific polls to address substantial questions
of public policy or to describe the popularity or approval rating of public officials or public actions.
II. Covering Children
RECOGNIZING
That children have the same dignity and rights as those of adults; That children
can be productive for themselves and for society; That children need protection
from all kinds of harm; and
That in reporting about children, their best interests come first.
I therefore shall:
STRIVE to maintain the highest standards of ethical conduct in my reporting;
CONSIDER its short-and-long-term implications on their welfare and rights;
REFRAIN from illustrating my reporting with photos or graphics that commodify,
or sensationalize their plight;
AVOID using words that stigmatize or traumatize children; PROTECT and
RESPECT the diverse cultures of Filipino children;
II. Covering Children
AVOID discriminating against children on the bases of sex, gender and cultural
identity, as well as ethnic and religious background;
SEEK, CONSIDER, and RESPECT the opinions of children, and promote their
right to participate in decision-making on issues affecting them;
EXERCISE patience and sensitivity when interviewing children, using words or
language they easily understand;
WRITE stories raising public awareness and mobilizing public support for their
survival, development and protection, as well as their participation in creating
an environment in which they are protected from information, data and images
that promote sex, violence, discrimination, conflict, vices, and the use of illegal
drugs and substances;
In cases of children who are victims of abuse, in conflict with the law, caught in
armed conflicts and in other special circumstances, I shall:
II. Covering Children
OBSERVE the confidentiality of their names and other information that may
lead to their identification to ensure their safety and privacy whether as victims,
witnesses, or aggressors; SECURE the consent of their guardian or custodian
before interviewing them or taking their photographs;
REFRAIN from exploiting any of such cases for fund-raising and
similarly-oriented activities; and
REMEMBER always that children in special situations are victims of
circumstances. This is a challenge to me as a journalist and the general public
to protect and empower them.
III. Covering Disasters and Other
Emergencies
I believe
That disasters and emergencies are personal tragedies to the victims that no
one else can ever comprehend;
That they are a source of grief and concern to the community; and That they
are trauma-filled experience for the reporters.
I believe reporters, shall:
As first responder:
Be aware of their safety and their surroundings upon first arriving at the scene;
Ensure that they are physically, emotionally, psychologically fit; and
Consider the ethical issues involved (being first on the scene and not lifting a
hand to help may be regarded by the public as insensitivity; should you? If you
can’t, what should you do instead?)
III. Covering Disasters and Other
Emergencies
In preparing for the coverage:
Anticipate what might be needed i.e., emergency toolkit, before jump off;
Reporters and photographers should be aware of existing guidelines/laws on
covering children, women, and special topics like bird flu and HIV/AIDS, and be
sensitive to special concerns;
News organizations should orient their reporters before they are sent to cover
emergencies; Constant communication/tracking between reporters and
gatekeepers (let the newsroom know what you’re wearing);
IV. Covering Religion
Under section 12, it is stated in the Broadcast Code of the Philippines
identifies the guidelines in covering religion.
• Religious programs shall emphasize the positive role of religion in society.
• Religious programs shall not spread false charges or accusations against
persons or organizations with different beliefs. Such programs shall not be used
to maliciously attack, insult, harass or ridicule other churches, faiths, sects, or
denominations or their followers merely because of their belief.
• Religious programs shall give due regard to the freedom of religion and
religious expression.
• Religious programs shall comply with other pertinent provisions of this Code.
IV. Covering Religion
Under section 12, it is stated in the Broadcast Code of the Philippines
identifies the guidelines in covering religion.
• Religious programs shall emphasize the positive role of religion in society.
• Religious programs shall not spread false charges or accusations against
persons or organizations with different beliefs. Such programs shall not be used
to maliciously attack, insult, harass or ridicule other churches, faiths, sects, or
denominations or their followers merely because of their belief.
• Religious programs shall give due regard to the freedom of religion and
religious expression.
• Religious programs shall comply with other pertinent provisions of this Code.
V. Covering Superstition and Occult
Meanwhile, section 13, stated in the Broadcast Code of the Philippines
explain about covering superstition and occult.
Programs featuring superstitious and pseudo-scientific beliefs and
practices, such as supernatural powers, foretelling of the future, astrology,
phrenology, palm-reading, numerology, mind-reading, hypnotism, faith healing
or similar subjects shall be careful not to induce belief in them. Care shall be
taken to prevent the exploitation of people who may be easily swayed by such
superstitious and pseudo-scientific beliefs and practices.
Programs or program materials that promote or encourage occult
practices, black magic, witchcraft, and similar activities are prohibited.
VI. Covering Crime and Crisis Situations
The coverage of crimes in progress or crisis situations, such as hostage-taking or
kidnapping, shall consider the safety and security of human lives above the right of the
public to information. If it is necessary in avoiding injury or loss of life, the station should
consider delaying its airing.
The coverage of crime and crisis situations shall not provide vital information, or
offer comfort or support to the perpetrator. Due to the danger posed to human life in such
situations, it shall be assumed that the perpetrator has access to the broadcast of the
station.
• The station or any of its personnel shall not communicate by any means, whether on-air or off-
air, with the perpetrator or victim without coordinating with the officer in charge of the situation. If
the perpetrator or the victim initiates communication with the station or the coverage crew, the
officer-in-charge shall be immediately notified.
VI. Covering Crime and Crisis Situations
- Cont.
• Anchors, reporters, or other station personnel shall not act as negotiators or interfere in any
way in negotiations conducted by the authorities. If asked to assist in the negotiations, they shall
first notify station management and carefully weigh how their participation will affect their
journalistic balance before getting involved.
• The station and its personnel are expected to comply with restrictions imposed by the
authorities in the scene of the incident, such as space assignments for media; police perimeter
lines; the use of television lights; the deployment of coverage vans, helicopters, and other vehicles;
and the operation of transmitting and communication equipment.
• The legal injunction to preserve evidence in a crime scene should always be kept in mind.
When the incident is resolved, the coverage crew shall follow the lead of the authorities in the
preservation of evidence, taking care not to move, alter, or destroy anything that might be used as
evidence.
VI. Covering Crime and Crisis Situations
- Cont.
• The station should always be aware of the following provision in their legislative franchise: “The
President of the Philippines, in times of rebellion, public peril, calamity, emergency, disaster, or
disturbance of peace and order may temporarily take over and operate the stations of the
grantee, temporarily suspend the operation of any station in the interest of public safety, security,
and public welfare, or to authorize the temporary use and operation thereof by any department of the
government upon due compensation to the grantee for the use of the said stations during the
period when they shall be so operated.”
• When interviewing family members and relatives, friends, or associates of the perpetrator, care
shall be taken to avoid provoking the perpetrator, interfering with the negotiations, or hindering
the peaceful resolution of the situation.
• The tone and demeanor of the coverage should not aggravate the situation. Anchors and
reporters must always keep in mind that lives are in danger and could be placed at greater risk by
the way they report.
VI. Covering Crime and Crisis Situations
- Cont.
• A coverage should avoid inflicting undue shock or [and] pain to families and loved ones of
victims of crimes, crisis situations, or of disasters, accidents, and other tragedies.
• Unless there is justification for doing so, the identity of victims of crimes or crisis situations in
progress or the names of fatalities shall not be announced until their next of kin have been
notified, the situation resolved or their names have been released by the authorities.
• Images that are gruesome, revolting, shocking, obscene, scandalous, or extremely disturbing
or offensive, shall not be shown or described in graphic detail. When such images suddenly
occur during a coverage, the station shall cut them off the air.
VI. Covering Crime and Crisis Situations
- Cont.
• Persons who are taken into custody by authorities as victims or for allegedly committing private
crimes (such as indecency or lasciviousness), shall not be identified, directly or indirectly --
unless a formal complaint has already been filed against them. They shall not be subjected to
undue shame and humiliation, such as showing them in indecent or vulgar acts and poses.
• Stations are encouraged to adopt standard operating procedures (SOP’s) consistent with this
Code to govern the conduct of their news personnel during the coverage of crime and crisis
situations.
SELF-ASSESSMENT: (NOT FOR SUBMISSION)
Points to Ponder: Explain the following statements:
“The success of a free press is reflected in the ability of journalism to honor a primary
responsibility to the public. Journalistic principles of truth-telling and independence work
together to honor that loyalty.
“Credibility is what others think of us. Ethics is what kind of people we are.”
References:
García-Avilés, J. A. (2014, October). Online Newsrooms as Communities of Practice:
Exploring
The Manila Times Editorial Guidelines, Doing Ethics in Journalism, Associated Press
Managing Editors Association Code of Ethics for Newspapers and their Staffs Manual on
Civic Journalism By Vergel O. Santos, Published on: Feb 9, 2016 Digital Journalists'
Applied Ethics. Retrieved from Research Gate:
[Link]
s_of _Practice_Exploring_Digital_Journalists'_Applied_Ethics