MEDIA

The Media and Its Responsibilities

The Media and Its Responsibilities

Introduction

The media are seen as a service to society, which play a role in the formation of public opinion in democratic societies, which means acquiring an ethical commitment to the common interests of the public. The traditional approach to media freedom, concerning the exercise of their rights of expression and information, is now complemented with the recognition of the principle of social responsibility applied to their work. The growing influence and power of the means is necessary to adopt criteria for responsible use thereof (Islam, 2002).

The first link in the media represents the journalist. So provides Professor Ernesto Villanueva in his book Ethics informative, defining the journalistic professional ethics as "a set of ethical principles voluntarily assumed by those who profess journalism for integrity, professionalism and social responsibility." The latter is derived from damage to the whole of society can have the inappropriate behavior of the journalist (Lifton, 1970).

To enforce that responsible and careful use of resources needed to establish criteria governing their activity. The state and the market are not the most appropriate options for that regulation, in order to give a preferred value of freedom of expression and information. Denis McQuail asserts that "social responsibility should be assumed by the self-regulation rather than government intervention." In this sense, Hugo Aznar, Professor of Ethics in Communication at the University Cardenal Herrera - CEU of Valencia, considers the journalistic self-regulation is a civil society initiative, as well as ethical and moral regulation. Self-regulation provides a range of tools and mechanisms in order to ensure that the performance of the media conforms to the values ??and norms of their activity.

Through one of these instruments, the codes of ethics of journalism, media professionals promote the constant search for truth, the exercise of social responsibility in the ethical handling of information and the creation of a free and responsible public.

Media Types

Television

A Mass Media enables advertisers to display their creativity because they can combine image, sound and movement. According to Lamb, Hair and McDaniel, television stations covering the chain or network television (ABC, CBS, NBC and Fox Network), independent stations, cable television and a relative newcomer, the direct broadcast satellite television. Its main advantages are: Good coverage mass market, low cost per exposure; combines image, sound and movement, appealing to the senses. Its main limitations are: higher absolute costs, high saturation, and exposure ephemeral public lower selectivity (Islam, 2002).

Radio

Radio is an "audio-only" which currently is regaining popularity. According to Lamb, Hair and McDaniel, listening to radio has grown parallel to the population especially for his immediate nature, notebook, which meshes well with a fast lifestyle. The most popular times are the "driving hours", when you are on your vehicle are a vast captive audience.

Newspapers

Newspaper are massive visuals are ideal for local advertisers. Its main advantages are: Flexibility, now, good local market coverage, broad acceptability, credibility high. They are accessible to small businesses that wish to advertise. Its main limitations and disadvantages are: Short life, low ...