Introduction: Ethical Foundations and Perspectives.
The Potter Box Model of Reasoning.
Using Ethical Principles.
Five Ethical Guidelines.
To Whom is Moral Duty Owed?
Who Ought to Decide?
I. NEWS.
1. Institutional Pressures.
The New York Times fires Jayson Blair.
CNN in Baghdad.
The Time Warner Colossus.
NBC and GM's Pickup.
The Wichita Experiment.
2. Truthtelling.
Al Jazeera.
Reporting on Enron.
The Unabomber's Manifesto.
Fabrication at The Globe.
An Enemy of the People.
3. Reporters and Sources.
Covering the Middle East
Stolen Voice Mail.
Embedded Reporters.
Risky Foods.
4. Social Justice.
Affirmative Action in Michigan.
Distributing the Internet.
Sexism and World Cup Soccer.
Ten Weeks at Wounded Knee.
5. Invasion of Privacy.
The Controversial Patriot Act.
Privacy in Cyberspace.
A Prostitute on Page 12.
Dead Body Photo.
II. PERSUASION IN ADVERTISING.
6. Special Audiences.
The Littlest Consumers.
Selling Students to Advertisers?
Some Say "No" More Often than Others.
The Bill Sell for a "Purely Progressive Tax."
The Vagina Dialogues.
7. What to Advertise.
A Magazine and Its Cigarettes.
Does Alcohol Advertising Get a "Free Ride?"
Promoting "Smart Tanning?"
Feminine Hygiene in the Living Room.
Empowering or Manipulating the Health Care Consumer?
8. How To Say It.
No Holds Barred-The Rise of Guerrilla Marketing.
Yo Quiero Stereotype?
Making the Same Different: Parity Products.
Defining Outrageousness Down.
Anorexic Chic?
9. Media Considerations.
Gatekeepers I: Closing the Door.
Gatekeepers II: Opening the Door.
Farewell to a "Sanctuary from Advertising"
Infomercials-"They Need to Make You Rich, Thin, or Beautiful. The Best Do All Three."
The Non-Advertising-Free Internet-In Search of a Balance.
III. PERSUASION AND PUBLIC RELATIONS.
10. Public Communication.
Mr. Ethics Sells Out.
Playing Defense on the Court(room) of Public Opinion.
A Public Relations "Discovery."
A Campaign Pioneer?
11. Telling the Truth in Organizational Settings.
A Good Thing?
A Committed Front?
A Sale at the Local Nonprofit?
A Web of Caring.
12. Conflicting Loyalties.
A New Client?
Case 1: Friends?
Case 2:The Friendly Journalist?
Politician Pitches Pills.
All Too Human?
The Long-Distance Client.
13. The Demands of Social Responsibility.
Pepsi Challenged by Rumors.
Smart Giving.
Employee Volunteers.
The Medical Endorsement?
Caught on Tape.
IV. ENTERTAINMENT.
14. Violence.
Hear It, Feel It, Do It.
Crunchy Terror in T-Rex Park.
"The Storyteller."
15. Profits, Wealth, and Public Trust.
Crude Script for Tinsel Town.
Virtual Whitewash.
Deep Trouble for Harry.
Super Strip.
Sue Thomas, F.B. Eye.
16. Media Scope and Depth.
Reel History.
Bigotry as Entertainment.
They Call it Paradise.
Tragedy Lite.
The League of Literary Makeovers.
17. Censorship.
The Voice of America.
Fencing the Net.
Frontal Assault.
Life Stinks.
Epilogue.
Recommended Readings.
