Mass Comm Bachelor of Communication Bachelor of Communication: Ethical Principles and Professionalism 3 — Questions and Answers
Question 1: A news organization receives a tip that a public figure is being treated for a mental health condition. What ethical consideration is MOST important?
- The public figure's right to privacy vs. the public's right to know (Correct answer)
- Whether the tip came from an anonymous source
- The competitive advantage of publishing first
- Whether the condition affects the figure's physical appearance
Correct answer: The public figure's right to privacy vs. the public's right to know
Editors must weigh whether a public figure's private health information is genuinely relevant to their public duties before publishing.
Question 2: Which ethical framework judges the morality of a communication act based on its consequences for the greatest number of people?
- Kantian deontology
- Virtue ethics
- Utilitarianism (Correct answer)
- Divine command theory
Correct answer: Utilitarianism
Utilitarianism evaluates actions by whether they produce the greatest good for the greatest number of people.
Question 3: A journalist promises a source confidentiality, then is subpoenaed by a court to reveal the source. The ethical tension here is between:
- Freedom of the press and national security
- Source protection and legal obligations (Correct answer)
- Commercial interests and editorial independence
- Objectivity and advocacy
Correct answer: Source protection and legal obligations
This scenario creates a conflict between the journalistic duty to protect confidential sources and the legal obligation to comply with court orders.
Question 4: In advertising ethics, 'puffery' refers to:
- Illegal false advertising claims
- Vague, subjective boasts that no reasonable person would take as literal fact (Correct answer)
- Inflating audience metrics
- Deceptive pricing strategies
Correct answer: Vague, subjective boasts that no reasonable person would take as literal fact
Puffery consists of exaggerated promotional claims like 'world's best coffee' that are not considered legally actionable because they are obviously subjective.
Question 5: When a media organization is owned by a corporation with business interests that could affect coverage, this is a concern related to:
- Convergence journalism
- Structural conflicts of interest (Correct answer)
- Concentration of ownership
- Vertical integration ethics
Correct answer: Structural conflicts of interest
Structural conflicts of interest arise when corporate ownership creates incentives that may compromise a media outlet's editorial independence.
Question 6: A communications professional uses a real person's name and likeness in an advertisement without permission. This violates:
- The right of publicity (Correct answer)
- The right of privacy under HIPAA
- Trademark dilution law
- The Lanham Act's false endorsement clause
Correct answer: The right of publicity
The right of publicity protects individuals from the unauthorized commercial use of their name, image, or likeness.
Question 7: Which practice best exemplifies the ethical standard of 'transparency' in public relations?
- Issuing press releases without identifying the sponsoring organization
- Clearly identifying the client behind all communications campaigns (Correct answer)
- Withholding unfavorable information until after a product launch
- Using third-party front groups to deliver messages
Correct answer: Clearly identifying the client behind all communications campaigns
Transparency in PR requires that the identity of the organization behind any communication be clearly disclosed to audiences.
Mass Comm Bachelor of Communication Bachelor of Communication: Ethical Principles and Professionalism 3
A news organization receives a tip that a public figure is being treated for a mental health condition.
What ethical consideration is MOST important?