Ethics, as defined by several philosophers and critics, connotes principles,a guide, set of definitive rules to frame the character of a people for public good. The word ethics is derived from the Greek word “ethos” describing “character” or “custom”. It is discussed in the same perspective as morality, questioning the borders of what is considered good and bad. Ethics questions “how to act” and “what we do” in varying contexts, situations and the dynamic society. The Centre for Journalism Ethics defines ethics to be “the dynamic, evolving activity of applying, balancing, and modifying principles in light of new facts, new technology, new social attitudes, changing economic and political conditions. Ultimately, ethics is what is considered when we think of our actions towards other people.
Two important ethical philosophies are significant to the body of ethical knowledge as we know it today; Deontology and Utilitarianism
Immanuel Kant’s deontological ethical theory is richly placed in the rule-based ethical system. Kant’s deontological theory is The Categorical Imperative – a duty you can’t escape. The categorical Imperative states that “we must act in such a way that we could will the maxim according to which we act to be a universal law”, it is at the very core of Kant’s ethical thinking. It advises that men should not live life to an end but live as if each act could be considered a universal law. Kant’s theory proposed that all men have the fundamental moral duty to reason in every society. Furthermore, he expresses that every act should express better humanity as the goal and not just as a means, where we act to advance the interest of others. As journalists, this buttress our ethical commitment of equality and fairness to the society. This principle guides our authority in delivering accurate reports without bias or judgements and decision-making, the ability to report a story in a fair and just manner to every person who is a part of the story.
Another maxim of Kant’s deontological ethical theory is the concept of intent and free will, reasoning behind the action, what is the motivation behind our actions. He stated that the intent to act with free will because it is good, should guide our ethical rationality. Kant’s thinking considers the importance of motivation, whereas he explains that the consideration of consequences as a moral is irrelevant as our actions should come from a logical conclusion that it is good for others. In relating this to the media world and journalists, the intent in covering a story or reporting cases should not be motivated by a certain obligation to a group of people. It is ethical as a journalist to be transparent in writing reports.
Kant’s deontological theory espouses absolutism, absolute duty without defiance, absolute truthfulness. For journalists and media professionals, this principle of the truth is the core of this profession, as an authority with the duty to proffer accurate information and account of the reality to the public. This duty allows journalists to act independently, without subjecting its loyalty to corporate bureaucrats and government officials. Truth-telling enables journalists to remain as the watchdog of people at the helm of power in the society. In the media world during content creation and news reporting, journalists are obligated to tell the truth without spinning a story. Furthermore, this duty shows the journalists’ loyalty to the eyewitness, members of the story, and to the rights of the reader/viewer to accurate and truthful information. This boosts society’s confidence and transparency in journalism.
However, as media professional in the course of fulling this duty we are faced with the dilemma of truth telling even when these reports get too personal or violates the right to privacy of others. This begs to question what basis Tabloid journalism is established on.
Herein lies the lacuna of this ethical standpoint, the deontological ethical theory does not provide solutions where these duties conflict. Media ethics in the play of existing situations in the society suffer ethical crisis due to conflicts of duties. Hence, for journalist where fulfilling the principle of absolute truth is an obligation, it sometimes collides with the duty to protect the lives of those we serve with the former principle. This gap seems relative to the provision of the utilitarian ethical theory.
Omolara's Blog 
Interesting post.
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