• Use lowercase, unless it is a proper noun or adjective
  Example of lowercase:
  Example of uppercase:
• NDSU's standard is mass communication (no s)
  Example:

This information is covered in much more depth in Chapter 7 and pages 15-16 in the workbook. These are sensitive, but important, topics to discuss.

The language choices media writers use that create bias or reinforce stereotypes about ethnocultural groups are referred to as exclusive language. Inclusive language treats all groups as equal.

Clarification of terms:

Bias

A subtle a lack of neutrality you have towards a topic. It comes from who you are.

Stereotypes

Generalizations that attempt to define entire groups.

This is not a P.C. issue! Despite education about being more culturally aware, old biases die hard for many. Your words as a writer must work to responsibly disseminate information rather than misinformation.

Responsible reporting
At one time or other we all complain about "bias in the news." The fact is, despite the journalistic ideal of "objectivity," every news story is influenced by the attitudes and background of its interviewers, writers, photographers and editors.

Organizations exist to monitor bias in the media. One such group, Fairness & Accuracy In Reporting, has an online presence at www.FAIR.org. Reading their media files categorized specific issues on bias and stereotypes may open your eyes to your own biases.

This next section of information was excerpted from Newskit: A Consumers Guide to News Media, by The Learning Seed Co.

How to Detect Bias in the News
Use the following information to complete Activity E (p. 17) - Worth up to 5 points Extra Credit

Not all bias is deliberate. But you can become a more aware news reader or viewer by watching for the following journalistic techniques that allow bias to "creep in" to the news:

Bias through selection and omission

An editor can express a bias by choosing to use or not to use a specific news item. Within a given story, some details can be ignored, and others included, to give readers or viewers a different opinion about the events reported.
Bias through omission is difficult to detect. Only by comparing news reports from a wide variety of outlets can the form of bias be observed.

Bias through placement

Where a story is placed, influences what a reader or viewer thinks about its importance. Readers of papers judge first page stories to be more significant than those buried in the back. Television and radio newscasts run the most important stories first and leave the less significant for later.

Bias by headline

Many people read only the headlines of a news item. They can summarize as well as present carefully hidden bias and prejudices. They can convey excitement where little exists. They can express approval or condemnation.

Word choice and tone

Showing the same kind of bias that appears in headlines, the use of positive or negative words or words with a particular connotation can strongly influence the reader or viewer.

Bias by photos, captions and camera angles

If a picture is worth a thousand words, what is the photo used in the newspaper saying? The captions newspapers run below photos are also potential sources of bias.

Bias through use of names and titles

News media often use labels and titles to describe people, places, and events.

Bias through statistics and crowd counts

The numbers presented may reflect the opinion of the person doing the counting.

Bias by source control

To detect bias, always consider where the news item "comes from."

Whenever you write or critique a story, keep these common biases in mind. You can also ask yourself the questions in the Diversity Checklist found on page 16 of your workbook. Those questions should help neutralize bias and stereotypes in your writing.

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Ethics

Clarification of terms:

Ethics

Professional standards of what you ought to do (usually written as a Code of Ethics)

Laws

Standards set by government

Can something be legal, but not ethical?

Media Codes of Ethics
Depending on your field or employer, you may have different ethical standards to follow when making decisions:

Society of Professional Journalists (www.spj.org)

See textbook pages 105-108 or online in the SPJ Ethics section.

Public Relations Society of America (www.prsa.org)

See textbook pages 309-311 or the online Code of Ethics with interpretations of the code.

Radio-Television News Directors Association (www.rtnda.org)

See textbook pages 282-283 or the read the online version. The Journalism Ethics section and the Tough Calls are interesting reads.

American Association of Advertising Agencies(www.aaaa.org)

A national trade organization representing the advertising agency business.

American Advertising Federation (www.aaf.org)

See textbook page 341 or the online Advertising Principles of American Business.

Association of National Advertisers, Inc. (www.ana.net)

A membership-based organization for large corporations using advertising agencies.

National Advertising Review Council (NARC)

An industry self-regulation organization. See textbook page 342.

Better Business Bureau's Advertising Policies (www.bbb.org/advertising/) including information from the NARC.

Read the online BBB Code of Advertising.

Why should media professionals be ethical?

Media consumers expect it! A recent credibility survey found readers want journalists to get back to the basics of reporting (versus sensationalism, etc.). You can follow the issue by reading an article by the SPJ Ethics Committee Chair.

Ethics in Practice

Please refer to the workbook page 19 for summaries on the duties of journalists and questions for making good ethical decisions (similar to the SPJ code). Work in your groups to complete Assignment 5 or 6 and be sure to hand in the critique sheet (p. 104). State what you could do, what your group decides to do, and why that is a good course of action.

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Professor Name: Candace Homstad
Last Updated: 2/7/00
Published by North Dakota State University