GEN006: Applied Ethics

Module #19 Student Activity Sheet

Name: _____________________________________________________________ Class number: _______

Section: ____________ Schedule: _______________________________________ Date: ______________

Learning Unit: Principles and Standards in Media Learning Materials:

Learning Objectives: Student Activity Sheets (PEN Modules)
At the end of the module, the student should be able to:
1. Explain the importance of ethical principles and standards Learning Resources:
in mass media. Dela Cruz, A. (2018). Disciplines, and Ideas in the Applied
2. Analyze the importance of language and Social Sciences. Phoenix Publishing House, Inc.
TEDx Talks. (2019). Responsible Journalism in Philippine
concepts/meanings in a responsible media institution in Society |Atom Araullo. YouTube. Retrieved from
Philippine society. https://www.youtube.com/watch?v=SK9REanDfAA

Quote of the Day:

“Journalism’s first obligation is to the truth.”

ill Kovach

A. LESSON PREVIEW/REVIEW

INTRODUCTION (5 MINS)
In the previous lessons, it has taught us how to protect our home by understanding the different factors that
causes environmental crisis and the deterioration of our environment, as well as identify actions to address these
causes. It also taught us of the role of corporations and large businesses in preserving and conserving natural
resources and the natural environment. And lastly, the previous lesson taught us how that is our moral duty, as
sentient human beings, to ensure environmental sustainability and sustainable development.

With that, we will take our final step towards our path in achieving the ultimate good for, in these succeeding
lessons, we will be understanding the different ways on how we can ‘Engage in the Digital/Global World’. For
today’s lesson, we will be focusing on the importance of ethical principles and standards in media, specifically on
mass media. We will also identify importance of having responsible media institutions in society.

Instructions: Draw an object or symbol that, for you, illustrates the status of Philippine press, journalism, and
media. Be creative and make sure to provide a small description as why you chose that object or symbol.

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B. MAIN LESSON

LESSON PRESENTATION/CONTENT NOTES (15 MINS)

Instructions: Take your time to read and understand all the important information you need to know about the
lesson. Also, please do not forget to highlight important information to help you remember.

MEDIA ETHICS
− Deals with ethical principles and standards of media, both in mass media and new media.
− Centered on truth, legality, respect for life, reliability, and accountability.
● MEDIA
− Communication that is transmitted through channels such as television, radio, messengers, social
networking sites and print is generally referred to as media, a plural form of medium.
− Types. Mass media (Print, Broadcast, Performance, and Recorded) and New Media (Use of Internet such
as social media).
− Functions. (1) Entertainment, (2) Interpretation, (3) Socialization, (4) Mobilization, and (5) Watchdog of
the People.
● ETHICAL PRINCIPLES AND STANDARDS IN MEDIA
− Accuracy. It is obligation of practitioners to seek for the truth, to verify the truth, and to report the truth.
− Independence. Practitioners must maintain an independence from those they cover. Also, practitioners
must be allowed to exercise their personal conscience. They must be independent from state control,
business interests, market forces, or any other vested interest or outside pressure.
− Impartiality. This refers to practitioners not being prejudiced towards or against any ideology, idea, or
preconception. It requires fairness and balance.
− Integrity. Practitioners must strive to make their works significant and relevant. The news must be
comprehensive and proportional whilst respecting the privacy of others. Practitioners should also be just.
− Beneficence. Practitioners of media have the moral obligation to do good by minimizing harm (e.g., News
should not confuse the public but inform the public).
− Accountability. Practitioners must recognize and admit their mistakes so they can correct them promptly.
− Confidentiality. As practitioners, you rely on people telling you things. Sometimes those people do not
want their identity revealed to others.
− Ensuring Public Interest. Practitioners’ loyalty is to the citizens. They must defend and ensure the rights
of the public, as well as to ensure that journalism remains open, accessible, collaborative, and
participatory.
− Social Responsibility. Practitioners serve as an independent monitor of power and formation of public
opinion. They must also provide a forum for public criticism and compromise, as well as to respect
universal values and diversity of cultures. They must also promote human rights, peace, social progress,
and democracy (i.e., Watch over the government to ensure their responsibilities and roles are met).
− Legal Obligation. Practitioners must be prohibited to take bribes and gifts from those they cover.
− Use of Strong Language. Practitioners should practice the prohibition of discrimination based on race,
ethnicity, religion, and other characteristics.

THE PHILIPPINE PRESS

− Many practitioners are highly skilled. But some problems persist because of (1) Poor, inadequate or no
training, (2) Low salaries and poor working conditions specially among correspondents, and (3) The ‘culture
of corruption’ in the media and in society at large.
● FACTORS AFFECTING PRACTICE
1. Ownership System. Practitioners are sometimes hindered by the corporation or company that they are
working for. They are often limited to a specific type or brand of journalism.
2. Ethical Problems. Common ethical problems are (1) Corruption, (2) Deception, (3) Bias, (4) Invasion of

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 Privacy, (5) Stereotyping, (6) Bribe-taking, and (7) Extortion.
3. Advertising and Political Pressure. Some practitioners transfer to the advertising industry for it is more
lucrative and beneficial economically. There is also pressure for practitioners to persuade politicians that
the public wants or demands a particular action, however, it commonly includes intimidation, threats, and
other covert techniques.
4. Culture of Impunity. This refers to the failure to bring perpetrators of human rights violations to justice
and constitutes a denial of the victim’s rights. In a way, this encourages the killing of journalists.
5. Government Policy. There are a number of government activities that hinder press freedom and freedom
of expression (e.g., ABS-CBN Shutdown, Intimidation and Threats of Imprisonment).

SKILL-BUILDING ACTIVITY: POSTER-MAKING (30 MINS)

Instructions: Draw or make a poster that would illustrate the current situation of Philippines Press and Journalistic
Freedom. You may use a separate sheet of paper or canvas to draw or make your poster, then submit it to your
subject teacher during the scheduled deadline. As much as possible, show your creativity and imagination. You
can also use online editing applications such as Canva and PPT to make your poster. Lastly, provide a brief
explanation the environmental problem/s you’ve illustrated at the bottom or back part of your sheet or canvas.

CHECK YOUR UNDERSTANDING: SHORT-ANSWER ESSAY (5 MINS)

Instructions: Answer the following question/s and write your answers in 2-3 sentences only.
1. Reflect on your work above, what do you think is the main reason for the current situation of Philippine
Press and Journalistic Freedom? Elaborate your answer.
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C. LESSON WRAP-UP

THINKING ABOUT LEARNING (5 MINS)

Think About Your learning. Take a few minutes to reflect on the quality of your work and effort.
1. As a member of the youth, how can you promote press freedom or freedom of expression?
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2. What parts were challenging for you to do? Why do you think was it challenging for you?
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FREQUENTLY ASKED QUESTIONS (FAQs)

1. What are the basic questions of journalism?
− Journalists are likely to ask six questions in a crisis (who, what, where, when, why, how) that relate to
three broad topics: (1) what happened; (2) What caused it to happen; (3). What does it mean.

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 RUBRICS
ESSAYS
Content is comprehensive, Content is somewhat Content is incomplete and
accurate, and credible. It comprehensive but appears inappropriate. It
demonstrates an in-depth disorganized. It demonstrates demonstrates a lack of
Content
reflection and analysis of the a general analysis and reflection and analysis of the
lesson. (3) minimal reflection of the lesson. (1)
lesson. (2)
There are no/few spelling There are some spelling or There are significant spelling
Mechanics
and/or punctuation errors. (2) punctuation errors. (1) and punctuation errors. (0)

CREATIVE OUTPUT
Output demonstrates the Output is factual but showed Output demonstrates no
learner’s own interpretation little interpretation from the interpretation and expression
Content and expression of the lesson, learners, and details from the learners, and details
and shows appropriate details somewhat show the concepts has no connection with the
and concepts of the lesson. (3) of the lesson. (2) concepts of the lesson. (1)
Output contains various visual Output contains visual aids but There is very little evidence of
aids to display information in distracts or hinders the details creativity. There is not clear
Creativity multiple ways. Very of the lesson. Appropriate use structure. It seems that texts
appropriate use of creative of creative texts and graphics. and graphics were randomly
texts and graphics. (3) (2) placed. (1)
Output is well organized, easy Output is satisfactorily Output is poorly organized and
Clarity to understand, and easy to organized but difficult to very distracting to read and
read. (2) understand and read. (1) understand. (0)
There are no/few spelling There are some spelling or There are significant spelling
Mechanics
and/or punctuation errors. (2) punctuation errors. (1) and punctuation errors. (0)

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