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Table of Contents to the 7th Edition
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?
Part I: NEWS.
Chapter 1. Institutional Pressures.
Case 1- The New York Times fires Jayson Blair.
Case 2- CNN in Baghdad.
Case 3- The Time Warner Colossus.
Case 4- NBC and GM's Pickup.
Case 5- The Wichita Experiment.
Chapter 2. Truthtelling.
Case 6- Al Jazeera.
Case 7- Reporting on Enron.
Case 8- The Unabomber's Manifesto.
Case 9- Fabrication at The Globe.
Case 10- An Enemy of the People.
Chapter 3. Reporters and Sources.
Case 11- Covering the Middle East
Case 12- Stolen Voice Mail.
Case 13- Embedded Reporters.
Case 14- Risky Foods.
Chapter 4. Social Justice.
Case 15- Affirmative Action in Michigan.
Case 16- Distributing the Internet.
Case 17- Sexism and World Cup Soccer.
Case 18- Ten Weeks at Wounded Knee.
Chapter 5. Invasion of Privacy.
Case 19- The Controversial Patriot Act.
Case 20- Privacy in Cyberspace.
Case 21- A Prostitute on Page 12.
Case 22- Dead Body Photo.
Part II. PERSUASION IN ADVERTISING.
Chapter 6. Special Audiences.
Case 23- The Littlest Consumers.
Case 24- Selling Students to Advertisers?
Case 25- Some Say “No” More Often than Others.
Case 26- The Bill Sell for a “Purely Progressive Tax.”
Case 27- The Vagina Dialogues.
Chapter 7. What to Advertise.
Case 28- A Magazine and Its Cigarettes.
Case 29- Does Alcohol Advertising Get a “Free Ride?”
Case 30- Promoting “Smart Tanning?”
Case 31- Feminine Hygiene in the Living Room.
Case 32- Empowering or Manipulating the Health Care Consumer?
Chapter 8. How To Say It.
Case 33- No Holds Barred—The Rise of Guerrilla Marketing.
Case 34- Yo Quiero Stereotype?
Case 35- Making the Same Different: Parity Products.
Case 36- Defining Outrageousness Down.
Case 37- Anorexic Chic?
Chapter 9. Media Considerations.
Case 38- Gatekeepers I: Closing the Door.
Case 39- Gatekeepers II: Opening the Door.
Case 40- Farewell to a “Sanctuary from Advertising”
Case 41- Infomercials—“They Need to Make You Rich, Thin, or Beautiful. The Best Do All Three.”
Case 42- The Non-Advertising-Free Internet—In Search of a Balance.
Part III. PERSUASION AND PUBLIC RELATIONS.
Chapter 10. Public Communication.
Case 43- Mr. Ethics Sells Out.
Case 44- Playing Defense on the Court(room) of Public Opinion.
Case 45- A Public Relations “Discovery.”
Case 46- A Campaign Pioneer?
Chapter 11. Telling the Truth in Organizational Settings.
Case 47- A Good Thing?
Case 48- A Committed Front?
Case 49- A Sale at the Local Nonprofit?
Case 50- A Web of Caring.
Chapter 12. Conflicting Loyalties.
Case 51- A New Client?
Case 52- Case 1: Friends? Case 2:The Friendly Journalist?
Case 53- Politician Pitches Pills.
Case 54- All Too Human?
Case 55- The Long-Distance Client.
Chapter 13. The Demands of Social Responsibility.
Case 56- Practicing Good Citizenship.
Case 57- Pepsi Challenged by Rumors.
Case 58- Smart Giving.
Case 59- The Medical Endorsement?
Case 60- Caught on Tape.
Part IV. ENTERTAINMENT.
Chapter 14. Violence.
Case 61- Hear It, Feel It, Do It.
Case 62- Crunchy Terror in T-Rex Park.
Case 63- “The Storyteller.”
Case 64- Comic Capers.
Chapter 15. Profits, Wealth, and Public Trust.
Case 65- Crude Script for Tinsel Town.
Case 66- Virtual Whitewash.
Case 67- Deep Trouble for Harry.
Case 68- Super Strip.
Case 69- Sue Thomas, F.B. Eye.
Chapter 16. Media Scope and Depth.
Case 70- Reel History.
Case 71- Bigotry as Entertainment.
Case 72- They Call it Paradise.
Case 73- Tragedy Lite.
Case 74- The League of Literary Makeovers.
Chapter 17. Censorship.
Chapter 75- The Voice of America.
Chapter 76- Fencing the Net.
Chapter 77- Frontal Assault.
Chapter 78- Life Stinks.
Epilogue.
Recommended Readings.
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