| Table of Contents to the 8th Edition
Introduction: Ethical Foundations and Perspectives.
The Potter Box Model of Reasoning.
Using Ethical Principles.
Five Ethical Guidelines.
1. Aristotle's Mean
1A. Confucius' Golden Mean
2A. Kant's Categorical Imperative
2B. Islam's Divine Commands
3. Mill's Principle of Utility
4. Rawls's Veil of Ignorance
5A. Judeo-Christian Persons as Ends
5B. Noddings' Relational Ethics
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- Obesity Epidemic.
Case 7- Al Jeezera.
Case 8- The Unabomber's Manifesto.
Case 9- Fabrication at The Globe.
Case 10- Muhammad Cartoon Controversy.
Chapter 3. Reporters and Sources.
Case 11- Crisis in Darfur.
Case 12- Covering the MIddle East.
Case 13- Stolen Voice Mail.
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- Bloggers' Code of Ethics?
Case 21- A Prostitute on Page 12.
Case 22- Dead Body Photo.
Part II. PERSUASION IN ADVERTISING.
Chapter 6. The Commercialization of Everyday Life.
Case 23- Is That a Guerilla I see?
Case 24- Selling Students as a "Captive Audience"?
Case 25- DTC Advertising: Prescription Drugs as Consumer Products?
Case 26- Shopping to Save the World.
Chapter 7. Advertising in an Image-Based Culture.
Case 27- Making the SAme Different: Branding.
Case 28- Stereotyping Attitude.
Case 29- We All Know Her: The Unattainable Ideal.
Case 30- Real Beauty: Responsible Images?
Case 31- Pitching Sex Appeal
Case 32- A Responsible Parent?
Chapter 8. The Media Are Commercial.
Case 33- Marketing U.S. Latindad.
Case 34- Gatekeepers: Closing the Door.
Case 35- Shocking: The Case for Due Diligence.
Case 36- Bowling Up the Wall: Advertising and Editorial Content.
Case 37- Selling the Game?
Chapter 9. Advertising's Professional Culture.
Case 38- The AAAA Standards of Practice.
Case 39- Ethical Vision: Moral Muteness and Moral Myopia.
Case 40- What Does It Mean to Serve Clients Well?
Case 41- A Woman's Place Is . . . .?
Case 42- Diversity in Advertising: What Is It? Where Is It?
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- Indictments Indicate Corrupt Lobbying.
Case 46- A Campaign Pioneer?
Case 47- Your Tax Dollars at Work.
Chapter 11. Telling the Truth in Organizational Settings.
Case 48- A Good Thing?
Case 49- Wal-Marting Across teh Internet.
Case 50- Who's the Boss?
Case 51- "This News Story Is Brought to You By . . .".
Chapter 12. Conflicting Loyalties.
Case 52- A New Client?
Case 53- Case 1: Friends?
Case 53- Case 2: The Friendly Journalist?
Case 54- The Medical Endorsement.
Case 55- The Long-Distance Client.
Case 56- Tragedy at the Mine.
Chapter 13. The Demands of Social Responsibility.
Case 57- Practicing Good Citizenship.
Case 58- Thank You for Smoking.
Case 59- Pepsi Challenged by Rumors.
Case 60- Swept Away in the Storm.
Part IV. ENTERTAINMENT.
Chapter 14. Violence.
Case 61- Hear It, Feel
It, Do It.
Case 62- Violence-Centered.
Case 63- The Storyteller.
Case 64- Comics for Big Kids.
Case 65- Grand Theft Youth.
Chapter 15. Profits, Wealth, and Public Trust.
Case 66- Copyright Wars.
Case 67- Deep Trouble for Harry.
Case 68- Super Strip.
Case 69- Superman Walks Again.
Chapter 16. Media Scope and Depth.
Case 70- Reel History.
Case 71- They Call it Paradise.
Case 72- Tragedy Lite.
Case 73- The League of Literary Makeovers.
Chapter 17. Censorship.
Chapter 74- The Voice of America.
Chapter 75- Fencing the Net.
Chapter 76- Frontal Assault.
Chapter 77- Rescue Us.
Index
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