Table of contents provided by Syndetics

• 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?
• I News
• 1 Institutional Pressures
• The New York Times fires Jayson Blair
• CNN in Baghdad
• The Time Warner Colossus
• NBC and GM's Pickup
• The Wichita Experiment
• 2 Truthtelling
• Al Jazeera
• Reporting on Enron
• The Unabomber's Manifesto
• Fabrication at The Globe
• An Enemy of the People
• 3 Reporters and Sources
• Covering the Middle East
• Stolen Voice Mail
• Embedded Reporters
• Risky Foods
• 4 Social Justice
• Affirmative Action in Michigan
• Distributing the Internet
• Sexism and World Cup Soccer
• Ten Weeks at Wounded Knee
• 5 Invasion of Privacy
• The Controversial Patriot Act
• Privacy in Cyberspace
• A Prostitute on Page 12
• Dead Body Photo
• II Persuasion In Advertising
• 6 Special Audiences
• The Littlest Consumers
• Selling Students to Advertisers?
• Some Say ldquo;Nordquo; More Often than Others
• The Bill Sell for a ldquo;Purely Progressive Tax.rdquo
• The Vagina Dialogues
• 7 What to Advertise
• A Magazine and Its Cigarettes
• Does Alcohol Advertising Get a ldquo;Free Ride?rdquo
• Promoting ldquo;Smart Tanning?rdquo
• Feminine Hygiene in the Living Room
• Empowering or Manipulating the Health Care Consumer?
• 8 How To Say It
• No Holds Barred-The Rise of Guerrilla Marketing
• Yo Quiero Stereotype?
• Making the Same Different: Parity Products
• Defining Outrageousness Down
• Anorexic Chic?
• 9 Media Considerations
• Gatekeepers I Closing the Door
• Gatekeepers II Opening the Door
• Farewell to a ldquo;Sanctuary from Advertisingrdquo
• Infomercials-ldquo;They Need to Make You Rich, Thin, or Beautiful
• The Best Do All Three.rdquo
• The Non-Advertising-Free Internet-In Search of a Balance
• III Persuasion And Public Relations
• 10 Public Communication
• Mr. Ethics Sells Out
• Playing Defense on the Court(room) of Public Opinion
• A Public Relations ldquo;Discovery.rdquo
• A Campaign Pioneer?
• 11 Telling the Truth in Organizational Settings
• A Good Thing?
• A Committed Front?
• A Sale at the Local Nonprofit?
• A Web of Caring
• 12 Conflicting Loyalties
• A New Client?
• Case 1 Friends?
• Case 2 The Friendly Journalist?
• Politician Pitches Pills
• All Too Human?
• The Long-Distance Client
• 13 The Demands of Social Responsibility
• Pepsi Challenged by Rumors
• Smart Giving
• Employee Volunteers
• The Medical Endorsement?
• Caught on Tape
• IV Entertainment
• 14 Violence
• Hear It, Feel It, Do It
• Crunchy Terror in T-Rex Park
• ldquo;The Storyteller.rdquo
• 15 Profits, Wealth, and Public Trust
• Crude Script for Tinsel Town
• Virtual Whitewash
• Deep Trouble for Harry
• Super Strip
• Sue Thomas
• 16 Media Scope and Depth
• Reel History
• Bigotry as Entertainment
• They Call it Paradise
• Tragedy Lite
• The League of Literary Makeovers
• 17 Censorship
• The Voice of America