This paper explores the use of video news releases (VNRs) without source disclosure from legal and ethical perspectives. In light of current regulatory debates regarding VNRs, the paper first examines whether journalists' use of corporate VNRs without source disclosure violates FCC regulations. It then questions the ethics of using such VNRs by examining the current code of ethics for both the public relations practitioners creating VNRs and the news organizations airing them. The paper uses the ethical construct of transparency to (...) further examine the ethics of VNR production and exhibition without source disclosure. It finds that regardless of whether the use of VNRs without source disclosure violates current sponsorship rules, the use of such VNRs not only violates codes of ethics but also transparency, which includes values such as accountability, credibility, trust, respect, truth and honesty, reason, freedom, dignity, and duty. (shrink)

This study analyzed 16 potential ethics-related problems associated with use and abuse of video news releases (VNRs) by public relations practitioners and electronic journalists. Causes and possible solutions to the problems were suggested and model ethics code guidelines were developed. Moral rules, moral ideals, theories of ethics, public relations theories, and electronic journalism theories were used to provide a general foundation for the analysis. A more specific foundation was provided by guidelines from a variety of media codes of ethics.

This study examines the use of a video news release in a specific story. Press coverage and editorial criticism in the case showed that journalists do not articulate sufficiently how the news owners' sway, through institutional controls, can lead to a hegemony of expedient action in the newsroom. Critical self-reflection by news workers will better enable journalists to ethically deliberate news choices that balance their responsibilities to owners, peers, and the public.

An inventory of major studies between 1986 and 2006 indicates the public has continuing and in some cases increasing concerns about specific ethical practices in the mass media industries. While some concerns such as deception, invasion of privacy, advertising saturation, and excessive violence apply to multiple channels of communication, others are medium specific. For example, the public's primary anxieties about the Internet include fraud, spam, and the availability of pornography to children, while the primary concerns about telephone have included telemarketing (...) and wiretapping. Overall findings suggest several substantial and escalating concerns such as the erosion of press credibility and trust in the media at large. These findings proved consistent with a recent national poll commissioned for the second U.S. Media Ethics Summit conference. (shrink)

This study examines the use of a video news release in a specific story. Press coverage and editorial criticism in the case showed that journalists do not articulate sufficiently how the news owners' sway, through institutional controls, can lead to a hegemony of expedient action in the newsroom. Critical self-reflection by news workers will better enable journalists to ethically deliberate news choices that balance their responsibilities to owners, peers, and the public.