Transparency in Modern Media

Megan Parks
mp590317@ohio.edu

Transparency in Modern Media

A Common Trend

When looking at the evolution of media from its earliest forms to today, there is a common and consistent theme evident in its being. According to the Institute for Advertising Ethic's Principles and Practices for Advertising Ethics, "The one constant is transparency, and the need to conduct ourselves, our businesses, and our relationships with consumers in a fair, honest, and forthright manner. 

Without evident transparency, the media is deceiving at best, offering no genuine knowledge to consumers. People rely on the fact that media is a source of trustworthy information that is there to educate those who view it. 

Why Value Transparency?

This is an increasingly important conversation in today's society with the advancement of media platforms such as social media and the uncertainty surrounding the political climate as of 2020. While the idea of "fake news" is not a new concept, the prominence of it in recent years has caused an increase of distrust towards the media that cannot be ignored.

President Donald Trump contributed largely to the return of "fake news" which only created a further distrust of politics in the media.

Donald Trump during a press conference from CNBC's youtube channel.

The first principle from the Principles and Practices for Advertising Ethics "is based upon The Journalist's Creed enunciated by Walter Williams" which states that "advertising, public relations marketing communications, news, and editorial all share a common objective of truth and high ethical standards in serving the public."

Media is not shared for any reason other than to inform citizens and allow them to make educated decisions based on all the information available. This cannot be done successfully or ethically unless the media is fully transparent with its viewers.

Standards of Media

All across the journalism spectrum, whether it is from a reporter or marketer's perspective all share a high standard code of ethics that everyone is expected to follow. According to https://www.prsa.org/about/ethics/prsa-code-of-ethics PRSA's Code of Ethics guidelines, "A member shall:

• Preserve the integrity of the process of communication.
• Be honest and accurate in all communications.
• Act promptly to correct erroneous communications for which the practitioner is responsible.
• Preserve the free flow unprejudiced information when giving or receiving gifts by ensuring that gifts are nominal, legal, and infrequent. 

Ensuring Transparency

In an article done by the Conversation, "organizational scholars Andrew Schnackenberg and Edward Tomlinson have proposed that transparency in organizations actually consists of three parts: disclosure (information is released in a timely manner), accuracy (information is correct), and clarity (information is understandable in context by the intended audience)."

Transparency can be ensured if the consistent rules currently in effect are followed by those in positions of media power.