COMM 431, Mass Media Ethics: The SAD formula for making ethical decisions

• Situational definition
• Analysis of situation, application of moral theories
• Decision or ethical judgment

Situational definition:

• identify conflicting values or facts;
• try to state the ethical question involved in one sentence.

Analysis:

• debate relative importance of conflicting values or facts;
• consider possibility of external factors;
• consider: "what do we usually do?"
• consider who will be affected, including you, colleagues, sources, advertisers, society;
• consider both your emotional and rational response.

Decision:

• make final decision;
• justify final decision based on likely criticism from detractors.