SOCIAL RESPONSIBILITY
Social responsibility for every journalists, broadcasters and radio programmers is an important trait to practice; as the saying goes, “with great power, comes great responsibility”, being socially responsible is important for mass communicators for them to do their jobs effectively.
Media is a powerful industry and very influential. It is considered as the watchdog of the government; media people should never be biased, should not take sides and should report the truth and write stories with statements according to their sources. That is why media people, or the press has to have guidelines or codes of ethics for them to be guided and protected.
According to KBP Guidelines, news reports shall be fair, factual and objective. This is the same in the Philippine Journalist Code of Ethics, wherein news should be reported carefully, taking care not to suppress essential facts nor distort the truth by omission or improper emphasis. Being socially responsible as a broadcaster or a radio programmer, one should be able to report news fairly; airing both sides of the issue and as much as possible never committing mistakes in the story. Being socially responsible also means that the reporter or journalist will not omit the fact that he is a journalist and making a story about something to his or her sources. He or she should inform them that the story may be aired or published.
Journalists or reporters should also be aware of their conflicts of interest. If a journalist is related to a source of his or her story, he or she should inform his or her editor about it so that he or she may be assigned to another story. A journalist or a reporter should also refrain from receiving gifts and privileges from the sources of their stories to avoid mistrust from the readers and which may “cast doubt to the professional integrity” of the journalist or the reporter.
In gathering information, a reporter or a journalist should respect the confidentiality of the information provided to them. Only if it is in the interest of the public should confidential information be aired or published provided that the sources will be protected. In any other cases, a reporter or a journalist may look for an alternative source who can justify the information and may be identified. A broadcaster or a radio programmer should also be careful in what they say on air and in what they write in the newspapers. They should not use the power of media over personal conflicts with other people, they should not ridicule other people or other culture and furthermore, they should not discriminate.
Since media is a large industry, mass communicators should be aware of the different wants and needs of the masses. Social responsibility is sometimes an issue over mass communicators because there is a thin line separating law and ethics and a much thinner line separating truth and lie.



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