Abstract

PurposeThe purpose of this paper is to pose questions about quality indicators, describe the fields of reference of communicators and the instruments currently being used in quality assurance of journalism, especially in Germany.Design/methodology/approachDue to their relevance to the questions being posed in media ethics, the paper deals with the meaning‐conferring functions of media offerings and with reasonable expectations toward media courses that prepare young communicators for their field of occupation.FindingsThis paper reveals that a more in‐depth involvement with constructivist epistemologies can impart to the media students a particular understanding of the dimensions of ethics, norms, law and the associated sets of rules.Originality/valueThis paper is focusing on the latently present, meaning‐generating aspects of the media, just not discussing them in terms of “effects” including their measurability, but in terms of reception and epistemology, underscoring the responsibility of all related communicators.