Abstract

Democratic societies need media that uphold journalistic standards of truthfulness and objectivity. But sensationalism has always been a temptation for journalists, and given the intense competition between news outlets, especially in the online world, there is pressure on them to ‘chase the clicks’. The article analyzes the incentive structures for journalists – focusing on the harmfulness of sensationalist framing as an example – and the challenges of establishing shared standards in a highly competitive online environment. Drawing on concepts and arguments from business ethics, it argues that the structure of this problem points to the need for an ‘ethics of sportsmanship’ that upholds journalistic standards despite competitive pressures. But the specific role and nature of the media imply that there can be no once‐and‐for‐all solution. Instead, there is a need for reflexivity, that is, for an ongoing dialogue about journalistic standards and the role of media in democratic societies.