Telephone survey of 293 TV viewers in Minneapolis-St. Paul investigated how viewers evaluate ethical issues and problematic content in TV news and entertainment programs, and attitudes toward methods of controlling TV content. In rating eight hypothetical news and entertainment scenarios, viewers appeared more willing to accept ethical breaches in entertainment than in news programs. In evaluating the severity of general problems in TV programming, most viewers considered violence, adult themes, and a lack of family values to be big problems. Different (...) methods of controlling potentially problematic content were evaluated, with viewers overwhelmingly endorsing a system of ratings or warnings, as well as restricting content to certain times or channels. Governmental regulation as a form of controlling TV content was strongly rejected. This article demonstrates the usefulness and appropriateness of empirical research in involving the audience in an active role in the study of media ethics. (shrink)

Ethical sensitivity is a precursor to mora1 judgment in that a person must recognize the existence of an ethical problem before such a problem can be resolved. It is an important concept, yet it has received little attention from ethics scholars. This preliminary and exploratory study indicates that ethical sensitivity can be identified in viewers' reactions to and evaluations of ethically controversial television news stories, that diferent levels of ethical sensitivity are evident in discussions of television news stories, and that (...) there are at least 3 dimensions by which ethnic sensitivity may be evaluated: time, breadth, and depth. (shrink)

~Et h i c a l sensitivity is investigated in an illustrative analysis of two female television nezos viewers. Transcripts of structured, in-depth interviews were analyzed according to four critical content dimensions of ethical sensitivity reflecting interviewees' mentions of story characteristics, ethical issues, consequences, and stakeholders. Cognitive maps illustrate the reasoning processes ofthe two viewers, one with relatively high and the other with relatively low ethical sensitivity. This study provides a detailed description of a new application of a research procedure, (...) and gives detailed examples of how subdimensions of ethical sensitivity interact and relate to a person's reasoning processes. The study is a pilot demonstration of a promising methodology and a precursor to more investigations on more viewers, more types of content, and more media. (shrink)