Brown and White Vol. 100 no. 13

              the brown and white vol 100 no 13 lehigh university tuesday october 27 1992 ethics in media questioned by jennifer montemurro editor in chief a senior vice president and general man ager of the women's publishing division of the new york times magazine group dis cussed the impact of advertising on the me dia saturday during the arts and science symposium on the ethical challenges facing the media in the next decade according to michael golden 72 the media like any other business is first con cerned with making money and like any other business must reach its consumers through what he calls trade channels however problems arise when the interests of the media's two main customers adver tisers and the public conflict the first rule of the media to rip off an academicexpression.isto profit orperish " golden said the advertisers view the me dia as their trade channel and try to manipu late the magazine tobestreachtheiraudience golden explained the daily quest of me dia executives to strike a balance between the interests of advertisers and the audience and he provided examples of how advertisers ask for product mentions in editorial copy we try to sort out how far to go because the advertisers are our customers and you are our customers golden said we call that dilemma church and state what com pounds the problem is that the media are hungry we need the money golden also spoke about a new type of media censorship he said goes under the label of being politically correct according to golden the media is pre the first rule of the 1111 media to rip off an 111 academic expression is to profit or perish " michael golden new york times magazine group vented from dealing with sensitive issues in straightfoward terms for fear of offending various groups in society as a result less controversial yet highly misleading labels which in golden s opinion bastardize the language are created for example in politically correct vo cabulary a short person would be described as vertically challenged golden said andrea siegel 75 a reporter for the baltimore sun spoke about the effect of political correctness on the print media in terms the question of putting a suspect s race in an assault description she said that unless a description will help pick someone out of a crowd race is omitted siegel also described new challenges facing the print media as a result of the rise in the technology-based media outlets now it s not a question of if we do this or that she said but whether we do it at all the print media has attempted to combat the loss of audience to television by focusing more on local news such as elections and personality profiles in aprocess called zoning print media has gone where they really feel television doesn't go as well she said your backyard covering issues at the grass roots level the executive producer of dateline nbc jeffrey diamond 72 stressed that all journalists regardless of the media face the sameethicalproblems and the same results the bottom line is you must uncover the truth he said the methodology is critical in being true to yourself and your story explaining why the media succumbs to advertising pressures bob teufel 59 president and chief executive officer of rodale press summed up the issue stating fighting is simply not worth the hassle theta fun run proceeds to go to abused kids by david mederrick news writer tim berger a civil engineering graduate student and trish reddington 93 beat nearly 150runners and walkers thursday in the second annual kappa alpha theta fun run held for the court appointed special advocates for abused children all participants of the two-mile race which required a 5 entry fee were eligible for the 75 prize for the first place male and female shaker mugs and the post-run raffle berger won with a time of seven minutes and 50 seconds i ran a hard workout with the cross country team yesterday in preparation he said i paced myself for the first half and then i dropped the hammer and kicked it in gear reddington took the female crown with a time of 10 minutes even kristin mapes 95 , a member of the fun mock studs to combat the hazards of smoking by holly jackson news writer a mock version of the television dating game studs will be presented by members of lehigh's own studs students to unite don't smoke on nov 18 in packard labo ratory auditorium the event sponsored by the marketing club is a prelude to the great american smokeout on nov 19 studs consists of smokers and non smokers and will attempt to educate the public about the hazards of smoking and involve students in the american cancer society bryan campo 93 vice president of the marketing club said we had to come up with a campaign that was going to involve the students to try and bring up the awareness level of the smokeout and get more students involved campo said because the television show studs is such a popular program it was the perfect format for their goal in gaining student participation we figured if we got students actually involved in participating in this contest then they would come out and support their friends campo paid and it would turn into a more fun event for everybody the club sent a letter to every fraternity sorority residence hall and campus group explaining the importance of the studs format each organization was to nominate two members preferably one smoker and one non-smoker to participate in the contest twenty people were involved in the ballot paying a 20 entrance fee these students were randomly selected out of a name pool and placed in the studs vote campaign in the university center students cast 1 ballots the club earned a little more than $ 1 000 for their promotions and donations to the american cancer so ciety the top three male non-smokers were placed with the top two female smokers and the top three male smokers were placed with the top two female non-smokers making it possible to have two different shows the idea is that the presence of the non smokers would inhibit the smoker from lighting up a cigarette during the date if the smoker could hold off for three dates in a row he might be able to stop smoking for longer periods of time the show will be hosted by ken matthews waeb fm disc jockey the club is also trying to get exposure from local television good school election good members of zeta psi fraternity take a walk around campus in support of the good scholar program b&w photo by leslie satin see theta page 6 see studs page 6 technology carries us into the 21st century page 7