Normative media theory in the digital media landscape: from media ethics to ethical communication

ABSTRACT

In this article it is postulated that normative media theory has lost its heuristic value in the new digital media landscape with its ensuing mediatisation of life, society and the world. The reason for this is that normative media theory is based on the principles of media ethics which are mainly concerned with journalism. In the new media landscape the media involves far more than journalism and journalism as the cognitive paradigm for current thinking about media. The media has infiltrated almost every aspect of human communication, it is omnipresent and pervasive. For this reason the principles of ethical communication instead of media ethics are proposed as being more appropriate for normative media theory. This proposition is expanded in the rest of the article with a discussion of “traditional” normative theory as a yardstick for the measurement of ethical media practice and performance against the appropriateness and applicability of “traditional” normative theory in the digital media landscape. Outstanding features of the new media landscape, including the move from mass communication to network communication, and the emphasis on interactivity and interconnectivity contributing to the conversion of the media user into a media producer, are discussed, and presented as a motivation for the proposition to move from media ethics to communication ethics as the epistemological foundation of “new” normative theory.

Keywords:

• normative media theory
• mediatisation
• mediated communication
• media ethics
• communication ethics
• human dignity