Recommended Prior Knowledge

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Objectives

At the end of the curricular unit, the student must be able to:

1. Recognize and understand the actors, their roles, and the actions and characteristics of the interactions established in performing professional functions in social communication (journalism, advertising, public relations and press relations).

2. Master the foundations of the legitimacy of professional practice and its ethical responsibilities.

3. Interpret the main deontological codes of the media professions.

4. Understand the functioning of the various organizations that make up social communication in Portugal, the implications of their daily practices for the exercise of professional activity and identify the ethical challenges arising from these interactions and ways to correct them.

Teaching Methods

The teaching and learning methodologies were designed in accordance with the ESE/IPS Pedagogical Model, with the aim of harmonizing the theoretical exposition of the content with the active participation of the students. Classes therefore include explanations based on scientific research, combined with the critical analysis of practical examples that stimulate students' reflective skills. To consolidate knowledge, assignments are carried out that combine individual or group research with the development of communication skills and the resolution of ethical dilemmas.

To support prior preparation, materials such as scientific articles, book chapters and multimedia resources are made available, allowing students to deepen their understanding of the topic to be addressed before the classroom discussions.

In addition, open classes with renowned professionals from various areas of the media provide students with practical perspectives, enriching their understanding of ethical application in a real-world context. This collaborative, student-focused method aims for comprehensive and reflective teaching, promoting a critical and meaningful understanding between prior knowledge and new learning, applying it throughout the course.

Internship(s)

Não

Syllabus

1. Introduction to Ethics and Professional Conduct in Mass Communication

Ethics, Morality, and Professional Conduct.

The Importance of Ethics in Professional Practice.

2. Key Actors and Structures in the Field of Mass Communication

Organizational Structures and Their Interactions.

3. Professional Rights and Duties

Ethical Responsibilities in Mass Communication Professions.

Rights and duties of media professionals.

4. Constitutional and legislative framework of communication

Portuguese legislative framework for the media sector.

Major codes of ethics: journalism, advertising, public relations, and press relations.

5. Functioning of media organizations

Operational structures of the media.

Ethical implications of daily practices in media organizations

6. Ethical challenges in communication

Ethical dilemmas in various areas of communication.

7. Impact of digital technologies on communication ethics.

Ethical communication in the digital age.

Content Explanation

The syllabus is structured to provide a comprehensive understanding of the various roles and interactions in the professional field by exploring the specific functions of the areas of journalism, advertising, public relations and press relations (objective 1). They provide an environment for discussion and reflection on ethical dilemmas and possible solutions and promote the development of critical thinking and problem-solving skills (objective 1 and 2). Contribute to an understanding of ethical responsibilities and practices (objective 2) by addressing the obligations and rights of media professionals. Ground the student in the legal context of communication in Portugal by improving their understanding of the codes of ethics governing the professions (objective 3). They provide a practical overview of media operations, and the ethical challenges faced on a daily basis (objective 4), by preparing the student for the real-life situations they will encounter on the labour market.

Methodology Explanation

The coherence between the teaching methodologies and the learning objectives of the course lies in the creation of a pedagogical environment that stimulates both theoretical and practical knowledge. Theoretical explanations and critical analyses promote an understanding of the fundamental concepts of ethics, which are necessary for students to develop essential skills in recognizing professional actors and roles.

The methodology of presenting practical dilemmas, combined with individual and group research, favours the appropriation of ethical and deontological principles, providing mastery of rights and duties in the media sector. Prior preparation with support materials reinforces students' familiarity with the legislative and constitutional framework, which is essential for understanding the codes of ethics applicable to the communications professions; while interaction with renowned professionals, through open classes and interviews, encourages an indepth understanding of the main characteristics of the professions and allows students to begin to establish direct contact with a specific profession of their greatest interest.

Analysing real cases, as well as group discussions, foster the ability to understand how the media works and to identify ethical dilemmas in everyday professional life, in line with developing strategies to solve them. These methodologies, centred on active and critical participation, thus promote meaningful and practical learning that consolidates theory with applicable and reflective skills in the professional context.

Responsible Lecturer(s)

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Bibliography

Christians, C. G., Fackler, M., & Richardson, K. B. (2020). Media Ethics: Cases and Moral Reasoning. Routledge.

Cádima, F. R. (2019). A Publicidade face aos novos contextos da era Digital: privacidade, transparência e disrupção. Media & Jornalismo, 19(34), 35-46.

Lewis, J., & Cushion, S. (2023). Public Communication and the Limits of Professionalism: Ethics in an Age of Persuasion.

Martins, C. (Ed.). (2018). Os media em mudança em Portugal: Implicações da digitalização no jornalismo. ERC.

Mateus, S. (2022). Manual prático de assessoria de imprensa. Editora LabCom.

Neves, Maria do Céu Patrão; Silva, Rui Sampaio (coord.) (2017). Ética aplicada - Comunicação Social. Lisboa: Edições 70.

Sebastião, Sónia Pedro; Martins, Paulo (2019). Ética em Comunicação: Reflexões sobre os atributos, os desafios e as práticas.