The Way to Promote Ethics for Thai Media Using Buddhist Integration

Abstract

Thai society has been stepping up its calls for mass media to demonstrate greater ethics, after new-style investors enter mass-media industry with a focus on profits rather than public interests. Having the objective of promoting media ethics, this research identified four ethical problems in mass media. They were 1) unethical news presentation; 2) unethical media investors; 3) problems related to knowledge and understanding of mass-media ethics; and 4) problems in media-ethic regulatory system. These issues were studied to develop ethical guideline for mass media. According to findings, five Buddhist concepts can be integrated to the guideline namely Conscientiousness, Four Prejudices, Five Precepts and Five Dharma Components, the Right Livelihood, and Three-Fold Training. The integrated guideline features: 1) unbiased presentation of facts; 2) separation of facts and opinions; 3) fair and balanced coverage; 4) focus on public interests; 5) respect for privacy and human dignity; 6) ban on obscene or lewd photos; 7) ban on hate speeches; 8) ban on bribery; and 9) ban on veiled advertisements. Through the integration of Buddhist concepts into mass-media ethics, this research presented “Buddhist Ethics of Mass Media” so as to provide more sustainable solutions to ethical issues. To follow the guideline, mass-media members should persevere in improving their mind and actions; speak of ethics to foster conscientiousness; feel ashamed of unethical thoughts, words and acts; strive to present accurate, transparent, unbiased and fair reports; focus on public interests; uphold mass-media spirit, and fully comply with media ethics on a sustainable basis.