As hinted above, the media has numerous functions including to inform, to educate, to entertain, surveillance and agenda setting among many others. In doing so, journalists identify events and occurrences that they consider newsworthy. Furthermore, the media often sets agenda in sensitive issues through editorials. Editorials are specific columns that permit journalists among other media personalities to share their thoughts with the public. The media is an influential aspect of the society with the audiences often consuming the contents of the media with trust (Waller, 2005). As such, the damage of irresponsive journalism is extensive. This requires the journalists to abide by numerous ethical features most of which are in their codes of conduct.
Deontology is a type of normative ethics that influences the responsibilities of the media by underscoring the need for adherence to rules. Ethics is a personal decision, which often relies on the individual’s definition of either right or wrong. In doing this, journalists must consider the ramifications of their actions thereby undertaking the roles with the view of limiting harm. While journalists have the right to information, they have equally extensive responsibilities in order to ensure that they use the information appropriately with the view of minimizing harm. As such, journalists must have adequate training. Professional training provides journalists with the skills of identifying newsworthy occurrences besides equipping them with the ability to develop news stories.