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  1. Sherry Baker & David L. Martinson (2001). The Tares Test: Five Principles for Ethical Persuasion. Journal of Mass Media Ethics 16 (2 & 3):148 – 175.
    Whereas professional persuasion is a means to an immediate and instrumental end (such as increased sales or enhanced corporate image), ethical persuasion must rest on or serve a deeper, morally based final (or relative last) end. Among the moral final ends of journalism, for example, are truth and freedom. There is a very real danger that advertisers and public relations practitioners will play an increasingly dysfunctional role in the communications process if means continue to be confused with ends in professional (...)
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  2. David L. Martinson (2000). Dietrich Bonhoeffer and Communicating "the Truth": Words of Wisdom for Journalists. Journal of Mass Media Ethics 15 (1):5 – 16.
    Before being executed by the Nazis at the age of 39, Dietrich Bonhoeffer had produced enough material, according to Howell (1995), to fill 16 volumes of theological reflections. Nevertheless, Howell noted, Dietrich Bonhoeffer is not a household name. That is unfortunate. One of Bonhoeffer's most inspiring efforts-from the perspective of mass media ethics-centered around his unfinished attempt to define "what is meant by telling the truth." As is often the case with truly outstanding thinkers, his reflections in this regard appear (...)
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  3. David L. Martinson (1998). A Question of Distributive and Social Justice: Public Relations Practitioners and the Marketplace of Ideas. Journal of Mass Media Ethics 13 (3):141 – 151.
    The marketplace of ideas theoy has been utilized as one means to justify,from a societal perspective, contempora y public relations practice. Proponents confend that practitioners serve society in true Miltonian fashion by helping clients inject their views into that marketplace. One must question, however, whether afunctional marketplace of ideas exists relative to the public relations process. Further, by focusing ethical questions on individualistic practitioner behavior relative to that marketplace, practitioners may not be paying sulyicient attention to the demands of distributive (...)
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  4. David L. Martinson (1995). Ethical Public Relations Practitioners Must Not Ignore 'Public Interest'. Journal of Mass Media Ethics 10 (4):210 – 222.
    In this study the author argues that public relations practitioners must not ignore the public interest even though the term has been the subject of vigorous debate within both academic and professional circles. The author maintains - not-withstanding the controversy - that the public interest is intrinsic to the very definition of what it is public relations people do. He suggests the solution to the definitional problem rests in first formulating an abstract (general) definition, then moving to the operational level.
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  5. David L. Martinson (1994). Enlightened Self-Interest Fails as an Ethical Baseline in Public Relations. Journal of Mass Media Ethics 9 (2):100 – 108.
    Some in public relations have suggested that practitioners adopt a philosophy of enlightened self-interest as an ethical baseline. The author contends that such a theory must be rejected because even the enlightened variety does not adequately weigh the needs of significant others - a central consideration in any effort to define ethical behavior. The author maintains that genuine sacrifice - at times required of those desiring to do the right thing - clearly can conflict with any theory espousing self-interest as (...)
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