10 Commandments for Media Consumers

Knowledge Center

Description of 10 Commandments for Media Consumers. Explanation.

Definition 10 Commandments for Media Consumers. Description.

10 Commandments for Media Consumers is a checklist that provides media consumers the awareness needed to correctly evaluate mass media communications.

The Ten Commandments for Media Consumers is a checklist developed by Cees Hamelink in his article “Ethics for Media Users”, published in the European Journal of Communication, December 1995. Hamelink, active in the field of ethical journalism and media accountability, suggests awareness to three categories of media consumers: viewers, readers and listeners. He argues consumers must severely question the freedom, quality and responsibility of media. They must not only beware of the nature and scope of media messages, but also take on proactive behavior when called to respond to persuasive messages. For this reason he developed the following Ten Commandments:

1. Be an attentive and discriminating media consumer.
2. Actively fight against any form of censorship.
3. Do not obstruct editorial independence.
4. Do not accept or endorse any form of racism and sexist behaviors undertaken by media.
5. Always look for alternative sources of information.
6. Claim multiple supplies of information (Compare: Multitasking Consumer)
7. Protect your own privacy.
8. Be yourself a reliable source of information, in order to provide an accountable Word-of-Mouth.
9. Do not involve yourself in mercenary, corrupted or biased journalism.
10. Demand accountability from media producers.

The author recognizes a lack of flexibility and intuitiveness as a main limitation in the use of his 10 Commandments. He argues that his framework must be contextualized and adapted to each situation. The primary goal of Hamelink’s Ten Commandments is to provide general guidelines to media consumers and not strict rules. Consumers’ responsiveness to media can depend upon demographic variables, culture, values and lifestyles.

Special Interest Group - Ten Commandments for Media Consumers Special Interest Group (21 members)

Forum - Ten Commandments for Media Consumers   Here you will find interesting and educational discussions.   What is the Law of Deeds? The Law of Deed is: "Your deeds will follow you wherever you...           As Media Users We Need to Be Active (1 reactions) The 10 commandments for media users represent the basic know...

Best Practices - Ten Commandments for Media Consumers Here you will find the most valuable ideas.

Expert Tips - Ten Commandments for Media Consumers Here you will find high-quality advice from experts.   Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business...

Resources - Ten Commandments for Media Consumers Here you will find powerpoint presentations, micro-learning videos and further information sources. Media Selection: Media Characteristics, Types, Advantages and Disadvantages Mass Media, Media Selection, Channels, Advertising, Media Types, Media Scheduling...   Social Media for Business Social Media in Business, Social Media for Business, Social Media and Business...   Consumer Buyer Behavior & Business Buyer Behavior Marketing, Strategy Decision...     News about Ten Commandments For Media Consumers         Videos about Ten Commandments For Media Consumers         Presentations about Ten Commandments For Media Consumers         Books about Ten Commandments For Media Consumers         More about Ten Commandments For Media Consumers

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Marketing

More on Management  |  Return to Management Dictionary  | 

This ends our 10 Commandments for Media Consumers summary and forum.