The possibility of implement an ethical standard in the Spanish media: the perception of the management staff members

Abstract

Today, the image of companies relates to ethical and social aspects of their actions, as well as connects to financial results. The aim of this study is to assess the possibility of establishing a specific ethical standard in the Spanish media, according to the perception of the executives of the most relevant media corporations by size and circulation (press, radio, television and digital media). The indepth interviews (n=30) and focus groups (n=3) show managers opposing positions on interest and implementation of this selfregulation proposal, a wide divergence over who is responsible for establishing and supervising the model, and to evaluate the basic variables. Meanwhile, journalists surveyed about (n= 420) believe that an initiative of this nature would make sense (6.4/10).