" (NUJ, 1999). It would seem that within the first statement of such a code, a journalist faces a certain dilemma. According to the Oxford Colour Dictionary (1996), Professional is to be skilful, efficient. It also states that to do something that is professional it is "something that is done for payment". It goes on to state that "Ethical" means to be "someone or something that is morally correct", or "honourable", "honest" and "principled." (ibid, 1996).
One argument here could be that professional and ethical contradict each other. Frost (2000:3) here defines the ideal journalist as: .
"Someone who gathers, in a morally justifiable way, topical, truthful, factual-based information of interest to the reader or viewer and then publishes it in timely and accurate manner to a mass audience.".
It could however be argued that a journalist who excels and is deemed most professional is someone who has the ability to find an interesting story before anybody else. S/he gets the facts and delivers it before the deadline, so that they have the "scoop". .
"On a British tabloid, journalists, may be regarded, paid and promoted according to how many dramatic, possibly invasive stories they produce." (Randall, 2000:133). .
What we see here is news as a commodity, or market driven journalism. "Newspapers exist to make money, just like any other business." Sparks(1999:46). A powerful point to be raised is that such competition can impede the role of ethical journalism, more so in terms of a tabloid than a broadsheet. In his article relating to the press, Sparks (1999:53) speculates,.
"The popular press are under market pressure to try and reach the widest possible audiences and this must prioritise the kinds of material that will sell in vast quantities. Quality newspapers are much less interested in maximising circulation.".
April saw the launch of "The Mirror Think Again" campaign. The newspaper was about to re-launch as the Daily Mirror.