It's Important To Know To Whom One Should Complain

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In other words, there will remain institutional sources of news with corresponding accountability. At the same time, the proliferation of information will heighten the need for consumers to be analytic and skeptical.

Even in this changing media world, it remains important to know to whom one should complain. Complaints about material appearing on network programs should be addressed to the network's audience services division in New York and to the community affairs director of the local station airing the material. This procedure pressures the people directly responsible for approving content Cartier Santos Replica at the network; at the same time, it magnifies the impact of the dissatisfaction by encouraging the local station, whose license depends on serving the local community, not to clear such material in the future. Because the network wants to keep its affiliates happy, expressions of dissatisfaction from local stations to the network are very persuasive.

Networks are responsible for what they air. Most of their programming ...
... and all of their advertising is internally prescreened and approved. When these internal checks work, they preempt objections. When they fail, and protest is mounted by dissatisfied viewers, the existence of these checks assures the public that the network is conscientious. These checks also provide a bureaucratic structure through which complaints can be channeled. Although network news is not formally screened and approved by a separate division, any material that appears on the news programs has been examined by various gatekeepers within the news bureau. Complaints about news content can be sent directly to the anchor or to the program's producer. A copy of each complaint should be sent to the president of the offending media outlet as well, to increase internal pressures for change within the system itself.

Communication from an individual can also trigger industry-sponsored self-regulatory mechanisms. As we have indicated, self-regulatory agencies such as the National Advertising Division of the Better Business Bureau monitor advertising and initiate action against ads that seem deceptive. Similarly, readers' advocates for individual newspapers and the National News Council arbitrate complaints from dissatisfied readers and viewers. These individuals and organizations give the individual consumer the ability to initiate the investigation of a deceptive ad or an unfair news item.

An individual communication can also spur action by government regulatory agencies such as the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC). The FTC monitors ads, calling for proof of questionable claims, and initiates formal proceedings against ads that seem deceptive. The FCC superintends the use of the airwaves.

An effective complaint presupposes knowledge of the standards the self-regulatory agency or regulatory agency applies, an understanding of the sorts of complaints it is authorized to handle, and a comprehension of Cartier Replica Watches the avenues of redress it is able to exercise if a complaint is credible. In making a complaint, the audience member must clearly specify the time, location, date, and character of the offensive item.

In addition, a complaint should indicate either that the item violates the standards of the agency or that the standards ought to be broadened to include items of this nature. Three lines of argument are particularly effective when justifying a complaint: (1) the item or ad is inaccurate or deceptive; (2) the item or ad violates community standards or tastes; or (3) the news item is unbalanced or the ad is unfair (for example, it exploits negative stereotypes or capitalizes on the gullibility of children).