The mass media's influence on the ethics of public life, as characterized by the press's watchdog role in monitoring the conduct of government officials, is assumed to be vital to democracy. The effectiveness of this watchdog role is less clearly understood. Partial answers are found in the evolving institutional history of the press, including its control, ethics, laws, technology, organization, and the content of news stories. Just as reporters rarely discuss their ethics in terms of teleology and deontology, the press does not conceptualize in sophisticated terms its impact on the ethics of public employees. It traditionally finds motivation from the popular belief in watchdog success models from muckraking to Watergate. As partisanship, news values, and reporting techniques evolve, effectiveness varies. Research sheds light on media trends but focuses more on presidents than county clerks, more on political campaigns than government process. Optimism, as new doors and new technology open to reporters, is tempered by competition from the marketplace and the new digital feast promised consumers.
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