Dr. Rincón Quintero Yanyna
Never before as now the media are immersed in the dilemma of what to say, how to say, when to say and where to speak. The new information technologies, communication, immediacy of the story, a globalized world society informed and aware of what is happening, and not just in their environment, even in your state or region or the world, have become to media agents, actors and protagonists of world attention.
The MCS has become mandatory and agents concerning broadcasters to understand today's society which rightly have called it: the Information Society. That fact that we are experiencing is that the conviction is born in them, to interpret and get with the times. Hence the importance of MCS to define and implement codes of ethics that go hand in hand with the world.
is true that the vast majority of MCS have codes that regulate, so to speak, the ethical behavior of their workers, journalists, managers and administrative staff. It is also true that the vast majority of these codes consist of a long list of what should and should not do that eventually just read and other few more followed.
convinced of this need the MCS are doing reengineering process includes not only the aspect of visual presentation of the media and graphic design, in the case of forms, the process involves a change of vision as the major role in society.
Many media have internalized their role has become mere information and opinion, to become huge windows through which the world looks to the reality, attributing the role, in many cases, of opinion makers and what is more important in the collective behavior guidelines. Supreme
responsibility latter guide behavior of both, is there a code of ethics is an important means to learn to assume this responsibility. The media is obliged to know which are the communication barriers that impede and distort their role, and more compelling is to overcome and presented as a means plural, where everyone can come and to which everyone can classify as credible without any interference, nor political, economic, racial or religious.
Based on this, I would respectfully refresh my colleagues Social Communicators, print journalists, broadcast journalists, columnists, public relations, publications, Publirelacionistas and corporate communications, the need for a performance with adherence to ethical codes of conduct, stressing the need to strengthen the identity of Social Communicator and raise the professional academic, the tone of debate, the discourse that transcends a mere craft, by virtue of our transit through the university classroom, to not fall into provocations that disrespect the dignity and citizen journalism, because " the mistakes of others can never justify our mistakes. "
On The Government is to exercise the highest PR Edward Bernays bequeathed us, the theoretical father of this discipline: • Act as
Glass House, and Open Book: This refers to the need for transparency in reporting and performance of authorities and government institutions, which are not a privileged body exempted from regulatory compliance, and instead should promote ethical standards of social communication by example.
• Tell the truth, the best way and the best: Sometimes even when we handle the truth or part of it, you lose the perspective of how and when to report, the use of force and abuse of power and authority is not a good mechanism to enforce standards and truths also use a language that moves away from the colloquial to settle at the lewd and obscene, disrespect in much the majesty of the positions of various officials and hence the collective.
• Doing things right and make them known: To know good is important, especially when all you do is in that direction, because as the proverb states "who has never thatched roof on the candela ". All ethical actions is easy to project positive, but many actors whose actions are outside the framework of ethics and legality feel almost offensive when publish the reflections of these.
In that sense, transparency has become an essential value in response to social responsibility which holds the current social media, media companies, media professionals and the general public to ensure open communication gray areas, defects and anomalies ethical, to which requires a framework of freedom of press, freedom of belief and religion, pluralism of information, right to information and communication and information platform that serves to support the socially responsible action Social Communicators exercise is as print journalists, Journalists Broadcasting, Communications, Corporate Advertising, Public Relations and Publirelacionistas.
All this allows us to infer that given the diversity of actors or agents involved in the communication process and information dissemination in a country go into shock diversity of values, beliefs and standards that require the establishment of agreements allowing ideology to approve Since the establishment of rules or code of ethics to ensure the motivation, information, communication, dissemination and persuasion, enhancing the levels of freedom, credibility, confidence and support guarantees of corporate governance, democracy, respect, tolerance, biodiversity, sustainability, development and prosperity of the nation.
Dr. Rincón Quintero
Yanyna Doctor of Science in Management (URBE, 2006). Master of Business Administration Scientiarum Tourist (LIGHT, 2000). Degree in Social Communication, Major in Advertising and Public Relations (Light, 1993). Teacher - Researcher of the University of Zulia. PPI Inquiry Level Candidate No. 6857. CNP member - Zulia No. 7798. Member of College Relations Venezuela N º 0442. Member of ASOVAC - Zulia. INVECOM member. Founder of Project Open Public Relations Chair. CNP-member Steering Zulia period 2008-2010.
e-mail: yanynrincon@gmail.com
Maracaibo, May 23
de2009 
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