TAO – vägen för frivillig medieetik på nätet?

Posted in journalistik, medieetik, mediernas ansvarighet, medieutveckling, sociala medier by Torbjörn von Krogh on 11 maj 2010

Hur kan en önskan bland bloggare och medieföretag att följa etiska spelregler och att uppträda renhårigt uppmuntras? Hur kan en sådan ambition förstärkas genom att den är tydlig för besökare på sådana sajter?

Ett sätt som diskuterats är en frivillig märkning, en slags vdn-deklaration. Tanken dryftades bland annat på Pressens samarbetsnämnds seminarium om pressetiken i framtiden för några veckor sedan.

Ett färskt exempel är TAO, som lanserats av den amerikanska delstaten Washingtons News Council (en regional  opinionsnämnd för medier) och som nu börjas spridas över världen. I dagarna presenteras exempelvis initiativet för ONO (Organization of News Ombudsmen), som har sin årliga konferens denna vecka i Oxford, UK.

TAO (den andliga vägen enligt taoismen) står i detta sammanhang för Transparency, Accountability och Openness. Symbol plus text har registrerats som varumärke. På svenska skulle symbolen kunna vara ett granskande ÖGA – Öppenhet, Genomskinlighet och Ansvarighet.

Såhär förklaras begreppen på TAO-sajten:

”The TAO of Journalism Pledge



We will fully disclose who we are, our journalistic mission and our guiding principles. We will post information on our background and expertise, including education and experience. We will list advertisers, donors, grants, and any other payments that support our work. If affiliated with a political party or special-interest group, we will disclose that. If lobbying for any particular legislation or regulation, we will disclose that. If we are being paid to promote a product or cause, we will disclose that. If other factors could be seen as potential conflicts of interest, we will disclose them.


If we get any facts wrong, we will admit that promptly and publicly. We will post/publish/print/podcast/broadcast a correction or at least a clarification. We will fully explain what happened to cause the error or mistake. We will do a follow-up story if that is appropriate, putting the original material in better context. We will apologize and promise to be more careful next time. We will show a little humility.


If there are credible challenges to our point of view or simply differences of opinion, we will be open to contrary positions. We will give the other side(s) opportunity and space to express their views and engage in open public dialogue through comments or other means. If we are primarily engaged in opinion and commentary, rather than news reporting, we will make that clear – while inviting others to express their opinions through comment and feedback means.

We do not necessarily agree to abide by any particular code of journalism ethics or professional standards, although we may choose to do so. If we do, we will declare that publicly. If we don’t, we will declare that as well. We understand that this will not be enforced by any outside organized group. It will be overseen by everyone on the Internet who wants to see high standards of transparency, accountability and openness in journalism – through whatever media platform.

We understand that if someone using the “TAO Seal” starts violating its basic principles, they will be admonished, criticized, reprimanded and embarrassed in public through the awesome power of the Internet. Call it “crowdsourcing” ethics and accuracy. In summary, we believe that Transparency, Accountability and Openness are keys to our personal credibility and public trust.”


Kommentarer inaktiverade för TAO – vägen för frivillig medieetik på nätet?