Zusammenfassung

Most mass media research involves observa- tions of human beings—asking them ques- tions or examining what they have done. However, in this probing process the re- searcher must ensure that the rights of the participants are not violated. This concern for rights requires a consideration of ethics: distinguishing right from wrong and proper from improper. Unfortunately, there are no universal definitions for these terms. Instead, several guidelines, broad generalizations, and suggestions have been endorsed or at least tacitly accepted by most in the research profession. These guidelines do not provide an answer to every ethical question that may arise, but they can help make researchers more sensitive to the issues.