Mixed Media: Moral Distinctions in Journalism, Advertising, and Public Relations

By Tom Bivins
October 2003: Lawrence Erlbaum Associates
ISBN: 0805842578

Researching and writing about ethics is not new for Tom Bivins, who says the publication of Mixed Media: Moral Distinctions in Journalism, Advertising, and Public Relations was a fitting complement to his recent appointment to the school’s John L. Hulteng Chair in Media Ethics. “I've been working on the idea for years. Now that my teaching focus is also ethics, it seemed like the right time to bring my thoughts together into a book.” Bivins is a Renaissance man when it comes to his books: the seven titles to his credit range from How to Produce Creative Publications (with Bill Ryan) to The Perfect Tree, a children’s book illustrated by his brother, Chris. He also wrote an ethics guide for Independence and Integrity II, The Updated Ethics Guide for Public Radio Journalism, authored by Associate Dean Al Stavitsky and NPR’s Jeffrey Dvorkin.

How many books have you written?

This is my seventh book. Others are: Winter's Doorway, a book of poetry; The Perfect Tree, a children's book illustrated by my brother, Chris; Public Relations Writing: Format and Style, which is going into its fifth edition this summer; Fundamentals of Successful Newsletters; How to Produce Creative Publications (with Professor Bill Ryan); and How to Produce Creative Advertising (with Professor Anne Maxwell)

Why did you write this one?

I've been working on the idea for years. Now that my teaching focus is also Ethics, it seemed like the right time to bring my thoughts together into a book.

What did you learn while writing it?

I learned how important peer reviews are to a book project. I got some incredible advice from several ethics educators who reviewed my manuscript. Jay Black, at the University of South Florida and a leading media ethicist, was especially helpful.

Are you using it as a textbook?

I am using it in my mass media ethics class and it's been very successful. Last term I had the 100 students in the class evaluate it, and I got a tremendous amount of useful feedback and a lot of praise. I don't know about other adoptions yet.

What are you working on now?

Currently, I'm working on two books related to ethics. One is on persuasion and ethics--something I've wanted to write for a long time. The other is an idea I had to work with Anantha Babili (dean at Middle Tennessee State University)--a book on eastern religion and philosophy and how they might have something useful to say about Western ethics. I'm also negotiating with McGraw-Hill to revise my newsletter book in the near future.