Media Law & Ethics

Ivanna Victoria Villanueva

Case Study
April 19th 2017

Private Issue and Public Apologies (Potter Box Model)

Facts:
 On November 27th 2017, Tiger Woods’ car accident was reported along with a report of his
wife breaking the rear window of his car with a golf club – reports sparked revelation of
extramarital affairs
 November 29th Woods posted a statement on his website: “I’m human and not perfect. Many
false and malicious rumors circulating about my family and me are irresponsible”.
 Affair coverage broke loose internationally and Woods decides to not participate in the
Chevron World Challenge tournament, a tournament he was to have hosted. Woods decides
to take leave from competitive golf.
 On December 2nd, Woods posted his second statement with an apology saying that he had let
his family down and regretted his actions – Woods then criticized the media coverage the
scandal had received and argued that he and his family should be left to deal with the issues
internally
o Woods also expressed that he was undergoing tabloid scrutiny and argued his right to
privacy saying: “Personal sins should not require press releases and problems within a
family shouldn’t have to mean public confessions”.
 Sponsors such as Accenture and AT&T end their deals with Tiger Woods
o Other corporations stopped both airing and printing advertisements and commercials
that featured Woods
 On February 19th 2011, Tiger woods called for a press conference after undergoing treatment
and therapy
o Members of Golf Writers Association of America voted to boycott the conference
because the press conference did not allow any questions, thus they believed there
was no point
o Woods apologized for his irresponsible and selfish behavior and apologizes to his
family, friends, fans, employees, Foundations associates, and business partners – He
defended his wife that was being unfairly criticized
o Woods complains about reporters following his daughter to school and staking out his
wife and mother. He also said that he believes he has a right to shield his family from
the public spotlight and maintain a private space for them
 Nike airs a black and white commercials with an over voice of Wood’s father as he returns to
competitive golf
 Stakeholders:
o Tiger Woods – Woods himself is the case, which has a direct effect on his family life,
professional life, and reputation
o Family – As immediate family members, they are directly affected by Woods’ case
and actions. They are also affected by the media.
 o Media Outlets – are stakeholders because they are the sources that provide the public
with the case information including, journalists/reporters, channel, corporate
company, and stakeholders of the media outlet
o Sponsors – are effected due to his actions causing share values to drop in those he
represents and represented (Nike, AT&T, and Accenture)
o PGA – they are highly effected financially by Tiger Woods scandal and his decision
to stop playing professional golf. Revenue decreases when Woods stops playing
because of the decrease in audience both on TV and live events as well as some
partners of the PGA decide to remove themselves.

Values:
 Privacy – Tiger Woods has the right to a private life and as he states his internal family
issues should be left to be taken care of internally and not publicly
o Personal affairs should not require public apologies
 Justice-. Is based on the notion of fairness where a balance should always be present in
regards to the affect you can have on stakeholders
o Justice in regards to privacy comes into play due to the fact that embarrassing and
unnecessary details are reported

Ethical Issues:
 Kant Categorical Imperative – “When people act as moral agents, we must take action
based on maxims we would like for all rational people to also act on in the future, otherwise
your action is considered to be morally wrong”. Thus, we should act morally to set an
example on how others should act in the future.
o In regards to media, it is ethically problematic because the media disregarded his right
to a private life by providing coverage on an unnecessary issue. Although, they are
protected by the First Amendment, the course of action they took was not one that
was moral or ethical, leading other outlets to do the same in the future. As the media,
they must not use a private issue for public entertainment.
o In regards to Woods, his actions in his affair as well as his betrayal to his family, is
morally problematic because he represents a bad example to his family as a father and
his fans as a role model.
o Fairness – The medias fairness to Woods’ private life due to the direct negative
effect they have on it as well as Wood’s fairness to his family and his fans by causing
disappointment and becoming a bad example.
o Privacy and First Amendment – although it is legal and it is a First Amendment
right (freedom of speech, freedom of press) to internationally cover Woods’ scandal,
it is not ethical because it is embarrassing and unnecessary information
 The amount of coverage on the affair was unethical – due to the fact that it
was harmful to all members and should have been left to dealt with privately.
 His daughter was followed to school by reporters and the reporters not only
staked out his wife and mother, but they also criticized her.

 Locke – Natural Law: Natural law is the right to life, liberty and reputation. It conflicts with
positive law which is based on agreements, treaties, promises, and contracts. If positive law
conflicts with natural law, it is unjust
 o Tiger Woods’ has the right to live freely and his choices that he makes right or wrong
are part of his human rights to individuality. His right to reputation is tampered,
because due to this international scandal, his reputation gets damaged greatly. The
scandal also effects his life, his family, and his business endeavors. Woods’ promises
and contracts are let go due to the media covering a personal issue, thus having a big
plunge on his economical income.
o First Amendment – outlets and media stakeholders are protected by the first
amendment (freedom of press) and although it is legal to report on Woods’ it is not
ethical to report an unnecessary private issue due to the repercussions and damages to
the parties involved (balance test).
 In regards to Tiger Woods, his decision to exclude media from the press
conference but allowing 3 outlets and no room for questions, breaches
freedom of press by denying access to complete information.

Legal Issues
 No specific issues – public figures are not protected in most situations of invasion of privacy
since they have already placed themselves in the public eye. Thus, issues are ethical.
 Corporate ties – As an endorsee and a figure to a brand, Woods’ has a legal obligation to his
sponsors to perform a role and act according to the company values. Thus, his actions result
can a did damage with the revenue and public image of the company he sponsored.
 Vehicular – Woods’ get charged with a non-criminal accident and is required to pay a fine of
$164.

Loyalties:
 Tiger Woods’ – loyal to himself, his family, friends, fans, employees, Foundations, and
business partners
 Family – they are loyal to themselves
 Media Outlets – are loyal to all the individuals involved in the reporting of this scandal,
including: journalists/reporters, the outlet itself as a channel/station/magazine/newspaper, the
corporate company (the higher ups), the stakeholders of the outlet/company, and the audience
 Sponsors - are loyal to themselves, the stakeholders of the company, fans and audience
 PGA – are loyal to their partners, golfers, viewers, and consumers