Abstract

Politicians attach great importance to the way in which they are portrayed in the media. Word choice and timing are carefully weighed. Corporations, social institutions and public services often appeal to communications experts. Under the motto `better communication', advertising agencies promote not only consumer goods but also ideas, lifestyles, beliefs and even blunders.At precisely the same moment, social scientists and philosophers are reaching an agreement that moral beliefs and social objectives are purified and legitimated when they are the object of a wide-ranging dialogue. Views and ideals cannot simply be derived from individual reflections, abstract theories or tradition. Whoever wants to discover which social principles are legitimate and respectable must take part in the discussion about concrete social choices with all parties concerned.These tendencies are in conflict with each other. On the one hand, it is to be hoped that public opinion acquires a critical sense on the basis of fair social debates in which the various facets of prevailing social problems can be carefully examined. On the other hand, there is a fear that the slick, mediagenic style used by public relations experts leads more often to blindness than insight. The media play an important role in this game of power.In selecting news items and in their method of presenting these items, the media create metaphors, images and stereotypes that guide our perception of social reality. Their guiding motives in this are not selfless. In their competitive commercial atmosphere, a broad interest is essential.Around that subject the European Centre for Ethics organized the biannual Politeia Conference on “Modern Media and Social Dialogue”. The conference was well attended, and its strong international focus was reflected in the presence of speakers, workshop presenters and conference participants from throughout Europe as well as from across the Atlantic. Major speakers were: Zygmunt Bauman, Elihu Katz, Johan Galtung, Serge Moscovici, Ernesto Laclau, Chantal Mouffe, Stephen K. White, Harry Kunneman, Gilles Lipovetsky, and Clifford Christians. The central question dealt with by this conference was how the media can make a contribution, in the present context, to a high-quality social dialogue