EN
It is particularly important for media to respect certain ethical norms related to politics due to the fact that they are for the vast majority of their own customers the only source of political information. In as much as media recipients are able to get to know many areas of their reality in a direct way so as to confront any media coverage with their own viewpoint, the politics as such does not allow for such an opportunity. The recipients cannot therefore act according to the principle (which admittedly belongs more to the field of rationality than morality) requiring them to favour only direct contact with their reality when it comes to particularly significant matters1, with political decisions belonging to such a scope of issues. It also appears that the recipients are obliged to formulate clear expectations towards media, so that they provide, if possible, a comprehensive and impartial set of information and opinions on matters of the politics. This approach can be effective due to the functioning of certain media mechanisms requiring to adapt the content to the tastes and expectations of the widest possible audiences.