International Journal of Applied Research in Social Sciences, Ukka, pp 211-220 Page 211 ETHICAL DILEMMAS OF PRO SOCIAL TELEVISION 1 Ibrahim T.I. Ukka 1 School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Rd. Wuhan 430074, China. 2 Department of print and electronic journalism, An-Najah National University, Nablus, Palestine ___________________________________________________________________________ *Corresponding Author: Ibrahim T.I. Ukka 1 Corresponding Author Email: ibrahimokah@hust.edu.cn Article Received: 11-07-19 Accepted: 20-08-19 Published: 05-09-19 Licensing Details: Author retains the right of this article. The article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licences/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the Journal open access page. ___________________________________________________________________________ ABSTRACT The use of television to promote social development has generated ethical dilemmas that will affect several billion television viewers during 1990s. Development is defined as a widely participatory process of directed social change in a society, intended to bring about both social and material advancement (Rogers, 1976). Television has a greater potential impact on social development now than ever before in human history. Several countries are systematically producing television programs with pro-social messages. Pro-social television content refers to televised performances that depict cognitive, affective, or behavioral activities considered to be socially desirable by most members of a television audience (Rushton, 1982). Ethical concerns regarding the responsible use of television are prompting television producers and officials to reduce the antisocial effects of television by increasing the pro-social content of television programs. Keywords: Ethical Dilemmas, Media Effect, Pro-social Television, Communication Ethics _________________________________________________________________________ INTRODUCTION While the use of pro-social television programs raises several ethical dilemmas (as we will show later in this essay), literature on television ethics is severely limited. Television ethics represents a relatively neglected and undeveloped field of inquiry. Existing research focuses primarily on specialized themes such as television news ethics (Cooper, 1988). The purpose of the paper is stated as follows: 1. To investigate the use of pro-social television OPEN ACCESS International Journal of Applied Research in Social Sciences Vol. 1(5), pp. 211-220, August, 2019 Fair East Publishers Journal Homepage: www.fepbl.com/index.php/ijarss