journalists and public discourse

Hey guys,

I found an article talking about what responsibility journalists have for the level of public discourse. The e-mail conversation between the Poynter faculty mentioned many cases we talked about in class, including Don Imus' racial comment, a story on NYT that some bloggers call for better manner on blogs, and the 2008 presidential election. They seem to agree that journalists should do something to promote a more civil public discourse. If so, besides suspending Imus for two weeks, what else can media organizations really do, especially on the virtual world?
http://www.poynter.org/column.asp?id=67&aid=121124