While writing my report, I came across the different major ethical frameworks that are used in public relations but also in the professions of the wild world of modern communications. I think that it would be interesting to have your opinions about them and which one you most agree with.
Let's refresh our memories quickly with small definitions of these frameworks.
1. Utilitarianism
It is a theory based on the aims and consequences of any actions. It promotes that certain actions are morally and ethically good even if they affect in a bad way certain people, as long as the majority is not affected or in a positive way. This theory also states that the 'Good' is what brings the better and/or greatest pleasure.
"The greatest good or happiness for the greatest number" is the motto of this ethical framework.
2. Duty Ethics (also called Kantian Ethics)
This ethical framework focuses what is rational to do in ethics rather than what is good or contributes to the 'Good'. It stresses on what the duty or obligation from our Reason that we have as human beings to act morally and/or rationally. (Vardy & Grosch 1999, 54-5)
It is not the action that determines if we are doing or contributing to the 'Good', but the intentions, aims and reasons behind the action itself. If the will of accomplishing an action does not rely on the sense of duty then the action will not be morally good.
3. Virtue Ethics
This theory was first introduced by the Greek philosophers Socrates and Plato and then modified by their successor Aristotle. It underlines the role played by the person itself rather than the consequences of the action that person undertook.
It focuses on the moral behavior which can be told by analysing the person's decision to undertake an action or not. According to this theory, we all act morally by following our own virtues and experimenting them. This would imply that the older you get the more you know about what is morally good or not.
Aristotle famous quote summarises it all :"Moral virtue is a middle state determined by practical wisdom. "
4. Situational Ethics
This theory states that moral decision should be taken by considering the context, situation and that there are no fixed rules upon what is 'Good' and what is not.
I know this is a lot of theory but it is very relevant in our everyday lives. From my point of view, Kantian ethics is the most appropriate and the one I would most likely use in any ethical dilemma. I believe that our aims and reasons of doing something determine if it is good or not.
However, I would be glad if you guys could tell me what YOU think and why. Let's debate on this hot topic !:)
If you do not know what I am talking about, think of a situation where you have to make decisions as a public relations student (and future professional). 'Current' examples could be the oil catastrophe in the Gulf of Mexico, lying to your boyfriend, Tiger Woods sex scandal....ANYTHING really! What would you do? And which ethical framework would you use?
I cannot wait to read your comments !
Alix
Reference: Vardy, P. and P. Grosch. 1999. The puzzle of ethics. Kant and the Moral Law, 53-62. Great Britain: Fount Paperbacks.
