In the campaign, the practitioner 's duty to their employer was met under the utilitarian ethical framework. Utilitarianism, as an ethical framework, states the right course of action in any situation is the one that results in the greatest balance of benefits for anyone affected (Markkula Centre For Applied Ethics, 2014). Bentham wrote in the principles of moral and legislation what made a consequence ethical under utilitarianism was how much happiness, pleasure or benefit was created for all involved (Bentham cited in Panza & Potthast, 2010, p 126). Within the campaign there was great benefit created for a majority of the involved individuals including the practitioner 's employer, PPR. As the campaign was successful, it generated a lot …show more content…
Deontology is an ethical framework which places emphasis on moral rules and the concept of duty (Duignan, 2011, p 69). Although one individual’s concept of duty and moral law can differ to another, under this framework there are a few universally agreed upon ethical acts including honesty, promise keeping, reparation, and justice. As previously stated, within the campaign there were some issues of deception (Duignan, 2011, p 69). Attached to the public relations profession there is a negative connotation that practitioners are ‘spin doctors’. The term ‘spin doctor’ is a slang for a deceptive public relations practitioner (Sumpter & Tankard, 1994, p19). It is based around a common belief public relations will use dishonesty and deception in order to achieve a favourable angle on a situation, person, story or campaign (Sumpter & Tankard, 1994, p19). Since the 1950’s when the term was first coined, consumers and publics have become very aware of the practice and become very critical of practitioners who use deception to achieve a goal (Sumpter & Tankard, 1994, p20). As the campaign didn’t disclose that the corporates weren’t actually homeless, and as members of the public were secretly filmed, this campaign used deception to achieve a favourable result. This then reflects badly upon the profession and adds to the negative ‘spin doctor’ perception. By not …show more content…
The main tension is created between the differing views the frameworks have on justice, honesty and fairness. There are instances where using Utilitarianism ethics can produce great benefits for the majority, but the actions to achieve these benefits may not be fair, honest, and just or uphold societal/personal duties (Markkula Centre For Applied Ethics, 2014). Within deontology however it is unacceptable to disregard moral rules such as honesty and fairness (Alexander & Moore, 2012). Although deontology is about upholding moral duties and producing a more just and fair society, sometimes tension between different moral duties can hinder this (Alexander & Moore, 2012). For example in this campaign it is the moral duty to keep others from harm, but it is also a moral duty to be honest. As the campaign didn’t meet both moral duties, the practitioner didn’t meet uphold its duty to society. These differing views created tension between the practitioner 's duty to the employer and
Deontology theory defines an ethical action as one that adheres to a set of rules and duties. PharmaCARE’s actions are unethical by way of this moral compass because the firm has failed to perform in accordance with one very important duty, the duty to safeguard human dignity and basic human rights. Paying $1 a day to its workers and not providing them with even the most basic of amenities is a gross violation of the firm’s obligation to safeguard human rights, which in itself is a morally required behavior and applicable almost universally. PharmaCARE is not treating the Colberians like the treat their executives, nor are they treating the community there as they treat the communities in the
Tilson, D. (1997). Toxic Sludge is Good for You! Lies, Damn Lies and the Public Relations Industry (Book). World Communication, 26(1), 62.
Deontology diverges from consequentialism because deontology concentrates on the rightness or wrongness of the actions themselves instead of the consequences. There are different types of deontological theories. According to Kant, theoretical reasoning helps us discover what we should believe whereas the practical reasoning tells us what we should do. Morality falls under theoretical reasoning. In Kantian deontology, motives matter. Rather than consequences, it is the motive of an action makes that action morally right or wrong. Likewise, if an action intends to hurt someone, but eventually it benefits the other person, then it does not make that action morally right. All in all, deontology comes down to common-sense: whether it is a good action or a bad
Deontological moral theory is a Non-Consequentialist moral theory. While consequentialists believe the ends always justify the means, deontologists assert that the rightness of an action is not simply dependent on maximizing the good, if that action goes against what is considered moral. It is the inherent nature of the act alone that determines its ethical standing. For example, imagine a situation where there are four critical condition patients in a hospital who each need a different organ in order to survive. Then, a healthy man comes to the doctor’s office for a routine check-up.
Public relations are the practice of distributing the information between an organisation or individual and the public. The aim of PR practitioners by the client is often is to persuade stakeholders, partners, employees, investors and most importantly, the public. The practitioner’s communication stance is reaching the individuals or organisation ultimate goal. However many can examine and scrutinize public relations ethics to assert a PR problem within the industry. All PR organisations and individuals have a code of ethics of which the professionals are expected to follow. Regardless of these guidelines, ethics in individual practices seem to prove continuous and consistent violation worldwide. The James Hardie Industry, a company that is known for knowingly using products that caused thousands of people throughout Australia to grow to become sick and even resulting in death, from its products that produced massive profits is a prime example of the PR problem. However ethical communication and critically reflective practices are procedures that benefit both the public and the organisation when use correctly, opposite to the James Hardie case.
Louw, P. E. (2010). Spin Doctoring: The Art of Public Relations. The media and political process (2ed., p. 81). London: SAGE.
Samuel Adams (1722 - 1803), an American patriot and politician, once stated, "Mankind are governed more by their feelings than by reason"[1]. This statement is significant, as it undermines two of the primary ethical doctrines in philosophy - the deontological perspective defended by Immanuel Kant (1724 - 1804) in Foundations of the Metaphysics of Morals (634), and utilitarianism, supported by John Stuart Mill (1806 - 1873) in his essay, Utilitarianism (667). Deontology and utilitarianism are contrasting theories. The former focuses on the intrinsic moral worth of our actions, whereas the latter argues that the consequences of our actions determine their moral value. Nevertheless, both perspectives substantiate Mill's claim that "our moral faculty.is a branch of our reason, not of our sensitive faculty" (678). Reason is an indispensable aspect of Kant's deontological view, as he believes the will is a capacity unique to rational beings. In Kant's opinion, the will is essential, as it facilitates our ability to act according to the universalizable maxims we establish for ourselves (653). Reason is also a crucial element of utilitarianism, as it is the intellectual faculty that enables us to distinguish the course of action with the best possible outcome (i.e., the choice that will ensure the greatest happiness or least amount of pain for as many people as possible) (688). However, since both deontology and utilitarianism are governed by the notion that moral judgements are established through reason, can either theory apply in circumstances in which rational thought is not feasible? For example, during World War II, a Nazi soldier offers a ...
They have very different perspectives and can determine various types of challenges in cases such like the Quinlan case. The ethical position that is most agreeable is utilitarianism. Deontological is the moral decision. Utilitarianism is the moral outcomes from a decision. The Quinlan case a tragic event of a 21year old woman in a coma and the debate of her end of life management. The deontological point of view sided with the hospital and utilitarian point of view sided with the family. From personal experience, I believe utilitarianism is the best the ethical principal for this case because it is focused on the relief of the family and Karen Quinlan. Ethics is basis of making moral decisions and outcome
This paper explores the legal, ethical and moral issues of three healthcare colleagues by applying the D-E-C-I-D-E model as a foundation of decision making as found in Thompson, Melia, and Boyd (2006). Issues explored will be those of the actions of registered nurse (RN) John, his fiancé and also registered nurse (RN) Jane and the Director of Nursing (DON) Ms Day. Specific areas for discussion include the five moral frameworks, autonomy, beneficence, Non – maleficence, justice and veracity in relation with each person involved as supported by Arnold and Boggs (2013) and McPherson (2011). An identification and review of the breached code of ethics and the breached code of conduct in reference with the Nursing, Council, and Federation (2008) will be addressed. Lastly a brief discussion on how the three schools of thought deontology, teleology and virtue had effects on each colleague (McPherson, 2011) .
Edward L. Bernays deserves recognition far greater than that which he receives. "The father of spin" documents the career of Edward Bernays, the man himself and the monumental findings that precede him. Bernays not only fathered public relations as we know it he also shaped molded and embodied ideal practices of public relations and spin in everything that he did.
Deontology in Immanuel Kant’s point of view is all about duty and not inclination of morality. For example, the First Proposition of Morality is an action that must be done from duty to have moral worth (298). In other words, if one were feeling generous and wanted to give money to the ones who really need it, this technically would not be moral worthy according to Kant. The reason why for this is because that person did not do it out of duty but instead out of free will. For one’s action to have moral worth, it could be an example of one going to work everyday. Everyone has their own specific job to do at work and that is their duty. All in all, Kant views that deontology must come from an action of duty in order for it to be moral worthy and it is not the consequences that determines what is right or wrong.
In deciding whether or not to procure stock based off the information I acquired unintentionally; I decided the ethical dilemma deontology is the most ideal of why I would not purchase the stock. Ethics are defined as moral principles that governs one's behavior. Although, I would be saving my loved one life possess the upmost importance to me, I cannot compromise my integrity or morals. First and foremost, I was not privy to the information that resulted in me acquiring the stock. If I had been privileged to such information my company would have the expectation of me not using the information for personal gain. There is a certain level of wrongness to violate my company's trust by using the classified information for personal gain. One could
This means that a person will follow his or her obligations to another individual or society because upholding one 's duty is what is considered ethically correct (1,2). For instance, a deontologist will always keep his promises to a friend and will follow the law. A person who follows this theory will produce very consistent decisions since they will be based on the individual 's set duties.” (Rainbow). Deontology works on the concept “the end does not justify the means” ("Difference Between Utilitarianism and Deontology."). I believe that I will use Deontology in many different situation throughout my life. In my personal life I may find myself in a situation where my friend asks me to pick up his son from school because my friend has another obligation to attend to. According to deontology, the morally correct option would be to pick up his son from school because I would be upholding my duty to my friend. If I did not uphold my duty to my friend by not picking up his son from school, it would be the morally wrong option according to deontology because I did not go through with my obligation. In my professional life I plan to be a pharmacist. Pharmacists have access to many different drugs. A friend could ask me to steal drugs for him. According to deontology, the morally correct option would be to tell my friend that I could not steal
A nonconsequentialist act is the deontology theory. Deontology is a moral obligation or duty to act relating to a principle or rule. Deontology requires the act of humanity. It is never the treatment as a means to an end. A rule of deontology is that one should act in a manner that maxim the act intending to develop the act as a universal law. However, deontology can obligate someone to act in a way that seems wrong and unethical (Mossier, 2013). It is a rigid theory that fails to capture the complex issues that arise. Therefore, one would need to act as everyone would act in that specific situation. When applying the deontology theory, one should focus on the will of the person acting, the person’s intention of carrying out the act, and the rule according to which the act is carried out. Deontology can impact human life within society through the application to the principal in gender equality in areas of employment, health care, and the education system. The
A deontologist asserts that you should do your duty even if you or others suffer as a consequence. Deontology is seen as an obligation to protect regardless of the impact it has on others, whether it be people, animals, and/or the environment and so on. “Deontology focuses on the duties and obligations one has in carrying out actions rather than on the consequences of those actions” (Mosser, 2013). According to deontologist Immanuel Kant, when doing your duty as a deontologist there are “categorical imperatives” that should be followed. In other words there are exceptions for why one is not taking action. “All imperatives command either hypothetically or categorically” (Kant,