Whereas professional persuasion is a means to an immediate and instrumental end, ethical persuasion must rest on or serve a deeper, morally based final end. Among the moral final ends of journalism, for example, are truth and freedom. There is a very real danger that advertisers and public relations practitioners will play an increasingly dysfunctional role in the communications process if means continue to be confused with ends in professional persuasive communications. Means and ends will continue to be confused unless (...) advertisers and public relations practitioners reach some level of agreement as to the moral end toward which their efforts should be directed. In this article we advance a five-part test that defines this moral end, establishes ethical boundaries that should guide persuasive practices, and serves as a set of action-guiding principles directed toward a moral consequence in professional persuasion. The TARES Test consists of five principles: Truthfulness, Authenticity, Respect, Equity and Social Responsibility. We provide checklists to guide the practitioner in moral reflection and application of TARES Test principles. (shrink)

In many universities and related knowledge transmission organisations, professional focus on empirical data shows as in vocational education that preparation for real life technical work is important, as one would expect from “career education”. University is as the name shows on the contrary focusing on the universality of some sort of education, which is neither a technical one, nor much concerned by preparing oneself for a career. The scope of this chapter is to propose an analysis of inclusion as the (...) very essence of an ethics of reformation of education, which in our opinion cannot come from the institution of education as much as from a common basis between everyday learning capacities and curriculum based learning methods. Inclusive vision and values should be theoretically explained by philosophers in order to be refined and adapted into our current experience of values, pointing out issues about method and knowledge parameters. In particular a focus on epistemic values should bring good indications on how to empower others, and leave a more inclusive life, assuming the somehow paradoxical and surprising idea that knowledge is as important in real life outside the university as it is in the classroom, being the real universal value and currency across disciplines, times and contexts. University learns from being inclusive, i. e. by bringing not only a higher point of view on technical education but also a wider view on the human being. (shrink)

Before being executed by the Nazis at the age of 39, Dietrich Bonhoeffer had produced enough material, according to Howell, to fill 16 volumes of theological reflections. Nevertheless, Howell noted, Dietrich Bonhoeffer is not a household name. That is unfortunate. One of Bonhoeffer's most inspiring efforts-from the perspective of mass media ethics-centered around his unfinished attempt to define "what is meant by telling the truth." As is often the case with truly outstanding thinkers, his reflections in this regard appear even (...) more timely today than when he composed them well over 50 years ago. (shrink)

Pierce challenges the argument that economic sanctions are always morally preferable to the use of military force. He argues that such sanctions inflict suffering and physical harm on noncombatants and that small-scale military operations are sometimes preferable.

In this study the author argues that public relations practitioners must not ignore the public interest even though the term has been the subject of vigorous debate within both academic and professional circles. The author maintains - not-withstanding the controversy - that the public interest is intrinsic to the very definition of what it is public relations people do. He suggests the solution to the definitional problem rests in first formulating an abstract (general) definition, then moving to the operational level.

The marketplace of ideas theoy has been utilized as one means to justify,from a societal perspective, contempora y public relations practice. Proponents confend that practitioners serve society in true Miltonian fashion by helping clients inject their views into that marketplace. One must question, however, whether afunctional marketplace of ideas exists relative to the public relations process. Further, by focusing ethical questions on individualistic practitioner behavior relative to that marketplace, practitioners may not be paying sulyicient attention to the demands of distributive (...) and social justice. (shrink)

As media in developing countries confront the problems of development, they encounter a number of ethical issues emerging from conflicts between development needs and traditional journalistic considerations. This study samples journalists on 9 Nigerian national newspapers for their perceptions of ethics applications in newspaper editorials in that country. Government appears to influence editorial ethics in ways that are not ownership sensitive and personal ethics conflict with the ethics of the media for which reporters work.

The traditional and prevailing definition of lying is that lying is some variation or combination of: “an untruth told with intent to deceive.” I establish that this is the case, and that, as a result, contradictions and injustices arise. An alternative definition is proposed which is shown to avoid these difficulties. It is also shown that and how on the new definition the alleged “Liar paradox” is easily dissolved.

Some in public relations have suggested that practitioners adopt a philosophy of enlightened self-interest as an ethical baseline. The author contends that such a theory must be rejected because even the enlightened variety does not adequately weigh the needs of significant others - a central consideration in any effort to define ethical behavior. The author maintains that genuine sacrifice - at times required of those desiring to do the right thing - clearly can conflict with any theory espousing self-interest as (...) a baseline. Further, there is a social dimension to ethics. By virtue of occupational title, the author holds that public relations practitioners have a particular responsibility to advance the social order. Ethical behavior - especially as it relates to public relations - must go well beyond a narrow concern that no injustice is done to individual persons. (shrink)