Ethical Approaches in Media and How They Relate to Communication Industries

Fairness and Justice Approach

Utilitarian Approach

Common Good Approach

Plato

"Appetitive Soul"

"Rational Soul"

"Spirited Soul"

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Represents the human lusts and specifically financial desire

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Represents the truth and the desire for philosophical thought

Represents the yearning for honor

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Three parts of the soul govern the desire of justice because of the need and want for consequences

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Organizational communication uses the fairness approach

For the benefit of employees

Employees feel safer in their environment knowing the company gives consequences when it is necesary

For the benefit of the public

Applying justice where justice is due allows the public to trust the company

John Rawls

"certain general conditions... equally to everyones advantage"

The common good approach is established and maintained by society's input

Public institutions, public safety plans and social systems are examples of the common good

"free riders" cause issues for the common good perspective

Some are under the impression that the common good appraoch is unattainable due to everyones different views of "good"

The common good approach is effective in the public relations industry

The common good approach is necessary for PR because it allows guidelines for ethics to be followed by those representing companies

It is also necessary for PR to utilize the common good approach to maintain standards and to allow closure for situations to be resolved effectively

"free riders" are those who do not do their part to maintain the common good

Jeremy Bentham

"The greatest good for the greatest number"

"What effect will my doing this act in this situation have on the general balance of good over evil?"

Balances benefits with harm

Does not account for justice

The media and entertainment industry utilizes the utilitarian approach

Entertainment industries produce entertainment that benefits the majority of people and is not concerned about harming the minorities

Media releases information based on the overall good of the people and was it beneficial for the larger population

Utilitarianism is displayed when the media releases information that invades the privacy of one person but benefits another

PR people all have different views on what ethics to follow and how to promote the best concept for all

Fairness approach in organizational communication is necessary to benefit and give justice to all employees and the public

All blue text is a hyperlink to an article

An example of utilitarianism in the entertainment industry is The Dark Knight

Batman was required to save two people and he chose the person who would more greatly benefit the majority of people

An example of PR campaigns displaying the common good approach is through the Charity Water Book Campaign

The campaign promoted a cause, encouraged donations to charities, and also benefited the PR company