Week 5 lecture summary: Ethics

When we see advertisings on the TV, magazines or posters, do we ever consider the ethical meaning behind it?

There are three types of ethical theories which are Deontology, Consequentialism and Virtue.

Deontology: You will do the right things by following rules, principles and duties.

E.g. All ethic codes

Consequentialism: The consequences of one's conduct are the ultimate basis for any judgment about the rightness of that conduct.

Virtue: Focuses on the good habits/character of the agent

E.g. courage, temperance and justice

An example of the difference between these three approaches:

A consequentialist may argue that lying is wrong because of the negative consequences produced by lying—though a consequentialist may allow that certain foreseeable consequences might make lying acceptable. A deontologist might argue that lying is always wrong, regardless of any potential "good" that might come from lying. A virtue ethicist would focus less on lying in any particular instance and instead consider what a decision to tell a lie or not tell a lie said about one's character and moral behavior.

Since my course is journalism and communication, it mainly focuses on Deontology ethics (codes).

Four types of codes:

• MEAA code (Journalism)
• PRIA code (Public Relations)
• AFA code (Advertising agencies)
• AANA code (Advertising)

*Although  code keepers should enforce those sanctions, it is more important that we are self-governed in order to be a respected journalists and public relations.