bodkin ch2: intro to ethics - taking the high road

adv3352

Simple phrase describing the nature of the relationship between law and ethics

Where the law ends, ethics begins

Why does ethics matter in communication?

Ethical choices affect careers, organizations, and public trust

Example of how ethical issues impact others

Media decisions ripple outward — one bad choice can harm many people

Nature of ethical dilemmas in communication

Ethical issues rarely present clear right vs. wrong — instead involve competing “rights”

Key assets affected by ethical decisions

Credibility and trust are the communicator’s most valuable assets

Takeaway about the importance of ethics

Ethics is not optional — it defines professionalism in communication

What is ethics?

Ethics is the branch of philosophy that studies moral principles of right and wrong

What is morality?

Customs, practices, and traditions handed down by culture, religion, or upbringing

What does “acting ethically” mean in everyday use?

Acting with fairness and honesty

Who said “The business of ethics is to judge”?

John Dewey, American philosopher (1859–1952)

What framework does ethics provide?

A rational framework to explain and defend decisions

What is the difference in focus between ethics and morality?

Morality focuses on customs, traditions, and social practices

What are the sources of ethics and morality?

Morality comes from religion, culture, and upbringing

How do the natures of ethics and morality differ?

Morality is a personal or social code

Give an example of morality vs. ethics?

Morality example: “Stealing is wrong” (rule taught at home/church)

Who said “Ethics takes place above the neck, morals below”?

Dr. Jay Black, University of South Florida

Is ethics about reforming bad people?

No, Aristotle said lectures won’t “fix” corrupt individuals

Is ethics just about rules or codes?

No, laws and codes can be manipulated or misapplied

Are ethical dilemmas always obvious?

No, they often involve competing rights (e.g., privacy vs. public interest)

Is ethics situational relativism?

No, ethical standards exist across societies

Who said “Ethics is doing the right thing when no one is watching”?

Aldo Leopold, American conservationist (1887–1948)

Why does digital media raise the stakes for ethics?

Mistakes spread instantly to global audiences

Why does direct publishing make ethics more important?

There are few organizational “filters” between communicator and public

How does time pressure affect ethical decision-making?

Decisions are often made in real time, with little reflection

What are some new ethical issues in digital media?

Clickbait (misleading headlines), graphic images (public’s right to know vs. unnecessary harm), privacy violations (harder to separate public/private life online), deepfakes (AI-generated misinformation)

What is the takeaway about studying ethics?

Ethics prepares students to face dilemmas before the law catches up

What is consequentialism (utilitarianism)?

Outcomes determine rightness

What is nonconsequentialism (deontology)?

Duties and principles matter most

What is the Golden Mean (virtue ethics)?

Virtue is moderation between extremes

What are some later frameworks for ethical decision-making?

Rawls’ Veil of Ignorance, Potter Box

Why are ethical frameworks important?

They give communicators structured ways to justify choices

Who are the philosophers associated with consequentialism (utilitarianism)?

Jeremy Bentham (English, 1748–1832) and John Stuart Mill (British, 1806–1873)

What is the core principle of consequentialism?

“The greatest good for the greatest number”

Give an example of consequentialism in media ethics?

Publishing disturbing photos may traumatize some, but if it saves more lives through awareness, it is justified

What is a strength of consequentialism?

Flexible, practical, often guides public policy

What is a criticism of consequentialism?

May justify harmful means if outcomes are considered “good”

Who is the philosopher associated with nonconsequentialism (deontology)?

Immanuel Kant (German philosopher, 1724–1804)

What is the Categorical Imperative?

Act only in ways that could be universal law (following a set of rules)

In nonconsequentialism, what matters more: motive or outcome?

Motive

Give an example of deontology in media ethics?

Lying is always wrong — even if it could save a life

What is a strength of nonconsequentialism?

Clear, consistent, respects individual rights

What is a criticism of nonconsequentialism?

Can be rigid or impractical

Who is the philosopher associated with the Golden Mean (virtue ethics)?

Aristotle (Greek philosopher, 384–322 BCE)

What is the principle of the Golden Mean?

Virtue is the balance between extremes

Give an example of the Golden Mean in ethics?

Courage lies between recklessness and cowardice

What is a strength of virtue ethics?

Encourages moderation, moral character, and practical wisdom

What is a criticism of virtue ethics?

Relies on subjective judgment of the “reasonable middle”

How would a consequentialist editor handle a local athlete’s suicide?

Publish full details to raise awareness and prevent suicides (Bentham/Mill approach)

How would a nonconsequentialist editor handle the same situation?

Follow policy, protect family privacy, never exploit tragedy (Kant approach)

How would a virtue ethics editor handle the situation?

Publish story but withhold name to balance awareness and compassion (Aristotle approach)

What is the takeaway from applying ethical frameworks in practice?

Each framework gives a different “right” answer

Who is associated with Rawls’ Veil of Ignorance?

John Rawls (American philosopher, 1921–2002, Harvard)

What is the principle of Rawls’ Veil of Ignorance?

Imagine designing rules for society from behind a “veil of ignorance” — you don’t know race, class, gender, health, or wealth

What is the goal of using the Veil of Ignorance?

Decisions made without self-interest are more just and fair

How can the Veil of Ignorance be applied to communication?

Ask “Would I approve of this media practice if I didn’t know whether I was the communicator or the vulnerable audience member?”

What is a strength of Rawls’ Veil of Ignorance?

Promotes justice, fairness, and impartiality

What is a criticism of Rawls’ Veil of Ignorance?

It is an abstract thought experiment and hard to apply in fast-paced real life

Who is associated with Potter’s Box of Ethical Decision-Making?

Ralph B. Potter, Jr. (1925–2014, American ethicist, Harvard Divinity School)

What is the principle of Potter’s Box?

A structured application model that helps communicators analyze dilemmas step by step

Give an example of Potter’s Box in practice?

A newsroom deciding whether to publish graphic images — Potter’s Box ensures they consider facts, competing values, principles (ethical theories), and loyalties (client, public, truth, society)

What are the strengths of Potter’s Box?

Practical, systematic, forces transparency, integrates multiple ethical theories

What are the criticisms of Potter’s Box?

Can feel formulaic

What ethical question does the vaccine mandate case raise?

Should government require citizens to take a vaccine

What values are in tension in the vaccine mandate case?

Public health and safety vs. individual autonomy and freedom

How would a utilitarian approach (Bentham/Mill) view vaccine mandates?

Mandates are justified if they protect the greatest number of lives

How would a deontological approach (Kant) view vaccine mandates?

Respect for autonomy means individuals should not be forced

How would a virtue ethics approach (Aristotle) view vaccine mandates?

Seek balance — encourage vaccination with education and compassion rather than coercion

How would Rawls’ approach (justice/fairness) view vaccine mandates?

Behind the veil of ignorance, fairness suggests mandates to protect all, especially the weakest

What loyalties must communicators consider in the vaccine mandate case?

Government (society’s health), citizens (personal choice), media (truth in presentation)

Why does the Potter Box show why reasonable people can disagree?

The Potter Box shows why reasonable people can disagree

How do public health advocates justify mandates?

Public health advocates rely on Utilitarian and Rawlsian arguments → mandates serve fairness and save the most lives

How do civil liberties advocates justify opposing mandates?

Civil liberties advocates rely on Kantian duty → respecting autonomy is always right, even if fewer lives are saved

How do virtue ethicists approach vaccine mandates?

Virtue ethicists seek a balanced, compassionate approach → encouragement without coercion

Do both sides claim ethical high ground?

Yes, both sides claim ethical high ground (early vs. late)

How does public policy usually approach vaccine mandates?

Public policy tends to favor Utilitarian and Rawlsian reasoning, since governments are responsible for fairness and overall safety

What is the takeaway from using the Potter Box?

Potter’s Box doesn’t give one “right” answer, but it makes clear why people disagree and which ethical theory they’re relying on

What is the ethical pro and con of clickbait?

Pro: Attracts audience attention in a crowded media space

What is the ethical pro and con of publishing disturbing images?

Pro: Truthful, raises awareness of serious issues

What is the ethical pro and con of privacy concerns?

Pro: Public has a right to know about leaders, influencers, and those in power

What is the ethical pro and con of unpublishing content?

Pro: Corrects harm to individuals (e.g., outdated mug shots, youthful mistakes)

What is the ethical pro and con of targeting and data use?

Pro: Improves efficiency, helps audiences see information that matters to them

What is the ethical pro and con of deepfakes and fake news?

Pro: Creative expression or satire when labeled clearly