Unit 30 Course Code: PPHC 201

COMMUNICATION IN MASS AND CYBERSPACE (II)

The First Principles Of Moral Virtue. Media Ethics And Moral Development. The Value Of Ethics
Education. The Formation Of Ethical Values And Attitudes.

Course Instructor: Wajeeha Nisar Khan

LEARNING OBJECTIVES

 Definition

 The First Principles Of Moral Virtue (Perspectives on Ethics)

 Media Ethics And Moral Development

 The Value Of Ethics Education

 The Formation Of Ethical Values And Attitudes

 UNDERSTANDING MORAL AND ETHICS

 MORAL
 Derived from the word mos, mores, meaning, ‘way of life’ or ‘conduct’
 Associated mostly with religious beliefs and personal behavior.

 ETHICS
 Derived from the Greek word ethos which means ‘custom’, ‘usage’, or ‘character’
 Often thought as a rational process of applying established principles when two moral
obligations collide.
 UNDERSTANDING MORAL AND ETHICS

 BRANCHES OF ETHICS
 NORMATIVE ETHICS
 It is concerned with establishing or prescribing moral norms, principles, and
standards to guide human behavior.
 It aims to answer questions about what is morally right and wrong.
 This branch of ethics provides frameworks for evaluating and making moral
decisions.
 Prominent theories within normative ethics include;
- Utilitarianism
- Deontological Ethic
- Virtue Ethics
 UNDERSTANDING MORAL AND ETHICS

 BRANCHES OF ETHICS
 METAETHICS
 It is concerned with the nature and origin of ethical concepts, language, and
moral judgments.
 It delves into the philosophical foundations of ethics and addresses questions
about the meaning of moral terms, the existence of moral facts, and the nature
of moral reality.
 Common topics in meta-ethics include moral realism, moral anti-realism, and
moral skepticism.
 UNDERSTANDING MORAL AND ETHICS

 BRANCHES OF ETHICS

 APPLIED ETHICS
 Applied ethics applies ethical theories and principles to specific real-world
situations and issues.
 It involves the examination of ethical dilemmas in various fields, such as medical
ethics, business ethics, environmental ethics, and bioethics.
 Applied ethics aims to provide practical guidance for making moral decisions in
specific contexts.
DO ETHICS MATTER?
THE FIRST PRINCIPLES OF MORAL VIRTUE
(PERSPECTIVES ON ETHICS)

 UTILITARIANISM

 The greatest good for the greatest number.

 Places public good over private good.

 Possibly harmful to minorities and individuals, who are sacrificed for the majority

 The ends justify the means

The First Principles Of Moral Virtue
(Perspectives on Ethics)

 DEONTOLOGICAL ETHICS

 Deontological ethics, often associated with philosophers like Immanuel Kant.

 Emphasizes the importance of duty, rules, and principles in determining the morality of an action.

 It focuses on the inherent rightness or wrongness of actions rather than their consequences.
THE FIRST PRINCIPLES OF MORAL VIRTUE
(PERSPECTIVES ON ETHICS)

 RELATIVISM

 Ethical standards depend on the individual, the group, the culture,

tradition, background

 For example, American culture attempts to treat men and women as

equals, while people in other countries may see the issue differently.

 Argument : Just because one class of individuals does something, doesn't mean it's right
THE FIRST PRINCIPLES OF MORAL VIRTUE
(PERSPECTIVES ON ETHICS)

 VIRTUE ETHICS

 Virtue ethics focuses on the development of virtuous character traits and

moral virtues as the key to determining right actions.

 This perspective, associated with Aristotle, emphasizes the cultivation of

qualities like honesty, courage, compassion, and wisdom.

 Virtue ethicists believe that individuals with virtuous character will

naturally make morally good choices.

THE FIRST PRINCIPLES OF MORAL VIRTUE
(PERSPECTIVES ON ETHICS)

 FEMINIST ETHICS

 Feminist ethics examines ethics from a gender perspective, emphasizing

the importance of gender equality and challenging traditional gender roles

and biases in ethical analysis.

 It seeks to highlight the voices and experiences of women and marginalized

groups in ethical discourse.

MEDIA ETHICS AND MORAL DEVELOPMENT
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

[Link] AND TRUTHFULNESS

 Report the facts accurately and truthfully. Verify information from reliable sources

before publication or broadcast.

2. OBJECTIVITY AND IMPARTIALITY

 Strive to present news and information in a fair and unbiased manner.

 Avoid favoring any particular individual, group, or viewpoint.

 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

3. INDEPENDENCE AND EDITORIAL FREEDOM

 Maintain editorial independence from external influences, including advertisers, owners, and
political entities.
 Mass Media professionals should be free to pursue stories without interference.

4. PRIVACY AND CONSENT

 Respect individuals' right to privacy.
 Obtain informed consent when necessary, especially when reporting on private individuals or
sensitive matters.
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

5. SENSITIVITY AND RESPONSIBILITY

 Exercise sensitivity and discretion when covering topics that may cause harm, distress, or
stigmatization to individuals or communities, especially in cases involving tragedy or vulnerable
populations.

6. ACCOUNTABILITY AND TRANSPARENCY

 Be accountable for your content and practices.
 Correct errors promptly and transparently.
 Disclose sources, methods, and conflicts of interest.
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

7. AVOIDING HARM

 Consider the potential harm that your reporting or content might cause and take

steps to minimize harm, particularly when reporting on sensitive or volatile subjects.

8. CONFLICT OF INTEREST

 Avoid conflicts of interest that could compromise your integrity and objectivity.

 Disclose any potential conflicts to your audience.

 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

9. SOCIAL RESPONSIBILITY
 Serve the public interest, promote democracy, and contribute positively to the well-being of
society.
 This may involve investigative reporting, watchdog journalism, and providing a platform for diverse
voices.
10. FAIRNESS AND BALANCE
 Provide balanced coverage of issues and diverse perspectives.
 Avoid sensationalism, discrimination, and unfair or misleading representations.
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

11. AVOIDING PLAGIARISM AND ATTRIBUTION

 Give proper credit to sources and avoid plagiarism.

 Attribute information and quotes to their original sources.

12. ETHICAL DECISION-MAKING

 Engage in ethical decision-making processes when facing difficult ethical dilemmas.

 Weigh the ethical principles involved and consider the potential consequences of your actions.
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

13. RESPECT FOR COPYRIGHT

 Respect copyright laws and intellectual property rights.

 Use copyrighted material with permission or within the bounds of fair use.

14. MEDIA LITERACY AND EDUCATION

 Promote media literacy among the audience.

 Educate the public on how to critically evaluate media content and distinguish between reliable and

unreliable sources.
 MEDIA ETHICS AND MORAL DEVELOPMENT

 GENERAL CODE OF ETHICS FOR MASS MEDIA

15. PROTECTION OF SOURCES

 Protect the confidentiality of sources when necessary, especially in

investigative journalism, and be prepared to defend this principle in legal matters.

16. CORRECTIONS AND CLARIFICATIONS

 Promptly correct errors, inaccuracies, or misleading information, and provide clarifications when

necessary.
THE VALUE OF ETHICS EDUCATION
 THE VALUE OF ETHICS EDUCATION

 Enables individuals to make informed and ethical decisions in personal

and professional life by regulating moral compass.

 Fosters conflict resolution skills, reducing disputes and promoting

harmonious relationships in society.

 Enhances professional integrity, ensuring ethical conduct in various fields and industries.

 Instills a sense of civic responsibility, encouraging active participation in shaping just and equitable communities.

 Cultivates ethical leadership qualities, fostering leaders who prioritize the common good.
 THE VALUE OF ETHICS EDUCATION

 Builds trust among individuals and institutions, vital for social cohesion

and cooperation.

 Empowers individuals to be moral role models, positively influencing

others.

 Promotes global citizenship, emphasizing shared ethical responsibilities toward a diverse world.

 Advocates for social justice, addressing inequalities and promoting fairness.

 Equips individuals to identify and prevent ethical violations, reducing harm to others and society.
THE FORMATION OF ETHICAL VALUES AND ATTITUDES
 THE FORMATION OF ETHICAL VALUES AND ATTITUDES
 VALUE
 Value is the worth & importance we (as individuals or society) allocate
to something.
 They are general determinants of behavior (i.e. they are not specific
determinants of behavior). In simple words, the value of a person
doesn’t guarantee their behavior.
 However, values are not tied to any specific object (e.g. value of peace isn’t tied to any object and is
intangible).
 Values help in determining the preference in life.
 They form the basis for ethics and morality.
 THE FORMATION OF ETHICAL VALUES AND ATTITUDES
 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 ATTITUDE
 When Values are objectified (i.e. tied to an object), they become
Attitudes. In other words, Attitudes are values applied to specific objects.
 It refers to a positive or negative reaction to an object/event/people or ideas.
 Attitudes are specific predictors of behavior.
 Explanation: If we have a choice between knowing an individual’s values and attitude, which will we prefer
to know to predict an individual’s behavior? The answer is attitude. E.g. James Values peace but has Anti -
China Attitude. In this case, he will not mind war against China.)
 It determines the readiness of the psyche to act or react in a certain way.
 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 SOURCES OF VALUES AND ATTITUDES

PARENTS

 Provide the first and perhaps most important behavioral models for
children

 Primary influence in developing one’s conscience thus, moral

compass

 Islam emphasizes on one’s firth

 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 SOURCES OF VALUES AND ATTITUDES

PEER GROUPS
 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 SOURCES OF VALUES AND ATTITUDES

ROLE MODELS

 The individuals whom we admire, respect and idealize.

 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 SOURCES OF VALUES AND ATTITUDES

SOCIETAL INSTITUTIONS

 Have Crucial role in altering our ethical standards.

 Have a profound impact on their own members as they set ethical tone for conduct

 Have a profound influence on the ethical values and attitudes of societal members because of

the pivotal role they play in the dynamics of any culture.

 THE FORMATION OF ETHICAL VALUES AND ATTITUDES

 SOURCES OF VALUES AND ATTITUDES

PERSONAL VALUES AND PROFESSIONAL ETHICS

 Personal and professional ethics are not necessarily mutually exclusive.

 Professional standards are based upon experience and the best practices

of the industry but frequently reflect community values.