The Ethics of What We See

WHY ETHICS?

Ethics: A rational process founded on certain agreed-upon principles; decision between equally compelling (or unattractive) alternatives

Morals: Realm of religion; right and wrong

Ethics begins when elements within a moral system conflict (Patterson & Wilkins, 2011)

In ethics, there is no “the answer”

What duties do I have, and to whom do I owe them?

Various stakeholders:

Client/organization

Family/self

Community

Involved parties

THE SIX ETHICAL IMPERATIVES (LESTER, 2006)

1.  The Categorical Imperative 2.  Utilitarianism 3.  Hedonism 4.   The Golden Mean 5.   The Golden Rule 6.   The Veil of Ignorance

THE GOLDEN MEAN

•  Virtue lies at the mean between two extremes of excess and deficiency. –Aristotle

•  Virtue ethics: Derived from the nature of the act itself and the moral character of the actor

•  Range of behaviors that avoids undesirable extremes •  Not outcome-oriented, but agent-oriented; result of an

individual seeking virtue and accomplishing it

Aristotle, 384 - 322 B.C.

• Right is right and must be done even under the most extreme conditions • Universal and not subject to situational factors • Shifts focus from the actor to the act itself

Immanuel Kant, 1724 - 1804

THE CATEGORICAL IMPERATIVE

THE CATEGORICAL IMPERATIVE

UTILITARIANISM

•  The consequences of actions are important in deciding whether they are ethical

•  The greatest good for the greatest number •  Historical context •  Criticism: Difficult to to anticipate all consequences

Jeremy Bentham, 1748 - 1832 John Stuart Mill, 1806 - 1873

• To live for yourself, do whatever brings you pleasure at the moment • From the Greek word for pleasure, meaning intellectual pleasures • The modern definition is a subversion of the ancient definition • Motivation: Fame, Money, etc.

Greek philosopher Aristippus (366 B.C.)

HEDONISM

Utilitarianism Hedonism

Golden Mean

Graphic Design

THE GOLDEN RULE

A principle found in most religions and spiritual traditions “Act toward others the way you want them to act toward

you”

•  John Rawls (1971) •  Considers all people as equals with no

knowledge of class or other human differences. •  Imagine you are behind a veil, ignorant as to the

role you will fulfill in a given scenario. Make a decision based on this.

THE VEIL OF IGNORANCE

Categorical imperative Utilitarianism Veil of Ignorance

BENETTON: “WE, ON DEATH ROW”

1.  Does the end of free publicity justify the means? 2.  Should Benetton have considered the victims’ families? 3.  When a company exploits shocking issues in its advertising, is it an abuse of free speech? 4.  Is a one-sided approach appropriate? 5.  Does paying for space or time supersede the need for balance, fairness or objectivity?

DOVE CAMPAIGN FOR REAL BEAUTY

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1.  What is the role of authenticity in getting consumers to buy products that make them look “better” than they really do?

2.  Praised as an example of ethical advertising. Evaluate this statement. 3.  To whom have the ads’ creators been loyal? 4.  Can a campaign be both social advocacy and marketing?

PETA

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PETA

COMMUNITARIANISM •  Christians, Ferré, & Fackler, 1993 •  In the previous, classical ethical theories, dominant

intellectual emphasis is placed on the individual (character, choice, liberty)

•  Communitarianism borrows from scholar Paolo Freire: There is no longer an “I think” but “we think.” It is the “we think” which establishes the “I think” and not the contrary. (Freire, 1973)

•  Encourages dialogue; regarding sociopolitical issues, community interests trump individual interests

COMMUNITARIANISM

•  Scenarios from Africa •  “The Shop” (“La Boutique”), written by Olga

Kiswendsida Ouédraogo, age 20, Burkina Faso •  "The Shop"