JOUR1111 Lecture 8 - Ethics.

In 1994, Kevin Carter won a Pulitzer Prize for his haunting photo of a vulture stalking an emaciated Sudanese girl. The photo, first published in the New York Times in 1993, stirred an emotional response in its viewers who then questioned what had happened to the girl. It was later revealed that neither Carter nor the New York Times knew what happened to her. Carter become notorious for sticking to the journalistic principle of being an observor and not getting involved - he left after taking his photo and no more that shoo the vulture away, he did not provide further aid to the girl. This story raises the question of ethics? Shoul Carter have provided more assistance to the girl and either carried her to the feeding-station close by or at least notified someone or was he right in sticking to the basic principle of photography in not getting involved and acting as a simple bystander?

The notion of ethics in communication, public relations and journalism has long been disputed. Ethics is a term that can be defined as

1. Moral principles that govern a person's or group's behaviour.
2. The moral correctness of specified conduct.

Just as Potter Stewart, the late US Supreme Court judge said, “Ethics is knowing the difference between what you have a right to do and what is right to do.”

Donna Meiklejohn, in today's lecture, highlights how all ethics fall under one of the following three categories, that is;

Deontology
Put simply Deontology dictates was is fundamental right or wrong based on a set of written principles. Deontology stems from external rules, principles, and duty and all ethics codes are deontological. Meiklejohn describes how it is duty-based ethics which is focused on the actions of people and the consequences of their actions. 

Consequentialism

Essentially, consequentialism is results-based ethics.  Meiklejohn  described how consequentialism is based on getting a "good" or "wrong" outcome that matters and it doesn't matter how we got there; the ends justify the means. Consequentialism looks beyond the ethical behaviour and is solely focused on the outcome and that the greatest good is for the greatest number of people. The Internet Encyclopaedia of Philosophy gives a plain and simple definition of consequentialism: “Of all the things a person might do at any given moment, the morally right action is the one with the best overall actions.” 

Virtue Ethics
Virtual ethics is an innate code of ethics meaning it is based around the character of a person and does not stem from an external guidebook. It is based around the idea of moral obligation and the notion that "goodness" comes from morally good habits (or dispositions) of character. The separation of right from wrong directly aligns with moral obligation and a persons characteristics. Aristotle identified "virtues" such as courage, justice, temperance and prudence. Essentially Virtue Ethics are good habits of character, and provide moral direction in one’s life.

Further stemming from the idea of Virtue Ethic s if the Doctrine of the Mean.
Essentially the Doctrine of the Mean highlights how certain characteristics can go too far one way or not too far another. For example courage is the mean between too much: rashness and too little: cowardice. Justice is the mean between injustice of overzealous and excessive law and the injustice of lawlessness.


This is the AFA’s code of ethics.

• Act in the best interest of my clients to extend their financial life and abide by the laws and regulations under which I conduct business.
• Strive to achieve the highest standards of professional competence by maintaining and improving my knowledge and skills.
• Hold in strictest confidence and consider privileged, all business and personal information pertaining to my clients’ affairs.
• Present accurately, honestly and completely, every fact known to me which is essential to my clients’ decision making.
• Use all ethical means to educate my clients about their present and future financial needs.
• To provide an appropriate level of service to my clients and their beneficiaries.
• Maintain high standards of personal and professional conduct to reflect favourably upon the profession of Financial Adviser and serve as an example to others.