Media Ethic Chapter 3 Presentation Final Print

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  • 4/1/2014*PRESENTED FOR:PROF. MADYA DR. KIRANJIT KAUR

    PRESENTED BY:NABILA FATIN BT YUSOF2013366435NUR NADHIRAH ATIQAH BT MOHD SAFRI2013921787

    PRESENTATION DATE:1 APRIL 2014

    CHAPTER 3: STRATEGIC COMMUNICATIONDOES CLIENT ADVOCATE MEAN CONSUMER ADVERSARY?

  • Readers early 20s, most often seeking someone in addition to the something of a college education such as search for friends and life partner online. As this happen, not much ethical issues involved until you learn how such Web sites really make their money.How Web sites makes their money ?Example: eHarmony - Visitors pay for subscription fee, complete profile and itll linked with possible matches. 3.0 HOW NEW TECHNOLOGY REACH OUT AND TOUCH SOMEONE

  • 3.1STRATEGIC COMMUNICATIONStrategic communication - seamless connections between what professionals used to refer advertising and public relations

    Strategic communication professionals faced the reality of an active audience

    These audience based measures of products and services added new dimensions to efforts 'to control the message'

    Novel approaches can raise serious individual ethical issues

    Example: case Orbits travel website (illustrate ethical problem both journalist and strategic communication professionals share)

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  • 3.2 TECHNOLOGY: A REQUIREMENT OR A SYSTEM OF VALUES?1st Approach : Equates technology with efficiency-It is depending the intent of the user

    2nd Approach : Any technology embedded with values-French theologian Jacques Ellul - technology is at a system of values that must be understood before any decision to adopt a technology can be made.

    -Values specific ways of organizing human community and placing economic values on some activities

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  • 3.3FROM PERSUASION THEORY TO PHILOSOPHICAL ANTHROPOLOGYPeople strain towards cognitive balance - We are most comfortable when all our beliefs, actions, attitudes and relationships are in harmony, a state theorists called 'symmetry'

    More known as ' balance theory' -They stress the tendency of people to strive for cognitive balance in their lives- Advertisers use this theory.Example: TV commercial for dandruff shampoo

    Balance theory explain why persuasive messages were sometime quite effective while other times inconsequential.

    This individually focused approach also provided the ultimate practical justification for advertising, the ancient Roman phrase caveat emptor "Let the buyer beware"

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  • Anthropologists assert that human rationality exists on equal footing with daily experience, language and symbols.

    According to Wilkins and Christians (2001), culture and our personal experience balance rationality.

    If philosophical anthropology is correct, then ethical analysis of advertising founded in "Let the buyer beware" is morally unsustainable.

    The ethical goal of advertising should be empowerment of multiple stakeholders.

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  • 3.4FRAMEWORK ADVERTISING PRACTITIONERS SHOULD BE EXPECTED TO OPERATE WITHIN :

    Clients and the public need information that gives them 'a good reason to adopt' (Koehn 1998, 106). The reason need to be non-arbitrary and capable of helping people support one action instead of others.

    Rather than offering only expert opinion, advertising should foster ongoing discussion so that people can explore when options are sounds and when practical knowledge ( common sense ) is superior.

    Advertising can help foster reflective community, including community of consumers. Just like the Super Bowl results are discussed at work the next day, often the creative ads supported it are part of the social experience as well.

    Advertising needs to take seriously the role of culture in our lives - advertising must authentically reflect the diverse voices that compromise our culture.

    Advertising will speak to the role of organizations in our lives - questions of history and background can be conveyed in ads but that must be done accurately and in context.4/1/2014*

  • 3.5THE AMPLIFIED TARES TEST OF ETHICAL PERSUASIONTAre the ad claims TRUTHFUL?AIs the claim an AUTHENTIC one?RDoes the ad treat the receiver with RESPECT?EIs there EQUITY between the sender and the receiver?SIs the ad SOCIALLY responsible?

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  • TRUTHFUL :Are the claims, both verbal and visual truthful?

    AUTHENTICITY :Authenticity suggested that it's important not only to do the right thing but also to do it with the right attitude (Pojman, 1998)

    RESPECT:Respect for the person who will receive persuasive message.

    EQUITY:Is the recipient of the message on the same level playing field as the ad's creator?

    SOCIALLY: Is the ads socially responsible?

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  • 3.6ADVERTISING'S PROBLEM : VULNERABLE AUDIENCECASE OF CAMEL CIGARETTES: JOE CAMEL

    CASE OF BUDWEISER BEER

    CASE AFRICAN- AMERICAN CONSUMER

    CASE AMERICAN WOMEN BEAUTY AD4/1/2014*

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    CASE AFRICAN- AMERICAN CONSUMER

  • CASE: AMERICAN WOMEN BEAUTY ADS4/1/2014*

  • 3.7JOURNALISM AND PUBLIC RELATIONS:THE QUINTESSENTIAL STRUGGLEThe relationship between journalist and public relation practitioners truly symbiotic - They simply could not live without each otherPR : The lack of breaking news is newsworthyJournalist: The opposite is true.

    Concept of "synergy" - The notion that consumers should receives multiple messages for distinct sources, thereby increasing sales or public perception of particular issues.

    At the ethical core of synergy is the concept if independence- For the journalist report on the news and for the consumers of both news and persuasive messages who need to make independent decisions about them.4/1/2014*

  • MARKET & MORALSandel notes two sets of basic objections to thinking that everything should be the subject of commerce:1)The notions of fairness2)Thinking about everything in terms of a market begin with capacity to fueled corruption.

    Contemporary education in strategic communication emphasizes the how - of consumer behaviour, of target marketing, of strategic planning and of synergy.

    The skill of seeing beyond market logic is just essential for creative strategic communication as technique.4/1/2014*

  • 3.8PERSUASION AND RESPONSIBILITYHodges stated that responsibilities comes from 3 sources:

    a) Those that are assigned (Example: Employee to employer)

    b) Those that are contracted - Where each party agrees to assume responsibilities and fulfill them.

    c) The self-imposed responsibility - Where the individual moral actor takes on responsibilities for reasons indigenous to each individual.

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  • Q & A SESSION4/1/2014*

  • THE END4/1/2014*