Part V: Ethics – Overview (Sandra Duhé)
Part v Ethics – overview Sandra Duhé 160 Ethics – Overview the discussion of ethics in new media is sparse, but interest in ethical practice is thankfully on the rise (see my introduction to this edition) . In this section, two authors discuss the ethical implica- tions of practicing public relations on social media . Sisson as well discusses ethics as they specifically relate to control mutuality in the nonprofit sector, hence her chapter’s placement in the previous sec- tion . Here, Mccorkindale begins with a closer examination of the ethic of care and argues that dialogue for the sake of engagement is not necessarily ethical . rather, she insists that ethical social media use on the part of organizations must include consideration of the interdependent “other” and cannot be solely self-serving . Mccorkindale draws on gilligan’s original work and a feminist perspective to call for a more ethical, thoughtful approach to interacting with publics . toledano, then, draws on focus group and survey studies in Israel and New Zealand that reveal a dire need for practitioner training in the specifics of ethics . Practitioners, she finds, are challenged to balance interests of self, employer, employ- ees, and publics . Her attempt at having practitioners discern acceptable vs . unacceptable professional practices uncovers gaps in awareness and education that should be ongoing concerns for professional associations to address . the ethic of care philosophy has been rarely applied to public relations . as the basis of public rela-tions is building and maintaining relationships, the ethic of care fits naturally in that it suggests...
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