Lecture 8 - Ethics

Running slightly late and out of breath I arrived at old faithful E109 to be mused my the topic of Ethics. Alternatively, this weeks lecture was presented by Dr John Harrison to whom has worked in a variety of areas of journalism and communications such as print, radio and television as journalist, editor and producer. We began, for what was not the first time during my time in this room, with a brief history on Forgan Smiths E109. Originally this particular room was used by General Douglas MacArthur as a map room during WWII. After this historical recap Dr Harrison began on the topic of ethics in relation to media. 

We were all given a sheet divided into four quadrants outlining good taste and bad taste along with ethical and unethical. We were then shown five poster advertisements and five video advertisements and asked to consider what category they fell under. Results were surprising but then again reasonable and all based upon opinions and beliefs.

But how does one conclude what is correct or incorrect advertising? Dr Harrison explained that all ethical questions fall under three (and only three. ever.) categories known as deontonology, consequentialism and virtue ethics.

Deontonology- essentially rules, principles and duties. All ethnics codes are deontological meaning that "you will do the right thing by following these rules." 

Consequentialism- essentially getting the good/correct outcome is ultimately the top priority, the end justifying the means. It is the greatest good for the greatest number.

Virtue Ethics- essentially is about the goodness (aka happiness) coming from good habits. These habits being virtues such as courage, justice, temperance and prudence. These habits of character are the "golden means" of behaviour.

After looking into the three ethics categories we then briefly looked at various rules that governs the code of ethnics. In Australia there are a vast amount of associations that uphold ethical standards, the four most relevant being: 

• MEAA (Media and Entertainment Arts Alliance) 
• PRIA (Public Relations Institute of Australia) 
• AFA (Advertising Federation of Australia) 
• AANA (Australian Association of National Advertisers) 

These codes ensure that all standards for advertising are upheld. We only very briefly went over codes as time was short and time for Q&A had to be allowed for. However we were left with the principles of the MEAA which are honesty, fairness, independence and respect for the rights of others. All in all this lecture proved interesting, it is always a good change to have a alternate lecturer to mix things up a bit.