Communication ethics and the receiver: Contribution to an ethic of strategic mass communication

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Abstract

Th e author wants to contribute to an ethic of strategic communication by proposing a general ethical norm for all strategic communication. Th e author wants to outline the focal point of the norm, the ethical basis of the norm, a precise defi nition of the norm and to show how it works. Th is norm focuses exclusively on the persuasive means used to get the sender’s message across. Th e question is whether the rhetorical means mislead the receiver. In order to answer this question, a norm of “fairness”, defi ned from the viewpoint of the receiver, is proposed. It is shown how “fairness” allows us to identify misleading means and to evaluate them on a common ethical ground.
Original languageEnglish
JournalMedieKultur: Journal of media and communication research
Volume33
Issue number63
Pages (from-to)85-102
ISSN0900-9671
DOIs
Publication statusPublished - Nov 2017

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