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.
|Journal||MedieKultur: Journal of media and communication research|
|Publication status||Published - Nov 2017|