ETHICS

■ Is fundamental to thoughtful decision making and responsible thinking.

■ Is about developing and nurturing relationships and building communities
within and across the cultures, contexts, channels and media.
■ Is also accepting the responsibility of messages you convey to others and
long term and short term consequences of your communication.
Moral Reasoning
■ Consequentialist- locates morality in the consequences of the act
■ Categorical- locates morality in certain duties and rights
Utilitarian Approach
Focuses on whether the decision made will deliver the greatest good to the
greatest number of people affected. Recognizes that decisions made by
people can have both positives and negative consequences.
Utilitarian Style Believes that the decision should benefit the majority.
Utilitarians compare alternative options and are open and receptive to
exploring different viewpoints.
Moral Rights Approach
Recognizes that human beings are born with fundamental rights and
privileges. Stresses the importance of respecting and protecting the
fundamental rights of all human beings.
Moral Rights Style-The advocates believe that decisions and actions are
either right or wrong. People holding a moral rights perspective focus on
analysing or explaining why a decision or action is either right or wrong
Justice Approach
Focuses on how the costs and benefits of an action are distributed and
whether the distribution is fair and equitable.
Justice Style- Justice advocates are interested in how and whether the costs
and benefits of decisions and actions are distributed equitably.
Repairing the Ford Pinto
Cost Benefits
$11 per part * 180 deaths
*$200,000 +
12.5 million cars= 180 injuries *
$67 ,000+
$137 million to improve safety 2000 vehicle*$700=
$49.5 million
KOHLBERG’S STAGES

STAGE 1: THE PUNISHMENT AND OBEDIENCE ORIENTATION

Focus on fear of authority and avoidance of punishments as reasons for
behaving morally.
Key word-obedience

STAGE 2: THE INSTRUMENTAL PURPOSE/INTEREST

ORIENTATION
Believe that satisfying personal needs determines moral choice.
Key word- self interest
THE CONVENTIONAL LEVEL
Needs of Laws and society are the defining features
STAGE 3: THE "GOOD BOY-GOOD GIRL" ORIENTATION
Interpersonal accord and conformity.
Pear pressure
Key word-conformity
STAGE 4: THE SOCIAL-ORDER- MAINTAINING ORIENTATION
Value authority and maintain social order
 Each member of society is duty-bound to uphold rules as rules are vital for
ensuring societal order
Key word- law and order
THE POSTCONVENTIONAL LEVEL
Personal moral beliefs and values
STAGE 5: THE SOCIAL-CONTRACT ORIENTATION
Social contract (laws) as opposed to strict order
Rules make sense but only if they serve right purpose
Key word-human right
STAGE 6: THE UNIVERSAL ETHICAL PRINCIPLE ORIENTATION
The correct action is defined by self-chosen ethical principles of conscience
that are valid for all humanity, regardless of law and social agreement
Key word- Universal human ethics
Integrity
■ Admitting Mistakes and Failures
■ Standing up for what is right
Responsibility
■ Taking Responsibility for Personal Choices
■ Embracing Responsibility to Serving Others
Compassion and forgiveness
■ Actively caring about others
■ Letting go other’s mistakes and our own mistakes
Cognitive Bias
1. A cognitive bias is a systematic deviation from the norm of rationality in
judgment
2. Cognitive biases are psychological tendencies that cause the human brain to
draw incorrect conclusions. For better or worse, we can use them in many
different ways to influence user behaviour.