Module 3

Ethical Communication

After studying this chapter, you should be able to:

1. identify and understand the NCA credo for ethical communication;
2. explain and apply the principles of ethical communication in conversations; and
3. analyze what is ethical and unethical in communication.

Questions to ponder
1. Why is it important to know what is right and wrong in communication?
2. Do you listen to reply or do you listen to understand?
3. Do you think that there is still a limitation in exercising freedom of expression?
4. How do you react when there is diversity in perspective in communication?

Ethical Communication
Ethics, as defined by the Merriam-Webster dictionary, is the discipline that deals
with what is good and what is bad with moral duty and obligation. When the word is
attached to communication, it simply means knowing what is good and bad when we
converse - what we think, what we decide, what we say, and how we express ourselves.
The National Communication Association is an organization that “advances
communication as the discipline that studies all forms, modes, media, and consequences
of communication through humanistic, and social scientific, and aesthetic inquiry.”
(natcom.org) Ethical principles are usually created for certain organizations and the NCA
has created ethical principles specific for communication.
 NCA Credo for Ethical Communication
(approved by the NCA Legislative Council, November 1999)

Questions of right and wrong arise whenever people communicate. Ethical

communication is fundamental to responsible thinking, decision making, and the
development of relationships and communities within and across contexts, cultures,
channels, and media. Moreover, ethical communication enhances human worth and
dignity by fostering truthfulness, fairness, responsibility, personal integrity, and respect
for self and others. We believe that unethical communication threatens the quality of all
communication and consequently the well-being of individuals and the society in which
we live. Therefore we, the members of the National Communication Association, endorse
and are committed to practicing the following principles of ethical communication:
1. We advocate truthfulness, accuracy, honesty, and reason as essential to the
integrity of communication.
2. We endorse freedom of expression, diversity of perspective, and tolerance of
dissent to achieve the informed and responsible decision making fundamental to
a civil society.
3. We strive to understand and respect other communicators before evaluating and
responding to their messages.
4. We promote access to communication resources and opportunities as necessary
to fulfill human potential and contribute to the well-being of families, communities,
and society.
5. We promote communication climates of caring and mutual understanding that
respect the unique needs and characteristics of individual communicators.
6. We condemn communication that degrades individuals and humanity through
distortion, intimidation, coercion, and violence, and through the expression of
intolerance and hatred.
7. We are committed to the courageous expression of personal convictions in pursuit
of fairness and justice.
8. We advocate sharing information, opinions, and feelings when facing significant
choices while also respecting privacy and confidentiality.
 9. We accept responsibility for the short- and long-term consequences for our own
communication and expect the same of others.

YouTube videos to watch

Christina Forsgård (September 2, 2019) Ethics in communication - why do we need it?
https://www.youtube.com/watch?v=SFLqxSFES0c&list=WL&index=3&t=8s

TEDxTalks (August 15, 2018) Ethics in the age of technology | Juan Enriquez | TEDxBerlin.
https://www.youtube.com/watch?v=iiAirfn-lBI

TEDxTalks (December 6, 2014) Digital ethics and the future of humans in a connected world |
Gerd Leonhard | TEDxBrussels. https://www.youtube.com/watch?v=bZn0IfOb61U

References
1. Uychoco, M.T.A. & Santos, M.L. (2018). Communication for society:
Purposive communication. REX Book Store.
2. Aquino, E.C. & Ycong, M.C.A. (2018). Purposive communication. Mutya
Publishing House, Inc.
3. Suarez, C.A., Perfecto, M.R.G., Canilao, M.L.E.N. & Paez, D.B.I. (2018).
Purposive communication in English. Ateneo de Manila University Press
4. Effective communication skills (2010). MTD Training & Ventus Publishing
ApS
5. National Communication Association. (n.d.) NCA Credo for Ethical
Communication. Retrieved on August 31, 2020 from
https://www.natcom.org/sites/default/files/pages/1999_Public_Statements
_NCA_Credo_for_Ethical_Communication_November.pdf
6. National Communication Association. (n.d.) What is NCA?. Retrieved on
August 31, 2020 from https://www.natcom.org/about-nca/what-nca