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B U Y I N G O R D Y I N G ? M E D I A , C O N S U M P T I O N A N D T H E M A K I N G O F S E L F

LECTURE 2
MORAL REASONING FRAMEWORKS FOR
THE VALUES AND MEANINGS OF
CONSUMPTION

Mr. Fred Yeung

Division of Communication 1
AGENDA

Moral reasoning frameworks:

 Utilitarianism
 Consequentialism
 Absolutism
 Hedonism
 Case studies in moral dilemmas
 Case studies in everyday consumption

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 UTILITARIANISM ( 功利主義 )

• Founded by an English philosopher, Jeremy Bentham

• Definitions: Jeremy Bentham (1748-1832)

“It is a moral theory that actions are right if and because they promote
more utility all around”
(Narveson, 2010, p.175)

“Utilitarianism advocates practices that maximize the overall sum of

happiness” – i.e. maximize utility.
(Harrison, Newholm & Shaw, 2005, p.12)

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Utilitarianism

Example:
Should we cut trees in a forest for more paper to use?

What kinds of questions will you think about from cutting trees in the
forest in order to maximize utility?

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UTILITARIANISM ( 功利主義 )
These are the questions you may ask:
1) Who will be benefited from cutting trees for paper?
Which sector / area can be benefited from it?
2) Is damaging the environment (forest) a big issue for those
people benefited?
3) What is the balance between cutting trees for papers, and
the damage to the environment? Which action does more
‘good’ to people?

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• Should we use Artificial intelligence to replace human
beings in workplace?

• What kinds of questions will you think about for using

Artificial Intelligence to replace humans ?

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UTILITARIANISM ( 功利主義 )

Example in consumption: Buying a handbag

Which one would you go for?
A) A fancy handbag with a lot of interesting design details
yet with fewer bags for you to carry things;
B) A functional handbag in black which looks a bit dull, but
it has a lot of bags for you to carry things.

B) A functional handbag

A) A fancy handbag
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UTILITARIANISM ( 功利主義 )

Example in consumption: Buying Sneakers

Which one would you go for?
A) A pair of fancy sneakers with a lot of interesting design
details;
B) A pair of functional sneakers with dull colors, but they
have a thick sole to protect your knees and ankles.

B) A pair of functional sneakers

A) A pair of fancy sneakers

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 CONSEQUENTIALISM ( 結果主義 )

• “Consequentialism is the theory according to which the rightness of

an action is wholly determined by the value of its consequences as
compared with the values of the consequences of competing ways
of acting” 相較另一行徑的後果價值
(Haber, 1994, p.1)

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CONSEQUENTIALISM ( 結果主義 )

Example: Freeriding
Situation: In Week 11, you have 5 projects to submit by
Friday, but you’re still working on the 2 nd assignment and
haven’t finished the rest. You have an important project
meeting today. Which decision will you go for?

B) Attend your group project

meeting

A) Do your own assignment

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CONSEQUENTIALISM
Example: Freeriding
Situation: In Week 11, you have 5 projects to submit by
Friday, but you’re still working on the 2 nd assignment and
haven’t finished the rest. You have an important project
meeting today. Which decision will you go for?

1) Still go for the meeting as you’re afraid that you’ll miss

important details for the project.
2) Skip the meeting, as you are working on the 2 nd
assignment and you’re worried if you could finish the
rest of assignments in time.
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CONSEQUENTIALISM

Example in consumption: Slim vs Delicious food

Situation: You are working out hard these days to lose
fat. One day, your best friends from Secondary School
invite you to come to a buffet party in a hotel.
Would you go to this party?

B) Work out to keep fit

A) Join the party and eat 12

CONSEQUENTIALISM

Situation: You are working out hard these days to lose fat.
One day, your best friends from Secondary School invite you
to come to a buffet party in a hotel. Would you go to this
party?

1) Yes, you will, because you see friendship as everything.

2) No, you won’t, because you have worked out so hard to

loss fat.
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ABSOLUTISM( 絕對主義 )

Definitions:
“Moral absolutism is meant the theory according to which there are certain
kinds of actions that are absolutely wrong; actions that could never be right
whatever the consequences”

(Haber, 1994, p.1)

e.g. Stealing is regarded as absolutely wrong from an absolutist’s point of

view, even if it is done for the well-being of others (feed a starving family)

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ABSOLUTISM
Examples:

• Suicide – Morally wrong

(particularly in Christian perspective)

• Shoplifting

• Terrorist attack

Can you name a few more examples?

- Plagiarism …… and ??? 15

ABSOLUTISM

Example in consumption:
Various ways of torturing labour in fashion industry:
 Cheap labour, very low salary
 Child labour
 Prolonged working hours (over 12 hours)
 Poor and unhygienic working environment
 Sexual harassment in workplace

Child labour in Bangladesh 16

ABSOLUTISM

Example in consumption:
Animal cruelty in fashion industry
• The animals’ skin is torn apart
from their body when they are still
alive;
• Suffering from pain and cruelty
from human beings

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HEDONISM( 享樂主義 )

Definitions:
“It claims that pleasure is the only intrinsic 本質 good
and that pain is the only intrinsic bad. The value of the
consequences depends only on the pleasures and pains in
the consequences.” - Every person’s pleasure should far
surpass their amount of pain.
(Stanford Encyclopedia of Philosophy)

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HEDONISM
Examples in daily life:

 Skipping class and going for a barbecue party with

friends.

 Traveling a short haul trip in Japan during summer

holiday rather than a one day trip in Yuen Long.

 Enjoying high-tea with girlfriends rather than doing

housework at home.

Can you name a few more examples? 19

 HEDONISM

More examples in consumption:

• Shopping, shopping & shopping

• Staying in a 6-star hotel

• Wine-tasting in pub

• Cruise travel around the world

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CASE STUDIES IN MORAL DILEMMAS

Watch this video and make your own decision:

https://www.youtube.com/watch?v=dzmNoFnxu68
(Would You Rather: 6 Hardest Moral Dilemmas Ever, 11’21”)

When you watch the video, make the decision to solve the 6 dilemmas.
1. Why do you make certain decision?
2. Which moral framework(s) have you used to make the decision?

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CASE STUDY IN EVERYDAY CONSUMPTION

Watch the video and discuss in groups:

1. What is right and wrong about fur consumption?
2. Which moral framework(s) can be applied to explain
your answer?
3. What is your group’s reflections and comments on these
practices in fashion industry?

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YOU’VE LEARNT
 Utilitarianism - Actions are right if and because they
promote more utility all around.
 Consequentialism - the rightness of an action is wholly
determined by the value of its consequences.
 Absolutism - certain kinds of actions that are absolutely
wrong; actions that could never be right whatever the
consequences.
 Hedonism - Pleasure is the only intrinsic good and that
pain is the only intrinsic bad. 23