Ethics in Persuasion

Ethical behavior and its significance in persuasion are essential.  From defining what ethical behavior is to the review of its direct affects on persuasion will be identified.  Using the ethical theories of utilitarianism and deontology will be applied to persuasion and an exploration of universality will be included to help in determining the significance of ethics in persuasion.  Taking into consideration the professional environment and the many downfalls that “Corporate America” has experienced over the past decade this will also assist in walking through ethical behavior and further explain what an important role ethics plays in persuasion.  This review will show the unfortunate outcome of not practicing ethics in persuasion and will show how crucial ethics is in persuasion.

          Ethical behavior in persuasion is defined as “an attempt through communication to influence knowledge, attitude or behaviour of an audience through presentation of a view that addresses and allows the audience to make voluntary, informed, rational and reflective judgements” (Messina, 2007, pg. 33).  In essence, all human beings should have the
autonomous ability to make a decision as well as be given all the information that is available.  It has been stated in our text that our American way of democracy is a good example of coming to a fair assessment of the majority when it comes to the public’s interest.   Democracy is in line with the theory of utilitarianism, meaning the greatest good for the greatest number.  Even though this does not take into account the minority and what those thoughts or choices would be; for the sake of this paper the reference to utilitarianism will be used as a general way of bringing an understanding of what most people will agree on. 

There is another avenue that should also used to understand the importance of ethics in persuasion and that is the theory of deontology.  Deontology, in essence, is referred to as the Golden Rule.  The Golden Rule tells us that we should treat others as we would want to be treated.  Immanuel Kant goes on to explain that: “the idea that what is good for one ought to be good for all, and that humans ought never be used as means, or tools, to other ends” (Messina, 2007, pg. 33).  This theory commits that each human being should have a duty or obligation to treat others with respect.

Taking into consideration utilitarianism and deontology and applying both theories to further explain the importance of ethics in persuasion; it will also help us to apply a test of theories to situations.  These theories provide a contrast that either the majority rules through the greater good is better for most or utilitarianism and through deontology that having respect for yourself and others should rule.  However, there is another test that can also be used to further explain the concept of applying a theory to help understand better.  TARES is a test that can be applied to ethics as this statement explains:  “TARES include truthfulness, authenticity (sincerity), respect, equity and social responsibility” (Messina, 2007, pg. 38).

This paper will use the topic of “Corporate America” to apply these theories to.  This article goes on to explain and confirm the issues that Corporate America has suffered in the past few years: “Corporate America has witnessed the largest dollar level of fraud, accounting manipulations and unethical behavior in corporate history.’’ (Hannah, 2008, pg. 361).  We can look at examples such as Enron.  Enron was a billion dollar company that had been doing very well for many years, but it was found out years later they were using inappropriate accounting practices.  The executive leadership team knew they were making unethical choices for the company and they knew it would affect the entire company.  But they continued to communicate to its shareholders and employees that the future outlook of Enron was good.  They were clearly using unethical standards to persuade their shareholders and their employees to buy into their persuasion. 

Persuasion is one thing, unethical persuasion is unacceptable.  In applying the theory of utilitarianism, the Enron executive team did not consider their shareholders or their employees by looking at what would be the greatest good for the greatest number, nor did they apply the theory of deontology of treating others as they would want to be treated.  Enron is just one example of the many other companies that had the executive leadership team practice unethical, dishonest and disrespectful behavior towards their shareholders and employees for their own personal gain.  It leaves us with the question will unethical behavior ever really end? 

Whether it ends or not, by applying correct principles, both the Golden Rule and the greater good can be accomplished.  As this article states regarding principles: “for scholars in composition/rhetoric, I leave open further and deeper consideration of ethical persuasion and its equitable connections to the principles of respect for persons/autonomy, beneficence/risk-benefit, and justice/equity” (Barton, 2008, pg. 624).  If each person upholds and applies the golden rule principle then employees and shareholders alike could band together and demand that the leadership of any company should uphold a standard of ethics and favor the respect of others.

Respecting others gives us hope in persuasion and ethics.  We have a few good examples of companies that have successfully stood the test of ethics in the business/professional arena, according to Wharton’s School, Philip Nicols, he states that: “firms have prospered in emerging markets without getting their hands dirty, including Reebok, Google and Novo Nordisk” (Business, 2010, Pg. 73).  By taking a stand on good ethical practices and its significant importance on persuasion, certainly this could lead into the question that could be asked of any past Enron employee. 

By applying theories of utilitarianism and deontology, as well as applying TARES we could predict the answer to that question.  The answer would assuredly be the same among all employees and shareholders that have been impacted by unethical behavior.  By teaching ethical practices persuasion could be fair and principles could be applied and the Golden Rule could be applied, the greater good for all could be accomplished and the principles of TARES could leave everyone in an honest and fair position.  Therefore ethics is an absolute necessary component of persuasion.

References:

Barton, E. (2008). Further Contributions from the Ethical Turn in Composition/Rhetoric: Analyzing Ethics in Interaction. College Composition and Communication, 59(4), 596-632.  Retrieved October 29, 2011, from ProQuest Education Journals. (Document ID: 1518696701).

Business: The corruption eruption; Schumpeter. (2010, May). The Economist, 395(8680), 73.  Retrieved October 29, 2011, from ABI/INFORM Global. (Document ID: 2023584041).

Hannah, D., & Zatzick, C.. (2008). An Examination of Leader Portrayals in the U.S. Business Press Following the Landmark Scandals of the Early 21st Century. Journal of Business Ethics, 79(4), 361-377.  Retrieved October 29, 2011, from ABI/INFORM Global. (Document ID: 1471210221).

Messina, A. (2007). Public relations, the public interest and persuasion: an ethical approach. Journal of Communication Management, 11(1), 29-52.