Expanding the Philosophical Base for Ethical Public Relations Practice: Cross-Cultural Case Application of Non-Western Ethical Philosophies

摘要

Western philosophical approaches, such as utilitarianism, have informed journalism and public relations practices in the West with little regard for non-Western frameworks. To rectify the ethnocentrism of ethical reasoning prevalent in Western public relations practices, we discuss two non-Western philosophical foundations: the palaver-tree concept from Africa and Confucianism from Asia. By focusing on the philosophical base as the first step of the ethical decision-making process, the final part of this paper applies these two non-Western approaches to a U.S. crisis-management case, comparing and contrasting their values with utilitarianism, as well as demonstrating their utility in the West.View full textDownload full textKeywordsConfucianism, Palaver Tree, Public Relations, San Francisco Zoo, UtilitarianismRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; var addthis_config = {"data_track_addressbar":true,"ui_click":true}; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10570314.2010.492823