Introduction
Various ethical perspectives are leveraged when determining a course of action or deciding on what and how to communicate. Below are three perspectives, along with explanations, contexts, major tenants and critiques of the perspective.
Virtue Ethics of Aristotle
The first perspective this paper will review is Aristotle’s virtue ethics. Aristotle was a Hellenistic philosopher who taught his students philosophy and who wrote a number of treatises on ethics. His virtue ethics were written in the context of a philosophical dialogue in searching for and defining the Good. In this dialogue, Aristotle contends there is a purpose or aim for the individual and consequently his ethical stance is placed in a teleological perspective. He claims that everyone seeks happiness or to live well (Kraut, 2022) and this is the ultimate aim and Good for all people. In other words, people pursue happiness or living well for its own sake and not for some other aim or purpose.
The major tenets of virtue ethics are based on the ancient Hellenistic premise that humans (and all organisms and things) have a proper function (CrashCourse, 2016). Part of the proper function of humans is to use reason and to develop the proper character traits in order to reach one’s full potential. To that end, virtue ethics elaborate on the moral characteristics a human should have, ensuring they demonstrate the right disposition (neither too much, nor too little). For example, the virtue of courage is the ability to avoid acting the coward (too little courage) and to evade being rash (too much courage) (Kraut, 2022). Furthermore, each unique circumstance and context will demand the proper scale of a particular virtue.
Modern philosophers, such as Adorno question the premise of Aristotle’s aim at the Good. Whyman (2017) reviews Adorno’s critique of Aristotle and contends one of the main criticisms is the idea that our conception of the Good is warped by the world in which we live and therefore we cannot objectively point to a human’s aim. Stated differently, Aristotle’s theory fails to appreciate a significant portion of human existence and suffering. Skeptically speaking, perhaps the Good is in fact to suffer pain and misery.
Johnston (2020) provides a couple examples of virtue ethics in communication in the arena of business. Before demonstrating how this perspective is used, he distinguishes character ethics from action-based ethics. “[A]ction-based ethics asks whether a particular action is ethical, whereas agent-based ethics focuses on the individual agent’s character and motivations and asks whether they are virtuous” (2020). One way to manage and communicate via virtue ethics is to enable a “capabilities approach” (2020), whereby employees are expected to exhibit moral character in their actions and communications. Perhaps a counter example of virtue ethics would be the lack of moral characteristics demonstrated by Enron’s management and how the collapse of that business was due to lack of morals and accountability.
Utilitarianism of John Stuart Mill
The second perspective is Utilitarianism as conceived by John Stuart Mill as well as others who have elaborated on this ethical theory. Early forerunners to Mill’s ideas include many British philosophers such as Shaftesbury, Hutcheson and Hume (Driver, 2009). While these philosophers advanced a strong theological sense, they nonetheless carried the core belief that ethical behavior should promote the greatest happiness or utility for the greatest number of people. Under this theistic, moral system, what is good for the common or general community, is good for the individual, and in turn encourages piety to God.
Jeremy Bentham and John Stuart Mill sought “legal and social reform” (2009) and promoted the ideas of their philosophical forebearers by arguing all humans are subject to pleasure and pain, and consequently, correct actions should be based on promoting pleasure and minimizing pain. Bentham laid a strong foundation from which Mill would fine-tune higher pleasures above “simple-minded” ones (2009) as well as distinguish moral actions between humans and other beings such as animals.
Mill’s Utilitarianism, which telos or aim seeks the greatest pleasure for the greatest number of people, contained a number of considerations when seeking to find the highest utility of moral action. Driver (2009) notes several ways of attempting to evaluate the utility of moral action, including intensity, duration, assuredness, proximity, consequentiality, and purity. Furthermore, Mill places a premium on rational pleasure over physical pleasure.
In the list of considerations for determining the value of utility is consequentiality. This is perhaps the one aspect of Utilitarianism that is criticized the most (West, 2006). More precisely, how can anyone foresee far enough into the future and determine the utility of an action or choice in order to evaluate if the present choice will be a net positive or not? Related to this critique are the differing levels of individuals’ welfare. If Utilitarianism is to promote the greatest good for the individual, and the net good of all individuals is the aim, how is one able to compare the degree of benefit of a choice between two people? Between untangling “causal ramifications” and determining value judgements of differing individuals, calculating the greatest utility of a choice is “tricky and imprecise at best” (2006, p. 203).
Perhaps a good example of Utilitarianism being used in a communication ethic, which also demonstrates the critique of the ethic, is what took place during the COVID-19 pandemic in 2020. Herron and Manuel (2022) explain the many considerations the United States government had to contemplate when deciding on and communicating policy to the American public. Torn between shutting the economy down, which would have significant consequences, and allowing the virus to run its course, most officials decided on the former. They rationalized that in the longer term, it would be better to snuff out the virus by implementing lockdowns and take the economic hit. However, some (Pachauri & Pachauri, 2023) have noted that too many lives were lost prematurely, not because of the virus, but because of lockdown policies. The diverging analyses underscore the significant difficulty of assessing the consequentiality of Utilitarian ethics.
John Rawls Theory of Justice
The last ethical perspective of this essay is John Rawl’s theory of justice, which was advanced as a response to the widely adopted view of Utilitarianism. As discussed in the previous section, one of the challenges of Utilitarianism is that individuals’ welfare differ from person to person. John Rawls recognized this and further observed the “significant political and economic inequalities” found in society (Wenar, 2008). Acknowledging the basic structures of society and that significant obstacles inhibit people from leaving and changing societies, Rawls argued for a form of justice based on the idea that society is both able and willing to support the basic needs of all its people, and that its citizens ought to cooperate to equally distribute burdens and benefits. To this end, his deontological perspective is based on two principles. First, individuals have a claim to basic and equal liberties. Second, a society ought to require its citizens have a fair and equal opportunity at jobs, positions and offices and that when a society is faced with choices, the one that presents “the greatest benefit of the least-advantaged members” should be the one implemented (2008). One premise of the second principle is that all individuals are capable of contributing to society and thus have something to offer in order for society to distribute goods.
To implement these principles, Rawls asks people to apply a veil of ignorance (BBC Radio 4, 2015). In this thought experiment, when deciding on distribution, people ought to place themselves in a position where they do not know what their lot in life will be. While a rich man might opt for lower taxes, a disadvantaged minority might opt for redistribution of wealth through higher taxes on the rich. But if both these individuals were to make a choice behind a veil of ignorance, they would decide on a course of action that would benefit the least advantaged.
Perhaps the greatest weakness and criticism of Rawls’ theory is the premise of his second principle. First, it potentially violates personal liberties by demanding a social contract be enforced on people who contribute to society. Audard (2007) further notes this social contract “interferes with legitimate transactions among self-interested individuals” (p. 277). In this same work, the author notes others’ objections to Rawls by attacking his underlying premise: all members of a society are able to contribute. If a large portion of society is physically or mentally unable to create goods, then much of his theory falls apart.
John Rawls’s theory of justice can be quite abstract and difficult to implement. However, there appears to be some level of analysis in how his ideas could be put into practice in the way people become eligible for Medicaid. Coursen (2007) investigated how Medicaid policies were written in various states and then assessed these guidelines to determine if they met the conditions for Rawls’s theory of justice. The dissertation found that Medicaid can be distributed fairly if the administrators of the policies believed that equity in health is a moral imperative and if they are willing to enforce that perspective.
Conclusion
In conclusion, this review explained three ethical perspectives: virtue ethics, Utilitarianism and Rawls’s theory of justice. It provided some context in which the framework was created, and it elaborated the major tenants of the perspective. Lastly, it provided an example of the framework in use.
References
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