Two Traditions as Bases of Persuasion Ethics

Ethics refers to those proscriptions and guidelines that involve concerns larger than effectiveness of persuasive efforts.  Ethical standards look toward the needs of others and the greater good of the society in which persuasion takes place.  Ethics involves values.  While some values may be personal and not all agree on every ethical standard, many communication scholars would argue that some ethical positions are objectively required of persuaders.

1. Communication Values Relevant to Persuasion.  Ethical persuaders value:

A.  Truthful information (which makes rational choice possible).

• Lying undermines persuasion and all communication and, thus, all human sociality --->  existential mistrust.

• What constitutes truth?   Logical? Emotional? Relational?

  • factual accuracy/honesty/reliability

  • completeness

  • appropriate context

  • honest disclosure of their motives

B.  Allowing receivers a range of choices that make freedom actual and moral action possible.  No coercion!

C.  Presenting and discussing the best reasons for action not just those most favorable to the advocate or those which "work" (i.e. get you what you want).

D.  A "level playing field" for all communicators. Fairness in persuasion includes

• adequate time for respondents to reflect and prepare counter‑arguments.

• equal access to information resources for all .

• no unfair use of power differentials.

E.  Respecting the (adult) audience as capable of rational decision-making; 

• Adults are not means for the persuaders' ends (but are ends for themselves).

2. American cultural values influencing persuasion ethics include:

A.  Persuasion should reinforce or at least be consistent with free and democratic processes. Among those are:

• clear, honest information and proposals are required participation in democratic decision-making

• the opportunity for dissent, discussion, democratic decision-making, etc. by receivers is essential.

• right to respond by opponents (not the "rhetoric of quiescence") is expected

• persuaders should favor the public interest over their own self interest

B.  Persuaders should demonstrate good character and a sense of the integrity of ideas (complexity, consistency, consequence of ideas) thorough research.

C.  Persuaders should consider the multiplicity of perspectives of entire audience, esp. cultural, moral, political and economic variation -- and care about that.

D.  Both the means and the ends of persuasion should be ethical (as in the principles of  A. - E. in I. above) and persuaders should consider the long-term as well as short term "good."

3. Listeners have responsibilities too.

• Be active, critical listeners - not passive receivers.

• Listeners have the responsibility to respond to persuasion using their own ethical standards.

• Listeners should support persuader's efforts to be ethical and honest -- rather than using honesty, etc. against opponents (e.g. the problems faced by politicians who tell the truth on tough issues).

• Resist urges to silence opponents.

• Be fair and don't accept strawman and ad hominem arguments. It only encourages others to use them.

  Discussion Questions for Monday, 1/30

1. How, if at all, does persuasion differ from teaching, information giving, personal expression?

2. Think of the last time you were turned down for a request you thought was deserved.  What caused your request to be rejected?

3. Make a short list of several things that are illegitimate/improper to do in persuasion efforts.

4. Why does the text AP call the "magic bullet theory" and the "rational citizen" myths.

5. Identify an idea you agree with which, nevertheless, qualifies as propaganda.