Communication and Ethics-

TT2404
Lecture 4:
Normative ethics: norms, values and virtues, ethical theories.
 Why ethics
• everyone shares “ core values”, desiring
• Life
• Happiness
• Ability to accomplish goals
• Two ways to view world
• Selfish point of view: Consider only your own self and your core values
• Ethical point of view: Respect other people and their core values

• A society is an association of people organized under a system of rules designed to

advance the good of its members
• Question : do individuals always agree on one course of action? Do people always agree on
achieving the goal the same way?
 What is the difference?
• Question : What is the difference between something being ethical, moral
and legal?
• Ethics: The philosophical beliefs of what is right and wrong
• Societal
• Religious
• political
• Morals: An individuals beliefs to what is right and wrong.“The difference
between morals and ethics is the ethical man knows he should look after
their parents when old , whereas the moral man do take care of his parents
when they are old
• Legal – Being in conformity with the law.
 Normative ethics
• normative ethics, that branch of moral philosophy, or ethics, concerned
with criteria of what is morally right and wrong. It includes the formulation
of moral rules that have direct implications for what human actions,
institutions, and ways of life should be like
• Normative ethics has three major subfields: virtue ethics, deontology, and
consequentialism
 Normative ethics- Virtue ethics
Virtue ethics:
• Virtue ethics is a normative ethical theory that focuses on the moral
character of individuals and emphasizes the development of virtuous
qualities and habits to guide ethical decision-making.
• Unlike some other ethical theories that concentrate on rules (deontological
ethics) or consequences (consequentialism), virtue ethics centers on the
idea that being a virtuous person is the key to living a morally good life
 Normative ethics- Virtue ethics
Key elements of virtue ethics include:
1. Virtues: Virtue ethics identifies specific virtues or moral qualities that
individuals should cultivate in themselves, such as honesty, courage,
compassion, and integrity.
2. Character: It emphasizes the importance of developing a virtuous character
over time, which means consistently acting in accordance with these virtues.
3. Eudaimonia: Virtue ethicists argue that the ultimate goal of human life is to
achieve eudaimonia, which is often translated as "flourishing" or "living well."
Eudaimonia is attained by living a virtuous life.
 Normative ethics- Virtue ethics
A case study to illustrate virtue ethics:

Case Study: The Honest Shopkeeper

Imagine a shopkeeper named Sarah who runs a small grocery store. She is
known in her community for her honesty and integrity. One day, a customer
comes into her store and accidentally gives her a $100 bill instead of a $10 bill
while making a purchase. Sarah notices the mistake but decides not to take
advantage of it.
 Normative ethics- Virtue ethics
Virtue Ethics Analysis:
1. Virtues: In this case, the virtue of honesty is prominently displayed by Sarah.
She has the opportunity to profit unfairly from the customer's mistake but
chooses not to, acting in accordance with the virtue of honesty.
2. Character: Sarah's actions are consistent with her character. Her reputation
for honesty suggests that she has cultivated the virtue of honesty as part of
her character over time.
3. Eudaimonia: Sarah's decision to return the money aligns with the pursuit of
eudaimonia. By acting virtuously and honestly, she contributes to her own
well-being and the well-being of her community. She is living a morally good
life.
 Normative ethics- Virtue ethics
In this case, virtue ethics would commend Sarah's decision to act honestly, and
it would view her as a virtuous person who is on the path to eudaimonia by
living in accordance with the virtue of honesty.
 Normative ethics- deontology
Deontology :

Deontology is a normative ethical theory that emphasizes the importance of

moral principles, rules, and duties in guiding ethical decision-making.
Unlike consequentialist theories, such as utilitarianism, which focus on the
outcomes or consequences of actions, deontology asserts that certain actions
are inherently right or wrong regardless of their outcomes. Deontological
ethics is often associated with philosophers like Immanuel Kant.
 Normative ethics- deontology
Key elements of deontology include:
1. Moral Duties: Deontological ethics places a strong emphasis on moral duties
or obligations. These duties are considered binding and must be followed,
regardless of the consequences.
2. Universalizability: Deontologists often advocate for principles that can be
universalized, meaning that if an action is morally right for one person in a
particular situation, it should be morally right for everyone in similar
circumstances.
3. Intentions Matter: Deontological ethics takes into account the intentions
behind actions. It is not solely concerned with the results but also with the
motives and intentions of individuals.
 Normative ethics- deontology
A case study to illustrate deontology:

Case Study: The Trolley Problem

The trolley problem is a classic ethical dilemma often used to examine

deontological ethics. Imagine a scenario where a trolley is headed down a
track towards five people who are tied up and unable to move. You are
standing next to a lever that can switch the trolley onto another track.
However, there is one person tied up on that other track. You must decide
whether to pull the lever or do nothing.
 Normative ethics- deontology
Deontology Analysis:
In this scenario, a deontologist might argue as follows:
1. Moral Duty: Deontologists argue that it is your moral duty to not
intentionally harm others. Pulling the lever to divert the trolley onto the track
with one person on it would be intentionally causing harm to that individual,
even if it saves five others.
2.Universalizability: Deontological principles should be universalizable. If it is
morally wrong to intentionally harm one person, it should be wrong in all
similar situations. Therefore, pulling the lever, in this case, would still be
considered morally wrong.
 Normative ethics- deontology
Deontology Analysis:
3.Intentions Matter: Deontology considers the intentions behind actions. Even
if the intention is to save more lives, the intention to harm one person
intentionally is morally problematic according to deontological ethics.

In the trolley problem, a deontologist would likely argue that you should not
pull the lever because doing so would involve intentionally harming one
person, which is considered morally wrong, even if it results in saving more
lives. This illustrates the deontological emphasis on moral duties and
intentions.
 Normative ethics- consequentialism
consequentialism:
Consequentialism is a normative ethical theory that focuses on the moral
rightness or wrongness of actions based on their outcomes or consequences.
In consequentialist ethics, the morality of an action is determined by the
overall net balance of good (benefits) and bad (harms) that result from that
action. The most well-known form of consequentialism is utilitarianism, which
aims to maximize overall happiness or well-being.
 Normative ethics- consequentialism
Key elements of consequentialism include:
1.Focus on Outcomes: Consequentialist theories emphasize that what makes
an action morally right or wrong is the impact it has on the well-being,
happiness, or utility of individuals or sentient beings.
2.Utility or Goodness: Consequentialists often use the concept of utility to
measure the desirability of outcomes. Actions that lead to the greatest overall
utility are considered morally right, while those that reduce utility are morally
wrong.
3.Calculative Approach: Consequentialists typically employ a calculative
approach, weighing the expected consequences of various actions and
choosing the one that maximizes overall good.
 Normative ethics- consequentialism
A case study to illustrate consequentialism, specifically using utilitarianism:

Case Study: The Trolley Problem (Utilitarian Perspective)

In the trolley problem scenario described earlier, a trolley is headed down a

track towards five people who are tied up and unable to move. You are
standing next to a lever that can switch the trolley onto another track, but
there is one person tied up on that other track. You must decide whether to
pull the lever or do nothing..
 Normative ethics- consequentialism
Utilitarian Analysis:
From a utilitarian perspective, the morally right action would be determined by
the principle of maximizing overall happiness or well-being. Here's how a
utilitarian might analyze the situation:
1. Calculating Utility: Utilitarians would consider the consequences of each
action. If you pull the lever and divert the trolley to the track with one person,
you would intentionally harm one person to save five. The harm to one person
is outweighed by the benefit of saving five lives, resulting in a higher overall
utility.
2. Maximizing Utility: Utilitarianism would dictate that you should pull the
lever because it leads to the greatest overall happiness or well-being. By
sacrificing one life to save five, you maximize the net utility or good in the
situation.
 Normative ethics- consequentialism
Utilitarian Analysis:
3. Moral Rightness: From a utilitarian standpoint, the action that maximizes
overall happiness is morally right, regardless of the means used to achieve it.

In this case, utilitarianism would advocate pulling the lever to divert the trolley,
as it is seen as the morally right action due to its potential to maximize overall
well-being, even though it involves intentionally harming one person. This
illustrates the consequentialist focus on the outcomes or consequences of
actions.
 Ethical theories: what are they?
• A Good Ethical Theory Supports Persuasive, Logical Arguments
Three pillars/modes of
Persuasion
Ethos: Ethos is a way of convincing your
audience of your credibility as a writer.
Some credibility can be, in a way, built-in. ...
Pathos: Most simply, pathos is the appeal
to our human emotions. ...
Logos: Logos is the appeal to our logical
side.

https://www.youtube.com/watch?v=-oUfOh_CgHQ

https://www.youtube.com/watch?v=9L_G82HH9Tg
 Subjective relativism
• Relativism
• No universal norms of right
and wrong
• One person can say ‘X is right’,
another can say ‘X is wrong’
and both can be right
• Subjective relativism
• Each person decides right and
wrong for himself or herself
• What is right for you may not be
right for me
• A person decides right and
wrong
https://www.youtube.com/watch?v=518FR6SbY_k
 Cultural relativism
• Cultural Relativism
• What is “right” and “wrong”
depends upon a society’s
actual moral guidelines
• These guidelines vary from
place to place and from time
to time
• A particular action may be
right in one society at one
time and wrong in other
society or at another time

https://www.youtube.com/watch?v=uzT-RDrWbZo
 Divine command theory
• Good actions: those aligned with God’s will
• Bad actions: those contrary to God’s will
• Holy books reveal God’s will
• We should use holy books as moral decision-making guides

https://www.youtube.com/watch?v=wRHBwxC8b8I
 Kantianism
• Good will: the desire to do the right thing
• Immanuel Kant (A philosopher): Only thing in the world that is good without
qualification is a good will. It is Deontological. That is your act is not about it s
consequences, but about moral rules and duties
• Reason should cultivate desire to do right thing
• Categorical Imperative- Peer pressure theory(every body is doing. So you also do it),
universalizable conduct
• 1st Imperative: Act only from moral rules that you can to the maximum (proposed conduct to
achieve your desire), at the same time will to be universal moral laws (peer pressure). Whether
you can achieve your desire by acting at your moral maximum connected with the universal
moral laws.
• 2nd Imperative: Act so that you treat humanity (both yourself and other people) whether in your
own person or in that of another, always as ends, and never as a mere means (only for your
benefits)
https://www.youtube.com/watch?v=kHwt4_2p2Go
https://www.youtube.com/watch?v=8bIys6JoEDw
 Act Utilitarianism
• Utility is the tendency of an object to produce happiness or prevent un
happiness for an individual or a community
• An action is good if its benefits exceeds its harms
• Happiness, Advantage, Benefit, Good, Pleasure
• An action is bad if its harms exceed its benefits
• Unhappiness, Disadvantage, Cost, Evil, Pain
• Focus on the consequences
• Greatest Happiness Principle: An action is right (or wrong) to the extent that it
increases (or decreases) the total happiness of the affected parties
• Act Utilitarianism
• Add up change in happiness of all affected beings
• Sum > 0, action is good
• Sum < 0, action is bad
• Right action to take: one that maximizes the sum Act Utilitarianism
https://www.youtube.com/watch?v=-a739VjqdSI