This article consists of 34 pages and 7797 words. Media and Communication In order to have full access to this article, email us at thedocumentco@hotmail.co.uk

Media and Communication

Ref No: 2020

In the view of Williams (2011), the utilitarian approach towards ethics analyzes an action in terms of its consequences and outcomes. It is further stated that in accordance with the utilitarian approach towards ethics, an action is considered ethical if it results in the betterment of the majority of the individuals.

According to Shapiro and Stefkovich (2016) by adopting a utilitarian ethical approach, Media and Communication an individual tries to maintain a balance between the benefits and the drawbacks that are faced by society through a particular decision.

It is further stated that the adoption of the utilitarian approach makes it convenient for the decision-makers to take decisions and avoid unnecessary delays. In the view of De George (2011) many individuals use this kind of approach in their daily decision making. Furthermore,

it has been analyzed that this type of decision making is also used frequently by the business personnel in taking decisions such as investing in a particular project for the benefit of their business. Casali (2011) suggested that the adoption of a utilitarian approach helps in making tough and complex decisions

As stated by Gordon, Kittross, Merrill, Babcock, and Dorsher (2011) this approach of ethics is also frequently used in the media where the policymakers in the media show content that the majority of the viewers want to see and enjoy even if it results in hurting the sentiments of the minority.

It is further stated that these policymakers of the media believe that their primary ethical responsibility is to show content that is in demand by the majority of the individuals of the society.

Therefore, they believe that it is perfectly ethical for them to adopt the utilitarian approach. The other principle that is involved in the utilitarian approach towards ethics is related to individuals being concerned about his own good rather than making a decision on the basis of the betterment of other individuals…