Ethical Communication and Citizenship

1.      Mainstream Public Relations in a Risk Society

Technological advancements and the overall modernization of human activities in order to increase human efficiency have both positive as well as negative implications to the modernized society. This includes the long term effect that results as a reflex activity for such heightened level of human activities. It should be noted, however, that most of the current modernization of activities are man-made; hence the long term effects can easily and comfortably be predicted. From the resultant predictions, the authorities have the ability to set up precautionary measures that enable aversion of the harm that can be caused to the human population and to the community in its entirety. However, the majority of public relation activities that most of the firms engaged in modernization has been observed to aim at the positive effects side of the activity. This has in turn restricted their ability—and that of the public as well-- to effectively respond to the foreseeable tragic events that can prove to be deadly to the surrounding demography (Davis, 2002).

Fukushima nuclear disaster is a classical instance of the reflexive modern activities that are ongoing in the world today. With reference to the theory by Anthony Giddens regarding modernization, it is clear that the surge in second generation of modernity like the sensitivity accorded to civil rights by most democratized nation directly affects the first modernity activities. After the powerful earthquake struck Japan, the possibility of radiation leaks to the environment was quickly taken over by both the local and the international activist groups as posing an acute danger to the human survival and existence (Lochbaum, 2014). As a consequence, there was a heightened confusion and contradiction to the mainstream public relation activities that the Japan government and the facility department engaged in at the time. Subsequently, the civil rights groups and activists managed to convince that public majority in their agenda of awareness creation of the probable health risks of the radioactively polluted environs. This led to large-scale evacuative measures and efforts geared towards the citizens especially those living near the Fukushima power plant. On the other hand, the government suffered a significant economic loss from the incident, given that the economic activities in the are1a stalled almost to a halt.

On the other hand, Beck in his theory argues that even though the past human populations --prior to modern developments--faced risks, such risks were not majorly handmade as it is evident today. In Fukushima incident, there is a probability that humans were exposed to pollutants due to water and air radioactive contaminant elements (Beck et. al, 1994). Consequently, the demography faced the heightened risk of cancer development especially amongst women exposed to radiation. This proves the fluid nature of the globe that we live in today as compared to the past. This nature is majorly propelled by modernist human activities and the greed for dominance and rise to power, hence the observed ignorance towards the basic safety regulations and precautionary steps that focuses on the value of human life. Through such actions, it is evident therefore that ethical public relations have been hijacked by greed and malice of the concerned authorities to manipulate and convince the public, thus in the process achieving their intended goals.

Notably, the rise of social concerns in the wake of the disaster has ushered in a new era in Japan of increase of the regulative measures for the nuclear industry and the proposed abandonment of the future plans that were aimed at expanding the facility. In itself, such determination resultant from activist can be comfortably argued to have made alterations to the future nature of modernization (Tucker, 1998). Becks argument is that authorities responsible for the running of facilities such as Fukushima Nuclear Plant are also affected by the same problems that usually arise when they outline premeditated assumptions regarding the public response for their intended decisions. For instance, considering their wealthy status, the owners of the facility without their knowledge will be affected by the radioactivity from the contaminated pipe water as a result of the disaster. Therefore, the wealth that they have managed to immerse for years will become obsolete at such time.

2.      Ethical Standards for Media Practice

The freedom of the media has come with enormous benefits to the human freedom and democracy. Essentially, it is arguable that countries which long embraced the freedom of the press inclusive of minimally regulated airing of radio and television shows by both private and government owned media outlets; has made significant strides in terms of development and conservation of human rights in comparison with communist societies. In Australia, for instance, media has played a role of keeping government actions in check through whistleblowing initiatives that have aimed at exposing political activities that are mainly aimed at repressing the public. However, there is a rise in cases whereby the media fraternity is negatively exploiting its power for individualized gains without the public awareness.  The recent Australian case for such unethical act is the ‘Cash for Comment’ scandal that was exposed in the year prior to the new millennium and also half a decade later. Such scandalous controversy inclusive of others visualizes the capability of social damage and exploitation of the public that the unregulated media outlets can engage in. as a result, the revelations tends to weaken the public trust of the entire media fraternity due to its weakness of falling prey to the greedy organizations that utilize all means inclusive of unethical business competition to gain a competitive edge (Johnson, 2000). From such cases, the existence of controversy in public relations is confirmed.

Whereas government interference in the media activities will lead to more negative outcome to the community, it is inevitable to ensure enactment of regulative policies and rules with the sole aim of curbing unethical behaviors that result as a reflexive modernism act with the effect of entirely misleading the public. With no prior knowledge, some public relation activities that most of the media figures use intentionally sway the opinion of the members of the public regarding distinct services and ammenities, more so with due concern to the influential nature that the broadcaster possesses (Plaisance, 2009). Fully aware, a corporation can end up compromising on quality of production of goods and services by cutting on its cost and instead reallocating it to fund unethical public relation activities similar to that of “Cash for Comment” scandal in Australian continent.Of keen to note is that the inevitable urgency by the radio and television hosts to make realize gains financially apart from their monthly earnings is the major drive for the compromise of their code of conduct. Additionally, the need for a media entity to gain a foothold and dominance in the sector through increased revenue for investments in expansionary activities leads to the observed no implementation of policies targeting business ethics and fair competition. 

Habermas (1984) in his theory of communicative action observes that the modern times media has become a form of colonization that gives the interested parties especially, business organizations, a chance of wittingly influencing the decision of the target audience and subsequently directing them to satisfy the firm’s goals and needs. In most cases, the need business goals are intended to benefit the owners while suppressing the consumer. Habermas further argues that modernization of the media has encouraged the disintegration of the traditional non-controversial and ethical forms of communication, thus leading to the imminent differentiation of the social roles. For instance, most of the public relations roles are played by the third party like the radio talk show hosts who have earned enormous influence as a result of the reflexive modernist activity. Furthermore, the modern society offers a conducive environment for adequate reward for alienated labor and leisure. This is evident from the ‘Cash for Comment’ case in that Laws was offered cash and a highest level of hospitality in the Sydney Casino that is usually accorded to the most reputable VIPs. The agreement was that Laws would not--under any circumstance-- make public revelation regarding the dark and unethical activities that the Star City Casino was involved in. In itself, this portrays a classical case in which the influential media figures can contemplate putting human life and the survival of other competing business entities on the verge of cease of existence and utter destruction. On the other hand, revelations like this further weaken public trust with regard to public relation activities even as huge population become fully aware of the adverse effects that they face from unrelenting trust and the influence of the media

3.      Roles and Relationship between CSR and Corporate Citizenship

Citizens of any democratized modern society have an important role to play in the activities that surround them. In this regards, the leaders who hold the elective positions as representatives of the corporate citizens should involve them in their decisions and implementation of set policies. In fact, the cooperation of the citizens regarding government long-term projects largely depends on their minimum needs and requirements being met by the undertaking. As a result, the government agencies have a distinct responsibility of ensuring the positive benefits that accrue from the projects far much outweighs the negative side effects. This calls for lengthy periods of research especially if the maiden project is massive and has never been done before.

In a classical instance of the WRATD case study, there is a revelation that the government arm gave a go ahead sign for the set up of the toxic dumpsite without due consideration of the long-term harmful effects that the site will have not only to the environment, but also the health status of the local population as a whole. With reference to similar projects previously undertaken elsewhere on the globe, there was a shocking discovery of the surge in Leukemia cases and liver health complications related to the existence of a toxic dump site. Disregarding all this evidence and the cries of foul play by the corporate citizens, the government proceeded with the site set up as planned. In response, thousand of corporate citizens displayed their responsibility for their rights by launching numerous protests across the Melbourne region with the sole purpose of instigating the government to bring the project to a halt. Resultantly, the government faced the looming challenge of an economic crash due to the ongoing civil unrest. What the government and the contacting firm did was not aware is that corporate citizens require proper corporate social responsibility measures that focus on their inclusion in making decisions that directly affect the citizens day to day activities. In addition, the government in power at the time faced a threat of defeat in future elections as it demonstrated a lack of will and desire to comply with the needs of the majority corporate citizens (Laverack, 2007).

Corporate citizens had lost confidence and vital in the existing government to offer a solution to the looming toxic dumpsite crisis. Therefore, they required a fresh government that can help them in rebuilding their lost trust. Thus, the opposition leader of Labor Party had an invitation to one of the protests, where he was subsequently made to admit the need of enacting policies that will foresee the prevention of set up for similar toxic dumpsites in the country. Apparently, it is evident that the majority tries to utilize its might in order demonstrate the correlation that exists between the corporate citizens with awareness of their rights; and the Corporate Social Responsibilities that the government backed originations has to offer in order to develop stronger and closer ties through the resultant cooperation (Laverick 2013).

Corporate citizens require more from the corporate institutions, especially from the government, therefore, the majority requirements has the ability to surpass the threshold of the rule of law, with more emphasis laid on the effects that activities bring to the lives of the local population. Thus, every corporation should aim to engage in morally right undertakings so as to avert the possible damage of relationship that can be inflicted by unethical activities (Reddy, 2005).

In conclusion, corporations and corporate citizen should work together when there is project implementation by the organization in any location within the country. The existent harmony will guarantee that the basic human rights and responsibilities are not infringed in any way by reflexive activities of modernity. Also, the government should aim at engaging  in activities that earn it public trust in order to effectively deliver its corporate social responsibilities to the citizens.

Reference List

BECK, U., GIDDENS, A., & LASH, S. (1994). Reflexive Modernization: Politics, Tradition and Aesthetics in the Modern Social Order. Stanford, Calif, Stanford University Press, 9-17.

DAVIS, A. (2002). Public Relations Democracy: Public Relations, Politics, and the Mass Media in Britain. New York, Manchester University Press, 46-58

HABERMAS, J., & MACCARTHY, T. (1984). Reason and the Rationalization of Society. Boston, Beacon Press, 204-342.

JOHNSON, R. (2000). Cash for Comment: the Seduction of Journo Culture. Annandale, N.S.W., Pluto Press, 4-262.

LAVERACK, G. (2007). Health Promotion Practice: Building Empowered Communities. Maidenhead, Open University Press, 27-31.

LAVERACK, G. (2013). Health Activism: Foundations and Strategies. Los Angeles, SAGE, 109-114.

LOCHBAUM, D. A. (2014). Fukushima: The Story of a Nuclear Disaster, 1-32.

PLAISANCE, P. L. (2009). Media Ethics: Key principles for Responsible Practice. Los Angeles, SAGE, 1-53.

REDDY, S. (2005). Corporate citizenship: the social aspects. Hyderabad, ICFAI University Press.

TUCKER, K. H. (1998). Anthony Giddens and Modern Social Theory. London [u.a.], Sage.