Question
Curro recently came under scrutiny over the images posted on its social media pages depicting the Curro primary school pupils' career day event. The images showed a black child posing as a cashier, while white children posed as professionals or buyers. The school however claims that they received the consent of the parents before the images were used. Was the Curro marketing team ethical in their creation of this campaign
In this section you will use the principles of meta-ethical theories from Unit 2 to determine whether or not the professional conduct in the case study was ethical. In this section you will choose TWO of the meta-ethical theories, apply them to the case study, and make an evaluation as to whether or not the conduct was ethical according to each of the two theories. Be sure to demonstrate your understanding of the theories in your answer.
In this section you will use the principles of meta-ethical theories from Unit 2 to determine whether or not the professional conduct in the case study was ethical. In this section you will choose TWO of the meta-ethical theories, apply them to the case study, and make an evaluation as to whether or not the conduct was ethical according to each of the two theories. Be sure to demonstrate your understanding of the theories in your answer.
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To evaluate the ethical conduct of Curro's marketing team in relation to the images posted from the career day event, we will apply two meta-ethical theories: **Utilitarianism** and **Deontology**. These theories will provide a framework to assess whether the actions of the marketing team align with ethical principles.
### 1. Utilitarianism
**Understanding the Theory:**
Utilitarianism is a consequentialist theory that posits that the morality of an action is determined by its outcomes. An action is considered ethical if it promotes the greatest happiness or utility for the greatest number of people. The focus is on the results rather than the intentions behind the actions.
**Application to Case Study:**
In applying utilitarianism to the case of Curro, we must consider the broader implications of the images shared. The positive outcomes could include promoting awareness of various career paths, encouraging diversity, and fostering community engagement. However, the negative outcomes include potential reinforcement of racial stereotypes, creating feelings of exclusion or marginalization among students, particularly the black child portrayed in a subordinate position, and possible backlash from parents and the community.
Upon evaluation, the negative consequences appear significant. If the images perpetuate stereotypes or bias, they could lead to diminished self-esteem and feelings of inadequacy among students of color, thus impacting their happiness and well-being. Given that the images invoked such public scrutiny and distress, it appears that the marketing team's actions did not yield the greatest good for the greatest number. Consequently, from a utilitarian perspective, the conduct of the Curro marketing team could be deemed unethical, as the negative ramifications outweighed any positive outcomes.
### 2. Deontology
**Understanding the Theory:**
Deontological ethics, particularly as articulated by Immanuel Kant, posits that certain actions are inherently right or wrong, irrespective of their consequences. This framework emphasizes the importance of duty, moral rules, and the intrinsic value of individuals. A key tenet is that individuals should be treated as ends in themselves and never merely as means to an end.
**Application to Case Study:**
In this instance, the ethical assessment would focus on whether the marketing team acted in accordance with moral duties and principles. Curro's use of images depicting children in a manner that could be interpreted as racially biased raises questions about respect for individual dignity and equality. The choice to feature black children in lower-status roles while depicting white children in higher-status professions can violate the fundamental ethical principle of treating all children with equal respect and consideration.
Additionally, the fact that consent was obtained from parents does not absolve the marketing team of their ethical obligations regarding the portrayal of students. The team must still consider whether their actions reflect a commitment to fairness, diversity, and the eradication of stereotypes. By perpetuating potentially harmful depictions, the team failed to uphold their moral duty to promote an inclusive and equitable environment.
From a deontological standpoint, the actions taken by the Curro marketing team appear unethical, as they did not respect the inherent dignity of all students or adhere to principles of fairness and equality.
### Conclusion
After applying both utilitarianism and deontology to assess the actions of the Curro marketing team, it can be concluded that their conduct was unethical. Utilitarianism highlights the negative consequences and lack of overall benefit to the community, while deontology emphasizes the failure to uphold moral principles of respect and fairness. Both frameworks indicate a need for greater sensitivity and awareness in the representation of children in educational settings, particularly regarding race and social roles.
### 1. Utilitarianism
**Understanding the Theory:**
Utilitarianism is a consequentialist theory that posits that the morality of an action is determined by its outcomes. An action is considered ethical if it promotes the greatest happiness or utility for the greatest number of people. The focus is on the results rather than the intentions behind the actions.
**Application to Case Study:**
In applying utilitarianism to the case of Curro, we must consider the broader implications of the images shared. The positive outcomes could include promoting awareness of various career paths, encouraging diversity, and fostering community engagement. However, the negative outcomes include potential reinforcement of racial stereotypes, creating feelings of exclusion or marginalization among students, particularly the black child portrayed in a subordinate position, and possible backlash from parents and the community.
Upon evaluation, the negative consequences appear significant. If the images perpetuate stereotypes or bias, they could lead to diminished self-esteem and feelings of inadequacy among students of color, thus impacting their happiness and well-being. Given that the images invoked such public scrutiny and distress, it appears that the marketing team's actions did not yield the greatest good for the greatest number. Consequently, from a utilitarian perspective, the conduct of the Curro marketing team could be deemed unethical, as the negative ramifications outweighed any positive outcomes.
### 2. Deontology
**Understanding the Theory:**
Deontological ethics, particularly as articulated by Immanuel Kant, posits that certain actions are inherently right or wrong, irrespective of their consequences. This framework emphasizes the importance of duty, moral rules, and the intrinsic value of individuals. A key tenet is that individuals should be treated as ends in themselves and never merely as means to an end.
**Application to Case Study:**
In this instance, the ethical assessment would focus on whether the marketing team acted in accordance with moral duties and principles. Curro's use of images depicting children in a manner that could be interpreted as racially biased raises questions about respect for individual dignity and equality. The choice to feature black children in lower-status roles while depicting white children in higher-status professions can violate the fundamental ethical principle of treating all children with equal respect and consideration.
Additionally, the fact that consent was obtained from parents does not absolve the marketing team of their ethical obligations regarding the portrayal of students. The team must still consider whether their actions reflect a commitment to fairness, diversity, and the eradication of stereotypes. By perpetuating potentially harmful depictions, the team failed to uphold their moral duty to promote an inclusive and equitable environment.
From a deontological standpoint, the actions taken by the Curro marketing team appear unethical, as they did not respect the inherent dignity of all students or adhere to principles of fairness and equality.
### Conclusion
After applying both utilitarianism and deontology to assess the actions of the Curro marketing team, it can be concluded that their conduct was unethical. Utilitarianism highlights the negative consequences and lack of overall benefit to the community, while deontology emphasizes the failure to uphold moral principles of respect and fairness. Both frameworks indicate a need for greater sensitivity and awareness in the representation of children in educational settings, particularly regarding race and social roles.
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