[9/21, 14:44] Lebogang❤️🫂: Case Study #3 - Curro schools’ racially insensitive marketing campaign

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?
Normative Variables
In this section you will analyse the conduct of the media professionals in your case
study and evaluate it in terms of the normative ethics of the appropriate field (e.g., Press
Code for print journalist, etc.). Here you will discuss the specific duties and
expectations of the media professional(s) as they are articulated in the relevant codes
under which the professional(s) operate(s). In this section, you must refer to 1 policies which is children's and safety
and/or codes that were violated and/or upheld by the professionals in the case study to
argue whether you believe the conduct of the case study to be (un)ethical.

Answer 1

Normative Variables: Ethical Analysis of Curro Schools’ Marketing Campaign

Introduction

The marketing campaign by Curro schools centered around a career day event raised significant ethical concerns due to the racially insensitive portrayal of students. In particular, the images shared on social media suggested a troubling narrative, with a black child depicted as a cashier, while their white peers took on roles associated with higher socioeconomic status or professional recognition. This analysis will evaluate the conduct of the media professionals involved in this campaign against key normative ethical standards, specifically focusing on the codes related to children's safety and welfare.

Relevant Ethical Code: Children's Safety and Welfare

In the context of media ethics, particularly regarding the portrayal of children, the UN Convention on the Rights of the Child (UNCRC) serves as an important framework. Article 17 of the UNCRC states the importance of ensuring that children have access to information that promotes their well-being and does not harm them. This includes the prohibition of discriminatory portrayals that perpetuate stereotypes or negative societal views.

Press Code of Conduct: The South African Press Code also emphasizes the need to treat specific groups, including children, with dignity and respect. The code states that media professionals should avoid misleading representations and ensure that content does not promote harmful stereotypes, particularly around race, class, or gender.

Analysis of the Campaign’s Ethical Violations

1. Stereotypical Representation: The images shared in the campaign reinforce harmful stereotypes about race and economic status. The portrayal of the black child as a cashier, juxtaposed with white children in prestigious roles, perpetuates a narrative that suggests limited professional aspirations for black individuals. This not only undermines the dignity of the child involved but also influences societal perceptions of race and opportunity.

2. Informed Consent and Its Limitations: While Curro claims to have obtained parental consent for the images used, this raises questions about whether the consent was informed and whether the parents understood how their children's images would be portrayed within the broader context. The presumption that consent absolves all ethical responsibilities is flawed, particularly when minority children are depicted in a manner that may contribute to their stigmatization.

3. Impact on Children’s Welfare: The campaign’s messaging contravenes children’s rights to be depicted in a positive, empowering manner. By allowing such portrayals, the campaign risks negatively affecting the self-esteem and aspirations of not only the children in the images but also other children who may share a similar background. This poses a direct violation of the normative ethical responsibility to safeguard children's well-being and foster an inclusive environment.

Conclusion: Ethical Assessment

The conduct of the Curro marketing team in this campaign can be categorized as unethical based on the analysis of relevant codes and the nature of the representations used. By perpetuating racial stereotypes and failing to prioritize the dignity and welfare of the children depicted, the campaign violates both ethical norms pertaining to children's safety and broader media ethical standards.

To rectify such ethical breaches, it is essential for institutions like Curro to engage in more responsible marketing practices that reflect an inclusive narrative and actively work to dismantle stereotypes, thereby contributing to a society that values equality and diversity. Future campaigns should prioritize sensitivity training for media professionals and foster collaborative discussions with diverse stakeholders to ensure that representations of children promote positive and equitable images.