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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 a policie which is unacceptable advertising and that how it was 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

To analyze the conduct of the Curro marketing team in the context of the career day event images, we will examine relevant normative ethics, focusing on advertising standards and ethical considerations in media representation.

Normative Variables

1. Ethical Principles in Media Representation: The actions of media professionals are usually guided by principles of fairness, respect, and integrity. In the context of advertising and media representation, the following ethical standards are paramount:

   • Equity and Fairness: Media professionals are expected to treat all individuals equally without perpetuating stereotypes or biases based on race, gender, or other social identifiers.
   • Truthfulness: Advertisers must provide truthful and accurate representations, avoiding misleading portrayals that could reinforce harmful stereotypes.

2. Relevant Codes and Policies:

   • Advertising Standards Authority (ASA) Code: This code stipulates that marketing communications should not contribute to or exploit social prejudices. It emphasizes the importance of not depicting people in a stereotyped manner which can lead to the perpetuation of negative social constructs.
   • Press Code of Ethics: This code guides journalists and media professionals to act with integrity, ensure that their reporting does not misrepresent groups, and to be sensitive in their portrayal of individuals from diverse backgrounds.

3. Violations Indicative of Unethical Conduct: When analyzing the images published during the career day event, the depiction of a black child as a cashier while white children were represented as professionals perpetuates a narrative that can be considered discriminatory. This imagery arguably reinforces socio-economic stereotypes, suggesting limitations placed on individuals based on race.

   The ethical implications of this depiction raise serious concerns about:

   • Stereotyping: By limiting the portrayal of a black child to a cashier role, the marketing team has perpetuated a narrow and stereotypical vision of professional identities associated with race, which is in direct violation of the ASA’s standards.
   • Impact on Representation and Identity: Representation matters; it shapes public perception and individual self-worth. By presenting this imagery, the marketing team's approach may affect the self-image of black children, constraining their aspirations in the eyes of their peers and within the wider community.

Conclusion

In light of the aforementioned ethical principles and violations of established codes, it can be concluded that the conduct of the Curro marketing team was unethical. While the school claims to have received parental consent for the use of these images, the ethics of representation extend beyond consent. The marketing team's choices contributed to a culturally insensitive narrative potentially damaging to societal perceptions of race and opportunity. Thus, the campaign misaligned with the ethical commitments expected of media professionals, highlighting a need for increased awareness and sensitivity in media representation.