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?

Discuss specific duties and expectations of the media Curro media professionals as Tj ey articulated in relevant code. Discuss how children and safety viloated or upheld by professionals and whether the coduct of the study was ethical make a brief and sammary

Answer 1

The case involving Curro schools’ racially insensitive marketing campaign raises significant ethical issues concerning representation, consent, and the responsibilities of media professionals.

Ethics and Responsibilities of Media Professionals

1. Fair Representation: Media professionals have a duty to ensure fair and equitable representation of all individuals, especially vulnerable groups such as children. In the Curro campaign, the portrayal of a black child as a cashier and white children as professionals not only perpetuates racial stereotypes but also fails to recognize the capabilities and potential of children from all backgrounds.

2. Respect for Diversity: Ethical guidelines in media and communications emphasize the importance of respecting diversity and promoting inclusiveness. By using racially biased imagery, the Curro marketing team undermined this principle, reinforcing harmful stereotypes that have long-term negative consequences on societal perceptions of race and professional roles.

3. Informed Consent: While Curro claims to have received parental consent for the use of images, ethical practice goes beyond obtaining permission. It involves ensuring that all participants fully understand how their images will be used and the potential implications. This is particularly crucial for children, whose ability to comprehend these issues is limited.

4. Child Safety: Media professionals are obliged to prioritize the safety and well-being of children depicted in their materials. This includes ensuring that marketing content does not expose children to harmful stereotypes or societal biases. In this instance, the use of images could lead to feelings of inferiority among children represented in stereotypical roles.

Violations and Upholding of Ethical Conduct

• Violation of Ethical Conduct: The campaign failed to uphold ethical media practices by presenting children in a manner that emphasizes racial stereotypes. Such a portrayal not only disrespects the individual identities of the children involved but also contributes to a broader narrative that undermines equality and diversity.

• Lack of Sensitivity: There appears to be a lack of cultural sensitivity and awareness among the Curro marketing team. The decision to create a campaign that is racially insensitive demonstrates a disregard for the complex social issues surrounding race in educational settings.

Summary

In summary, the Curro schools' marketing campaign raises serious ethical questions about representation, consent, and the responsibilities of media professionals toward children. The portrayal of children in racially stereotypical roles is not only unethical but also contributes to perpetuating harmful societal narratives. While consent may have been obtained, the means of representation failed to meet the ethical obligations outlined in media codes regarding diversity, respect, and safety. As such, the actions of the Curro marketing team can be classified as unethical, warranting reflection and change to prevent similar occurrences in the future.