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?

Question

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 Truthful presentation 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 their campaign featuring images of primary school pupils during a career day event, we need to examine the ethical implications of their choices, particularly in light of normative ethical principles and relevant codes of conduct.

Normative Variables

In the context of media ethics, particularly when it comes to presenting individuals, especially children, in public campaigns, there are several key considerations that should guide the conduct of media professionals. These considerations can be drawn from ethical codes such as the South African Press Code and specific guidelines related to marketing and advertising, which emphasize the importance of truthful and fair representation, as well as the responsibility to avoid perpetuating stereotypes.

Relevant Principles and Policies

1. Truthful Presentation: According to principles articulated in the South African Press Code, media professionals are expected to ensure that their content adheres to a standard of truthfulness, accuracy, and fairness. The code states that "the media shall take care to report news truthfully, accurately and fairly."

2. Avoidance of Stereotypes and Discrimination: The same code highlights the need to avoid perpetuating stereotypes based on race, gender, or any other characteristic. It stresses that media and advertising should not exploit the vulnerable or reinforce harmful societal stereotypes.

3. Informed Consent and Respect for Individuals: Ethical guidelines also dictate that consent must be obtained from parents or guardians when it comes to using images of minors, but obtaining consent does not absolve a professional from the responsibility of ensuring that the context in which those images are used is respectful and appropriate.

Ethical Analysis of Curro’s Campaign

In the case of the Curro career day event, the marketing team’s decisions can be analyzed in terms of the aforementioned principles:

1. Representation of Children: The images in question depicted a black child being portrayed as a cashier, while white children were shown as professionals or buyers. This representation raises serious ethical concerns regarding the potential reinforcement of racial stereotypes. By positioning the black child in a subordinate role compared to their white peers, the campaign inadvertently perpetuates a stereotype that can contribute to societal biases. This goes against the ethical expectations detailed in the Press Code regarding the avoidance of discrimination and the portrayal of individuals.

2. Truthfulness and Fairness: While Curro may have obtained consent from the parents for the images to be used, the ethical responsibility of the marketing team extends beyond mere consent. The message conveyed through the images must be truthful and fair. In this case, the campaign appears to misrepresent professional opportunities by leaning into a racially biased narrative. The lack of diverse professional representation for the black child, especially in a context meant to inspire and educate about various careers, undermines the project's integrity and goes against the principles of fair representation.

3. Social Responsibility: Lastly, as a media entity, Curro has a social responsibility to promote inclusivity and diversity. This means taking deliberate steps to ensure that all children feel valued and represented positively. The campaign's failure to do so, by distinctly placing the black child in a limiting and stereotypical role, indicates a lack of foresight and consideration of the broader societal implications of their portrayal.

Conclusion

In conclusion, the conduct of the Curro marketing team in this case can be deemed unethical based on the normative ethical standards established in the relevant codes of conduct. The issues surrounding the portrayal of race, the reinforcement of stereotypes, and the misleading representation undermined the overall integrity of the campaign. While consent was obtained, ethical obligations extend beyond legal permissions; they encompass the moral responsibility to present all individuals with dignity, respect, and equality. As such, the Curro campaign is an example of how marketing strategies must be carefully considered, particularly when they involve children and touch on sensitive societal issues.