Persuasion with Morals: Ethics As a Guiding Force of Persuasion

Persuasion with morals: Ethics as a guiding force of persuasion
Misty Filippelli
Persuasion and Argumentation
Professor Lawler
March 22, 2010



Persuasion with morals: Ethics as a guiding force of persuasion
Some of the common sources of resentment against business and political marketers are when they manipulate people to change the latter’s beliefs, and when they lie, in order to influence personal or public opinion. These last two actions consist of what can be called persuasion without mores. The issue of ethical persuasion demonstrates the importance of being ethical, when making argumentative claims that aim to persuade other people, because it is not enough that people know how to persuade others, but they should also assure them that they are using honest and accurate information and means in doing so. This paper uses the utilitarian and deontological considerations in making decisions on what content and strategies should be used to persuade people, and they are applied to ethical persuasion used in promoting the California Institute for Regenerative Medicine (CIRM). This essay argues that ethical behavior should be a guiding force of persuasion; because it will provide principles and practices that promote truthfulness, transparency, respect for the persuadee, equity of the appeal, and social responsibility for the greater good (Baker, 2007, p.223).

The deontological approach commonly pertains also to the ethics proposed by Immanuel Kant, also called Kantian ethics. Kant stressed that an action would be considered as ethical, if it is based on moral duties and can be universalized as an action (O'Shaughnessy 2002, p.1080). Furthermore, Kant also underlined that people should not treat other human beings as mere means to their ends. This means that when making used of persuasion, speakers should make sure that they are providing information and knowledge that do not treat people as only means to an end, such as profitability and image-building. Persuasion should consider moral duties and effects, if such promises or statements will be universalized.
Kantian ethics will be applied to the ethical persuasion used in promoting the California Institute for Regenerative Medicine (CIRM). In 2004, voters passed the California Research and Cures Initiative, which changed the state constitution to make stem cell research a constitutional right and it also made the institution called the CIRM, which will fund, assist, and manage stem cell research in the state (Adelson & Weinberg, 2010, p.446).The policy will fund stem cell research with $3 billion, from the sale of public bonds, with interest payable using the state’s general fund, which can lead to an extra $3 billion expenses (Adelson & Weinberg, 2010, p.446). In espousing for this policy, supporters espoused that this should be passed, because it is the duty of the government and medical community to promote the interests of the improvement of quality of human life (Adelson & Weinberg, 2010, p.446). Stem cell research examine human biology, which can help provide cure to numerous illnesses, such as cancer, diabetes, and many genetically inherited diseases, and other conditions that currently do not respond to treatment (Adelson & Weinberg, 2010, p.447). Using Kantian ethics can help espouse this policy, because it underlines the duty of the government and the medical community to the advancement of the greater welfare of society. These groups, however, also have the responsibility to promote the principles and practices of truthfulness, transparency, respect for the society, equity of the appeal, and social responsibility for the greater good, as they promote a public policy of this magnitude (Baker, 2007, p.223). This means that all persuasive activities must be honest and transparent, and at the same time, the actions should respect people and enhance equity and social responsibility. Baker (2007) evaluated the activities of CIRM and concluded that opposition to it helps shape the treatment of embryonic cells, by trying to use more adult stem cells. This means that the communication of the works of CIRM also seeks to respect diverse perspectives on the issue of stem cell research. Thus, this shows how important it is to be ethical in persuading people, because the latter want honesty and transparency in communication.

The consequentialist approach states that, according to Mill’s utilitarian framework, the morality of an action should be judged according to the greatest good it provides to the greatest number of people (O'Shaughnessy 2002, p.1081). There are, however, different kinds of utilitarianism. Act Utilitarianism argues that actions are “right” when they contribute to a general increase in welfare, whereas Rule Utilitarianism would focus on the “corpus of rules” that would generate the highest welfare (O'Shaughnessy 2002, p.1081). In communication, it is also important to think of how persuasion affects the welfare of stakeholders in general. For instance, the persuasion of tobacco companies is often criticized because they are not considering the impact of tobacco use to the health and productivity of people. An example is when a commercial of tobacco is so effective that it increases tobacco demand. The main problem with this advertisement is that it neglects to remind people that smoking kills smokers and second-hand smokers. This neglect shows that the advertisement is an unethical persuasive model. Thus, it is important to also consider ethics in persuading people, because firms and other groups should properly inform the public also of the negative effects of their products or services.

The consequentialist approach will also be applied to the CIRM. Some of the opponents of CIRM argue about the “slippery slope,” wherein people will consider embryos as objects and not human beings (Adelson & Weinberg, 2010, p.449). Connected to this issue is the concern for commercialization and dangerous manipulation of human genes, which can lead to animal-human genetic combinations and the problems of human cloning (Adelson & Weinberg, 2010, p.447). This is why it is important that in persuading voters, supporters of stem cell research and CIRM asserted that the research will be transparent and focus on honest and welfare-enhancing products and outcomes, as well as through using practices that promote social responsibility. It is crucial for these ethical values to be considered in persuasion, because stem cell research is not an inexpensive and value-neutral concern, and it is essential to be honest and accurate in the claims of the supporters (Pearson et al., 2006, p.509). Wallace provided the context of ethics and communication in a autonomous society and he stressed that speakers must state facts and opinions reasonably and the speaker must disclose his or her sources of information (Pearson et al., 2006, p.509). Bormann added that the audience must have awareness of the speaker’s character also (Pearson et al., 2006, p.509). With these kinds of ethical practices, CIRM can also ensure that it does not provide non-factual information and knowledge and that it also seeks to protect the integrity of the institution.

In terms of commercialization of stem cell research, critics are also wary of how the products of publicly funded research can be abused by the corporate sector and the extent to which commercial interests employ problematic or illegal practices to exploit profits (Adelson & Weinberg, 2010, p.447). When this happens, it is possible, for instance, that the “findings” of one study may be half-baked, and prove to be more harmful, than beneficial, in the future. When this happens, there will be lesser positive effects of the CIRM, which consequential ethics will not favor. Thus, it is also important to make sure that persuasiveness is also supported by an affirmation of its promises. It is not enough to say that stem cell research can benefit humanity. At the same time, CIRM must also assure that in the long run, it stays true to this sacred and ethical promise.

Ethical practices should guide persuasion by making sure that it uses truthful, transparent and honest information and that it assures social responsibility and respect for target audiences. Ethical practice can then help create persuasion with morals, wherein speakers maintain an ethical position, as they make their arguments and even as they pursue their arguments using different media. Persuasion should not only be effective, but it should also be done with morality intact and considerate of the greater welfare of target audiences too.


References

Adelson, J.W. & Weinberg J.K. (2010).The California stem cell initiative: persuasion, politics, and public science. American Journal of Public Health, 100 (3), 446-451.

Baker, S. (2007). A case of covert persuasion. Journal of Mass Media Ethics, 22 (2/3), 221-225.

O'Shaughnessy, N. (2002). Toward an ethical framework for political marketing. Psychology & Marketing, 19 (12), 1079-1094.

Pearson, J.C., Child, J.T., Mattern, J.L., & Kahl, D.H. (2006). What are students being taught about ethics in public speaking textbooks? Communication Quarterly, 54 (4), 507-521.