Ethics in communication THE EDITOR, Sir: o one would doubt the power of the spoken word and there are many that have abused this power - politicians, religious leaders and others. Jim Jones talked hundreds of his followers into committing suicide in the jungles of South America while Adolf Hitler wreaked havoc on the world with his anti-Semitic rhetoric and misrepresentation of facts. The situation has become even more interesting with the emergence of the Internet to complement radio and television as means of mass communication. With all this, the world is crying out for ethical guidelines for all communicators if we are not to be misled by those who seek to exploit and plunder. Listeners, especially children, are vulnerable. Therefore, all communicators are responsible for those who listen to them. Very often, the goals of the communicators are ulterior, as was the case of the examples cited above. To lead a nation to destruction or your followers to mass suicide does not suggest ethicality. Fortunately, history has provided us with better examples than Adolf Hitler and Jim Jones. Nelson Mandela, Marcus Garvey, Martin Luther King and Gandhi, immediately spring to mind. The message of these icons, although founded on racial equality, transcends the latter to encompass liberation in every form and for all people. These men practised what they preached and their personal lives were not in conflict with their ideas. They represented both sides of the issue and did not seek to distort the facts. Ethical communicators must strive to take responsibility for what they say seeking always to be clear and unambiguous. Listeners must feel that you the communicator are honest and impartial. Research both sides of the issue, be objective and validate your means and your ends. It is no good to go the way of the politician who very often provides a quick fix while posing potential long-term disaster. Always remember the ends do not always justify the means. Be ethical in your communication. I am, etc., AINSLEY DEER, MSc, MJIM Managing Director/Senior Consultant
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