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Theories about ethics attempt to answer the ancient human question, What is good? They are thereby inextricably linked to morals, values, and customs. In fact the words moral and ethics are not only cross-referenced in most English dictionaries, but the word moral comes from the Latin translation of the Greek word ethics, meaning moral character or custom. Throughout history all cultures have developed particular doctrines or philosophies of the good, many of which are classified in the West along four primary albeit overlapping lines: virtue ethics, which locates the good in virtuous character and qualities; deontological ethics, which locates the good in adherence to duties or principles; ideological ethics, which locates the good in the consequences of actions and choices; and dialogic ethics, which locates the good in the relations between persons. During the 20th century, postmodern ethics, which developed largely in the West, has called these prior ethical systems into question by challenging the value of rules, procedures, systems, and fixed categories for understanding or theorizing ethics. In the field of communication ethics, scholars draw on all these ethical theories to address questions pertaining to issues such as truth, deception, and misrepresentation; propaganda, persuasion and argumentation; hate speech, harassment, and freedom of speech; secrecy, disclosure, and access; group decision making and institutional and corporate responsibility; ideology, hegemony, and justice; and conflict, diplomacy, and judgment, to name only a few.

Virtue Ethics

Most commonly associated with the 5th-century BCE Greek philosopher Aristotle, virtue ethics focuses on the choice, cultivation, and enactment of “virtuous” qualities, such as courage, temperance, truthfulness, and justice in both individuals and civic life. In his foundational Nicomachean Ethics, Aristotle describes how virtue is an expression of character in which we become temperate by doing temperate acts. In the Aristotelian sense, then, ethics is a human activity rather than a creed, principle, or goal. Most religious traditions articulate a number of overlapping virtues, many of which derive in turn from even earlier traditions and cultures. For example, the so-called cardinal virtues of 12th-century Roman Christianity emphasize courage, prudence, temperance, and justice; these were derived from the earlier Greek philosophies of Plato and Aristotle, which in turn derive from far earlier Egyptian wisdom literature (circa 3000 BCE). Similarly, the 5th-century BCE parami-tas of Indian Buddhism stress generosity, patience, honesty, and compassion and are derived in part from virtues articulated in Hindu scriptures that originated around 1000 BCE. Further east, in 5th-century BCE China, both Confucianism and Taoism identified virtues such as empathy, reciprocity, and harmony for the cultivation of ethical personal and civic life. Even the 18th-century American political virtues of Jeffersonian democracy (inscribed in the Declaration of Independence as life, liberty, and the pursuit of happiness) derive in part from the Aristotelian idea of eudaimonia, the happiness caused by living a virtuous life. Outside religious traditions, contemporary Euro-American theorists of ethical virtue, sometimes called neo-Aristotelians, locate virtue variously, for example, in the enactment of intentions and motives (Phillipa Foot, Michael Slote); in practical action, or phronesis (Alisdair Mclntyre); and in the civic value of emotions, especially compassion (Martha Nussbaum).

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