MDM691 Week 2
Project 2 .6
Cultivating Ethical Foundations in Media Design
In the rapidly evolving landscape of media design, the importance of practicing moral reasoning and ethical decision-making cannot be overstated. As branding and communication strategies increasingly rely on digital platforms, the consequences of unethical practices have become more visible and damaging. Snyder (2011) underscores this urgency by advocating for a principled approach to advertising ethics, emphasizing transparency, accountability, and consumer trust. His analysis of deceptive behavioral targeting and controversial campaigns like Groupon's Super Bowl ad illustrates how ethical lapses can erode brand credibility and alienate audiences. These consequences are not limited to advertising alone; they extend to graphic design and social media, where ethical missteps can quickly spiral into public backlash.
Shwedoff (2023) builds on this foundation by calling for a moral code of conduct within the graphic design profession. She argues that designers wield significant influence over public perception and must therefore operate with integrity and social responsibility. Her case for ethical design is particularly relevant in the digital age, where visual communication is instantaneous and far-reaching. Shwedoff references frameworks such as AIGA's Design Business and Ethics series, which promote honesty and inclusivity in design practices. Her emphasis on community and self-reflection aligns with Snyder's call for internal dialogue and top-down ethical leadership, reinforcing the idea that ethical branding is not just a strategic choice; it is a moral imperative.
One of the most illustrative examples of questionable ethics in digital marketing is Burger King UK's 2021 International Women's Day tweet, which read, "Women belong in the kitchen." Intended to promote culinary scholarships for women, the tweet was widely condemned for its tone-deaf execution and lack of context. As Thompson (2024) explains, the backlash was swift and severe, with critics accusing the brand of perpetuating sexist tropes. The incident highlights the dangers of prioritizing shock value over thoughtful messaging and underscores the need for cultural awareness in social media strategy. Thompson recommends integrating CRM tools to monitor brand sentiment and prevent such missteps, reinforcing the role of ethical foresight in digital communication.
The cumulative impact of moral reasoning and ethics in media design extends beyond damage control; it shapes the development and sustainability of a brand. Ethical practices foster trust, loyalty, and emotional resonance, which are essential for long-term success. Snyder (2011) emphasizes that consumers are more likely to engage with brands that demonstrate transparency and respect. Similarly, Shwedoff (2023) argues that ethical design enhances societal well-being and strengthens community ties. When brands operate with integrity, they not only avoid reputational harm but also cultivate meaningful relationships with their audiences.
In conclusion, the media design profession must embrace moral reasoning and ethical standards as foundational principles. The case studies presented, from deceptive advertising to tone-deaf social media campaigns, demonstrate the real-world consequences of unethical behavior. By integrating the insights of Snyder, Shwedoff, and Thompson, branding professionals can build resilient, trustworthy brands that resonate with audiences and contribute positively to the cultural landscape.
References
Shwedoff, Y. (2023, March 1). The case for a moral code of conduct for graphic designers in a digital age. Graphic Design.
Snyder, W. (2011). Making the case for enhanced advertising ethics: How a new way of thinking about advertising ethics may build consumer trust. Journal of Advertising Research, 51(3), 477–483.
Thompson, J. (2024, December 11). Brand fails on social media: Examples & best practices. Business.com. https://www.business.com/articles/social-media-brand-fails/