Ethical Challenges of Digital Communication: A Comparative Study of Public Relations Practitioners in 52 Countries

Macnamara, J; Hagelstein, J; Volk, S; Zerfass, A; Athaydes, A; Meng, J; Hung-Baesecke, C-YF

Ethical Challenges of Digital Communication: A Comparative Study of Public Relations Practitioners in 52 Countries

Macnamara, J

Hagelstein, J Volk, S Zerfass, A Athaydes, A Meng, J Hung-Baesecke, C-YF

Permalink

Publisher:: USC Annenberg Press
Publication Type:: Journal Article
Citation:: International Journal of Communication, 2024, 18, pp. 1072-1093
Issue Date:: 2024-01-30

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download Accepted versionAdobe PDF (392.13 kB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Macnamara, J https://orcid.org/0000-0003-1387-3882
dc.contributor.author	Hagelstein, J
dc.contributor.author	Volk, S
dc.contributor.author	Zerfass, A
dc.contributor.author	Athaydes, A
dc.contributor.author	Meng, J
dc.contributor.author	Hung-Baesecke, C-YF
dc.date.accessioned	2024-01-30T23:04:06Z
dc.date.available	2024-01-30T23:04:06Z
dc.date.issued	2024-01-30
dc.identifier.citation	International Journal of Communication, 2024, 18, pp. 1072-1093
dc.identifier.issn	1932-8036
dc.identifier.issn	1932-8036
dc.identifier.uri	http://hdl.handle.net/10453/175106
dc.description.abstract	Digitalization is fundamentally changing media ecosystems and posing ethical challenges for media and communication practitioners. One of the professions affected is public relations (PR), which today can analyze target groups based on their digital data traces or spread messages via paid digital channels. Although these practices are effective, they raise ethical concerns. However, it remains unclear whether PR practitioners around the world perceive such practices as morally challenging and whether their perceptions are shaped by individual dispositions or national backgrounds. This study analyzed data collected in 4 cross-national surveys involving 5,970 communication practitioners from 52 countries. Results from multilevel modeling indicate that individual predispositions, that is, personal values and beliefs and age, influence ethical perceptions far more than national context. These findings are interpreted as an indicator of the ongoing globalization of PR ethics, which presumably leads to similar perceptions in different regions.
dc.language	en
dc.publisher	USC Annenberg Press
dc.relation.ispartof	International Journal of Communication
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	1902 Film, Television and Digital Media, 1903 Journalism and Professional Writing, 2001 Communication and Media Studies
dc.subject.classification	4701 Communication and media studies
dc.title	Ethical Challenges of Digital Communication: A Comparative Study of Public Relations Practitioners in 52 Countries
dc.type	Journal Article
utslib.citation.volume	18
utslib.for	1902 Film, Television and Digital Media
utslib.for	1903 Journalism and Professional Writing
utslib.for	2001 Communication and Media Studies
pubs.organisational-group	University of Technology Sydney
pubs.organisational-group	University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
pubs.organisational-group	University of Technology Sydney/Faculty of Arts and Social Sciences/School of Communication
utslib.copyright.status	open_access	*
pubs.consider-herdc	true
dc.date.updated	2024-01-30T23:04:05Z
pubs.publication-status	Published
pubs.volume	18

Abstract:

Digitalization is fundamentally changing media ecosystems and posing ethical challenges for media and communication practitioners. One of the professions affected is public relations (PR), which today can analyze target groups based on their digital data traces or spread messages via paid digital channels. Although these practices are effective, they raise ethical concerns. However, it remains unclear whether PR practitioners around the world perceive such practices as morally challenging and whether their perceptions are shaped by individual dispositions or national backgrounds. This study analyzed data collected in 4 cross-national surveys involving 5,970 communication practitioners from 52 countries. Results from multilevel modeling indicate that individual predispositions, that is, personal values and beliefs and age, influence ethical perceptions far more than national context. These findings are interpreted as an indicator of the ongoing globalization of PR ethics, which presumably leads to similar perceptions in different regions.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/175106