Social behavior, individual conduct, moral values, & reaction are human manifestations which is based on large extent on the socio-cultural context. The new media landscape has brought new set of challenges and concerns to public debate a related to communication ethics. Social networks and blogs are nothing more than different channels of expression for what we already do every day: talking to people (Wilding, 2018). The mistake is to think that what we say to someone or comment on in a small circle of friends will remain there. On the contrary, our words are engraved on electronic stone, and this can cause problems. (Catherine Happer, 2013)
It is somewhat right saying that ethical issues linked with communication always remained the subject of heated controversies, but this agenda is still not the hot topic of academic research and scientific institutions (Vallor, 2016). In addition to this as the technology is getting advanced and in particular with the spread of the Internet and online multiple communication opportunities, new problems & ethical challenges have been arising, in professional context, or for all citizens who today they have (or may have) a voice in the public space that they did not have in the past. Increasingly, ethics is not a matter that concerns only professionals or traditional institutions of communication & media but also affecting & involving audiences, increasingly active participants and co-authors of communication processes in the public space, and has become a decisive element in distinguishing what is and is not acceptable, what is or is not correct, what is or is not respectful of human dignity. (Fidalgo, 2014)
The strategic plans dedicated to the development of online marketing incorporate a series of activities on social networks. For communication success, especially when it comes to attracting the company's target audience, reputation is essential to give solidity to a business activity. In this report, analysis is made on five companies related to fitness industry of Australia. These companies are using different social media for communicating with their clients and public and to make any announcement. The most common theme analyzed is related to fitness. Talking about these fitness companies are setting trends through using Facebook, Twitter, and YouTube most of the time considering the ethical responsibility and without violating and social communication terms. The most trending theme is the health fitness, training, and healthy eating.
Catherine Happer, G. P., 2013. The Role of the Media in the Construction of Public Belief and Social Change. Glasgow University Media Group, University of Glasgow, Glasgow, United Kingdom..
Fidalgo, J., 2014. Ethics in communication: introductory note. Universidade do Minho. Centro de Estudos de Comunicação e Sociedade (CECS).
Vallor, S., 2016. Technology and the Virtues: A Philosophical Guide to a Future Worth Wanting. Oxford University Press, New York..
Wilding, D. F. P. M. S. &. M. E., 2018. The Impact of Digital Platforms on News and Journalistic Content. News and Journalistic Content, University of Technology Sydney, NSW. .
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