What ethics for governmental communication? Ethical issues on government public relations / Que ética para a comunicação governamental? Questões éticas nas relações públicas governamentais

Gisela Goncalves, José Manuel Santos


As government is both a public and a political organization the goal of communication can thus be complex. Government communication balances between political marketing and the noble aim of government public relations – inform citizens and promote bidirectional communication. The aim of this article is to discuss the evaluation criteria of political communication, both theoretically and applied, based on the ethics of virtues. Instead of focusing the ethical analysis on the consequences of action (utilitarianism), or on a list of duties (deontological ethics), it is argued that the true foundation of moral life and ethical-political coherence lies in the character of the agent, be it the politician or the public relations professional.



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ISSN: 2174-3681

Prefijo DOI: 10.5783

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