ABSTRACT

The purpose of this qualitative study is to answer calls to examine social media, ethical engagement, and marginalized publics. Findings suggest that strategic communication and public relations professionals ethically engage marginalized individuals on social media by a) embodying an ethic of care emphasizing compassion and respect, b) listening with sensitivity, c) considering marginalized individuals’ unique privacy and anonymity needs, d) ensuring transparency and accuracy of messaging, and e) forging trusting relationships through an embodiment of authenticity. Ultimately, this study suggests that social media practice must continue to advance care-based ethical social media engagement of marginalized publics in ways that relate to them as unique individuals deserving of compassion and empathy – beyond mere codes of ethics or universal, duty-based philosophies.

摘要

这项定性研究的目的是回应有关检查社交媒体、道德参与和边缘化公众的呼吁。调查结果表明，战略传播和公共关系专业人员通过以下方式在社交媒体上以道德方式与边缘化个人互动：a) 体现强调同情和尊重的关怀伦理，b) 敏感地倾听，c) 考虑边缘化个人独特的隐私和匿名需求，d) 确保消息传递的透明度和准确性，以及 e) 通过真实性的体现建立信任关系。最终，这项研究表明，社交媒体实践必须继续推动边缘化公众以关怀为基础的道德社交媒体参与，使他们成为值得同情和同情的独特个体——超越单纯的道德准则或普遍性，