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Publication
Ethics in public relations: dilemmas and practices in the Icelandic context
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de mestrado_39037 | 1.68 MB | Adobe PDF |
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Abstract(s)
Este estudo investiga como os profissionais de relações públicas na Islândia percebem, enfrentam e resolvem dilemas éticos no seu dia a dia. Com base numa metodologia qualitativa, a pesquisa utiliza entrevistas semi-estruturadas e três estudos de caso conceituais para explorar o panorama ético da prática de RP islandesa. Os resultados principais revelam dilemas relacionados com lealdade, transparência, desinformação, greenwashing e conflitos entre valores pessoais e profissionais. O estudo destaca a utilidade de teorias e modelos éticos como o modelo simétrico de Grunig, a Caixa de Potter e o modelo de equilíbrio reflexivo de Bowen. Conclui-se que o contexto islandês – pequeno e interconectado – intensifica os dilemas éticos, mas também proporciona um terreno fértil para práticas mais reflexivas e relacionais. A tese oferece uma contribuição relevante para a escassa literatura sobre ética em RP nos países nórdicos, sublinhando a importância do diálogo contínuo, da educação ética e da liderança responsável.
This study explores how public relations specialists in Iceland perceive, navigate, and resolve ethical dilemmas in their everyday practice. Using a qualitative methodology, the research draws on semi-structured interviews and three conceptual exemplars to examine the ethical landscape of Icelandic public relations. Key findings reveal that PR professionals encounter dilemmas involving loyalty, transparency, misinformation, greenwashing, and conflicting personal and professional values. The study highlights the relevance of ethical theories (e.g., deontology, utilitarianism, virtue ethics) and frameworks in guiding practice. Results suggest that Iceland's small and interconnected society amplifies ethical tensions, while also offering opportunities for reflective and relational approaches. The thesis contributes to the limited literature on PR ethics in Nordic contexts and emphasizes the need for ongoing ethical dialogue, education, and leadership.
This study explores how public relations specialists in Iceland perceive, navigate, and resolve ethical dilemmas in their everyday practice. Using a qualitative methodology, the research draws on semi-structured interviews and three conceptual exemplars to examine the ethical landscape of Icelandic public relations. Key findings reveal that PR professionals encounter dilemmas involving loyalty, transparency, misinformation, greenwashing, and conflicting personal and professional values. The study highlights the relevance of ethical theories (e.g., deontology, utilitarianism, virtue ethics) and frameworks in guiding practice. Results suggest that Iceland's small and interconnected society amplifies ethical tensions, while also offering opportunities for reflective and relational approaches. The thesis contributes to the limited literature on PR ethics in Nordic contexts and emphasizes the need for ongoing ethical dialogue, education, and leadership.
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Keywords
Relações públicas Ética Dilemas éticos Transparência Desinformação Ética da virtude Public relations Ethics Ethical dilemmas Transparency Misinformation Virtue ethics