Communication ethics: The non‐participant's role

The discipline must address a variety of issues concerning the relationship of communication and ethics. The traditional perspective puts major responsibility for the ethical quality of the communication effort upon the source. However, receivers who may act upon the materials presented should wish to exercise a full responsibility. Unfortunately, people generally, as well as our discipline, have ignored the importance of responsibility by those not directly involved in a specific communication act. The central importance of the communication process makes such a stance unacceptable. All of us are ultimately affected by the nature of communication transactions in a family, group, or society, and so must accept responsibility for ensuring a desired ethical quality in all communication.