Ethics principles for social and behavior change communication

The field of social and behavior change communication (SBCC) has a history reaching back to the period of decolonization following World War II. Since that period, much has been learned about theories and methods pertinent to this communication subfield. One topic that has received too little attention is the ethical dimension of SBCC. This paper considers the need for an SBCC code of ethics and justification for such a code. Amartya Sen's capabilities approach and Habermas's discourse ethics are reviewed as substantial contributions to such a justification. Habermas's U and D principles are selected as especially useful when the criteria for communicative action are considered, including criteria related to validity claims and general symmetry conditions. The paper argues that discourse ethics is the most suitable general ethical approach for SBCC, offering both a theoretical foundation for SBCC ethics and guidelines for practice in the field.