Cultural Relativism, Globalization, and Organizational Ethics

Understanding Cultural Relativism

In The Elements of Moral Philosophy, James and Stuart Rachels discuss Cultural Relativism and its implications for the objectivity of moral truth. This concept emphasizes that defining cultural customs as right or wrong can lead to prejudice since ethical standards are deeply rooted in their respective cultures.

Key Claims of Cultural Relativism

1. 1. Different societies have different moral codes.
   2. A society’s moral code defines what is considered right or wrong within that society.
   3. There is no objective standard to judge one society against another.
   4. The moral code of our society holds no special status; it is just one among many.
   5. It is ignorant to judge other cultures; tolerance is essential.

By embracing these claims, we acknowledge the norms set by society and practice tolerance. However, what happens when these norms come from a foreign society and are deemed intolerable? Rachels suggests that we accept our cultural norms as paramount within our society. This leads to the question: What if a foreign state infiltrates our cyber borders to alter societal ethics in favor of its interests?

Reevaluating Acceptable Norms

How do we improve our ethics when some societal norms become unacceptable? We must strive for progress, aligning our society with its ideals. This perspective promotes a transcendence of cultural relativism, allowing for social reform that seeks to enhance ethical standards.

Cultural Relativism broadens our understanding by highlighting that personal feelings are often shaped by cultural conditioning (Rachels, 2014, p. 32). It fosters values supporting open-mindedness, human rights, and the welfare of individuals. However, in practice, cultural ethics can divide us, leading to ongoing challenges in intercultural communication.

Organizational Ethics in a Global Context

Despite cultural divides, unity can exist within organizations. Global companies exemplify shared cultural values and ethics that, while differing in perspective, often resonate across borders.

Defining Culture and Ethics

Bradford Hall, in Culture, Ethics, and Communication, provides a comprehensive definition of culture based on three approaches:

1. 1. A code or system of values, meanings, and ideals that shapes behavior and common sense.
   2. A conversation of shared experiences that help overcome common challenges.
   3. An equivalent to a community or group of people.

Hall identifies three reasons why the relationship between culture and ethics is problematic:

1. 1. Culture is not merely common sense but involves individual belonging, which can trigger defensive responses.
   2. Universalism and relativism work together to define ethical systems.
   3. Issues of ethics and culture are tied to identity and have personal and emotional implications.

The Role of Ethical Communication

Hall emphasizes that understanding how communication relates to norms and values shapes ethical systems. Intercultural connections can be established through ethical communication, fundamentally transforming identities.

In chapter 12 of Intercultural and Multicultural Communication, Johannesen advocates for transcultural ethics rooted in universal rather than religious principles. He references the Dalai Lama’s perspective, which promotes ethical living independent of religious faith. Core ethical virtues—such as love, compassion, and tolerance—are essential human qualities that can combat negative social behaviors.

Core Virtues in Global Marketing

Murphy’s article, “Character and Virtue Ethics in International Marketing,” concludes that five core virtues (integrity, fairness, trust, respect, and empathy) are essential for global marketing. These virtues grow stronger through practice rather than mere discussion. Murphy highlights subtle differences in how organizational leadership defines these virtues, emphasizing that the significance, rather than the differences, matters.

I contend that virtue ethics will increasingly influence global marketing. Through globalization, social media, and interconnectedness, a universal set of basic values may emerge that transcends cultural boundaries.

Principles of Cross-Cultural Communication Ethics

In the final part of chapter 12, Deni Elliot outlines five principles of cross-cultural communication ethics that promote collective good, respect for individualism, and cultural diversity. These principles are crucial not only for the growth of individual ethics but also for fostering organizational values:

1. 1. Recognize common needs and interests.
   2. Agree on what is considered intolerable.
   3. Value diversity over conformity.
   4. Listen to and respect nondominant cultures (minorities).
   5. Prioritize the needs of the most vulnerable when compromises cannot be met.

References

Johannesen, R. L., Valde, K. S., & Whedbee, K. E. (2008). Ethics in human communication. Long Grove, IL: Waveland Press.

Rachels, J., & Rachels, S. (2014). The elements of moral philosophy (8th ed.). McGraw-Hill Humanities Social.

Hall, B. J. (1997). Culture, ethics, and communication. In F. L. Casmir (Ed.), Ethics in intercultural and international communication (pp. 11-42). Mahwah, NJ: Erlbaum.

Zaharna, R. S. (2000). Intercultural communication and international public relations: Exploring parallels. Communication Quarterly, 48(1), 85-100.

Murphy, P. E. (1999). Character and virtue ethics in international marketing: An agenda for managers, researchers, and educators. Journal of Business Ethics, 18, 107-124.