14.1: The Ethics Pyramid
- Page ID
- 308018
This page is a draft and is under active development.
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)The Ethics Pyramid
Ethical speaking involves more than having something to say. It requires thinking about why you are speaking, how you communicate your ideas, and what impact your message may have on others. Elspeth Tilley (2005) describes these responsibilities through the ethics pyramid, which includes three parts: intent, means, and ends. This model encourages speakers to pause, reflect, and make responsible choices before sharing a message with classmates, coworkers, or the public. Whether you are giving a presentation in a college class, speaking at a student club meeting, or interviewing for an internship, ethical communication builds trust and supports respectful dialogue (Fisher, 1984).
Intent is the purpose behind your message. Ethical speakers communicate with goals that are honest, fair, and centered on helping listeners understand or take informed action (Brockriede, 1972). For example, a student giving a speech about financial aid intends to help classmates navigate college costs, not to shame anyone for their economic situation.
Means refers to the sources, language, and methods you use to express your message (Frey, 2019). Ethical speakers avoid plagiarism, choose accurate sources, and use language that respects people from different backgrounds, cultures, genders, and identities. For example, if you cite statistics on student loan debt, you verify the information with credible sources instead of relying on rumors or unverified posts online.
Ends refers to the outcome or impact of your message. Ethical speakers think about both short-term reactions and long-term consequences. Words can empower, educate, and inspire, but they can also spread misinformation or reinforce stereotypes if used carelessly (Tilley, 2005). A speaker addressing topics such as immigration, climate policy, or mental health should consider how the message may influence beliefs and real decisions.
Imagine Maria Nguyen, a first-generation student from San Jose, is giving a speech in support of expanding campus food pantry hours for students who work late shifts. Her intent is to advocate for student wellness and reduce food insecurity. Her means include citing a California Community Colleges basic needs survey, sharing a respectful story about a classmate who skipped meals to pay rent, and avoiding language that blames students for financial hardship. Her ends aim to increase awareness, influence student government, and encourage her audience to support the proposal. By applying the ethics pyramid, Maria makes ethical choices that are accurate, compassionate, and focused on positive change.
Key Takeaways
- Ethical speaking is built on honest intent, respectful methods, and thoughtful outcomes.
- Your voice carries influence, and ethical communication helps build trust.
- The ethics pyramid is a practical tool you can apply in college, at work, and in your community.
Exercises
- Write one sentence explaining your intent for an upcoming speech. Then add one sentence describing how you will keep that intent ethical.
- Choose a statistic on an issue you care about. Verify it using a second credible source and write one sentence explaining why your source is trustworthy.
- List three possible outcomes of your speech. Label each as helpful, neutral, or harmful. Then revise one part of your message to support a more helpful impact.
References
Brockriede, W. (1972). Arguers as lovers. Philosophy and Rhetoric, 5(1), 1–11.
Fisher, W. R. (1984). Narration as a human communication paradigm. Communication Monographs, 51(1), 1–22. https://doi.org/10.1080/03637758409390180
Frey, L. R. (2019). Communication and social understanding. Routledge.
Tilley, E. (2005). The ethics pyramid: Making ethics unavoidable in the public relations process. Journal of Mass Media Ethics, 20(4), 305–320. https://doi.org/10.1207/s15327728jmme2004_6