Social Media Communication Ethics: Principles of the Austrian Ethics Council for Public Relations [Kommunikationsethik in Social Media: Prinzipien des Österreichischen Ethik-Rats für Public Relations]

Name of code

Social Media Communication Ethics: Principles of the Austrian Ethics Council for Public Relations [Kommunikationsethik in Social Media: Prinzipien des Österreichischen Ethik-Rats für Public Relations]

Originator of code

Austrian Ethics Council for Public Relations [PR-Ethik-Rat]

Country

Austria

Original language

German

Year of creation

2013

Type of code

PR

Main frame of accountability

Professional

Transparency

Public

Legal and regulatory context

Non-mandatory

Implementation and enforcement

Voluntary

Diversity

No

AI/automation

No

Abstract

The Austrian Ethics Council for Public Relations acknowledges that social media has transformed communication in our society, giving individuals significant power and influence. This shift has disrupted traditional gatekeeping by mass media outlets, as any published content can now attract attention and contribute to public discourse through digital communication networks. Due to these changes, the Austrian Ethics Council for Public Relations has established three voluntary Principles to guide ethical communication in social media: fairness, respect, and responsibility. Overall, these Principles aim to promote responsible and respectful communication on social networks.

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