A Review of the Model for Assessing Moral Principles Quality in Persuasive Communication

Subject Areas : Media Management

Nastaran Pashank ¹ (دانشجوی دکتری مدیریت رسانه، گروه مدیریت رسانه، دانشکدة اقتصاد و مدیریت، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران عهده دار مکاتبات)
Masoud Tarantash ² (دانشجوی دکتری برنامه ریزی شهری و منطقه ای، دانشکده معماری و شهرسازی، دانشگاه شهید بهشتی، تهران، ایران)

Received: 2014-10-06 Accepted : 2014-12-05 Published : 2014-10-23

Keywords: persuasive communication, moral principles, Professional ethics, persuasion, TARES model, public communications.  ,

Abstract :

Professional principles against moral principles claims in connection with persuasion practice, has a long historical background since conflicts between Sophists and Aristotle. Both of professional and ethical principles are observer over the true and false (right and wrong), but have different origin of value judgment. Professional principles shaped by contracts and external resources like business principles, while ethical principles to comply with human inner refer. If persuasion process defined in which persuader with the resort to reason and feeling in the form of rhetoric skills, affect persuadee mentality often to change behavior and force him to practice certain impressed; then follow up these claims(Professional principles against moral principles) to determine priorities and orientation persuasion agents, including mass media, is inevitable. There are many different experiences and techniques for assessing quality of moral principles. The traditional models like duty based ethics model, the veil of ignorance and moral relativity model; and also TARES. This assessment models explain the professional qualities and moral principles for agents and institutions responsible for public communications. Quality of Truthfulness of the message, Authenticity of the persuader, Respect for the persuadee, Equity of the persuasive appeal, and Social Responsibility for the common good; are assessment by TARES and guiding agents and institutions to stop, change or continuing public communications common policies. The problem raised in this paper, the less known the nature of such models in the media and communications in Iran. Due to the nature of the importance of such techniques, a detailed understanding of its functions, following its review of theory and knowledge, and experience, to better understand this model for use in specific circumstances underlying public communications needed in Iran. The main achievement of this paper identifies and explains the main elements and measures related to the use of this model.