Katz's The Ethics of Expediency

In his article, Katz discussed the ethics of expediency and "technological expediency" where those engaged in technical communication are only concerned with the end and not how they have arrived at that end. Ethics has been a topic we have discussed throughout the semester, especially when referring to good and bad rhetoric, noble and base rhetoric. Katz is mainly talking about deliberative rhetoric, or rhetoric dealing with action to be taken in the future.

Katz uses Nazi Germany as an example of this expediency, more specifically he analyzes a technical document written by Just during the war. In the document, Just outlines how to exterminate Jews more effectively. The document, from a technical writing standpoint, is a perfectly written document. It is clear and concise, written without emotion. And it does serve its purpose. The question becomes, how could something like this actually happen? How do ethical considerations not become part of the equation?

For Katz, the Germans did not see what they were doing as wrong. Ethics are defined by the culture and Germany during this time thought they were doing the right thing. It seems to be no different than radical Islams who plot for the death and downfall of Western culture. Their culture has allowed for this to become ethical and the norm.

I do not see how we can go about fixing this ethical dilemma. I mean, we can ensure that we look at the big picture when writing a technical document. We can look at who is going to be effected by or writing and plan accordingly. But as far as combatting this problem beyond our personal experiences, it seems unlikely. Culture is so embedded that it seems like an impossible task to undertake.

Ethics in Communication

As I was reading the final section of our textbook about ethics, I was reminded of the field that I aspire to pursue my career in when I graduate. Advertising has been looked upon negatively for as long as I can remember. The talks always start with how advertisers use persuasion (and base rhetoric) to sell products to consumers that do not need them. In our world of excess consumption, are we really at the mercy of advertisers? Have they, through the use of unethical practices, turned us into the wasteful society that we have become?

While I maintain that not all advertising is noble, good rhetoric, I do think that some of the responsibility lies in the consumer. Are we not able to think for ourselves? I think that it is unfair to blame others for something we we are partially to blame. That being said, some advertisers do use unethical practices. I just hope that one day I am not put on the account for a cigarette company. I am confident that there is no way to ethically advertise a product that kills people.

I think the clear problem in the industry is outlined very well in the quotes on page 369. Communication becomes unethical when they are unclear in what exactly they are trying to communicate for a reason, and that reason being that they want to be unclear. That allows people to be mislead more easily.

I believe this stigma associated with advertising will be hard to shake. It will take many years of the industry practicing noble rhetoric before people will begin to trust advertising once again.

Cover Letter

After reading Graber's article on The Basics of Cover Letters, I am more confident that the cover letters I am writing are effective.  While the tone of the letter may seem over confident, I believe the opposite.  The tone is professional (especially for the industry), confident and polite.  I use powerful, direct language to emphasize my concrete examples.  I also completely avoid catch phrases and express a willingness to relocate, which shows my dedication to the job.  I do not make any outlandish claims and avoid misrepresenting myself.  Every sentence in the letter only enhances my candidacy.  Overall, the article was helpful because it made me realize that I do have the right idea when writing cover letters.  Here is the cover letter I wrote for an internship I applied for last summer. 

 

Ms. Mary Ellen Gordon
Account Executive, Solomon Says, Inc.

Dear Ms. Gordon,

Working with Greenville Drive Baseball last summer was exciting, you never knew what was around the corner. Regardless, I never would have dreamed that a trip to the restroom would end in a 15 minute conversation with the great Roger Clemens. One minute I am calling in the lineups to Major League Baseball and the next I am drinking a Coke with a future Hall of Famer. Like professional sports, I understand the fast-paced lifestyle and unpredictable nature of the advertising business. I understand you are looking to hire an intern/account coordinator for the summer. Following are three reason why I am the perfect candidate for the position.

I have relevant market experience. The past summer I lived at West End Field, home to the Boston Red Sox Single-A Greenville Drive. While days may not begin until early afternoon, work was done well into the night especially if we were lucky enough to play a double header. Most days at least one person could be heard saying "it's a great day for baseball, let's play two." My days were filled with putting together press kits, conducting interviews with coaches and players for the gameday program, and developing promotional materials for our customers. As a media relations intern, my main objective was to get fans into the seats, much like Solomon Say's goal to help deliver a significant Return on Investment to your clients.

I know your clients. Being from the Atlanta area, I am not only aware of many of the clients you currently hold, but I am one of their customers. I have seen plays at the Alliance Theatre, I shop at The Avenue, and we have all had our travels take us through Hartsfield International Airport. Being a customer, I have the insight that could help in delivering a consistent brand strategy.

I am flexible and dedicated. I would love to relocate back to Atlanta for an opportunity to not only gain experience in advertising but to make a positive contribution to Solomon Says, Inc.

I understand the need for a consistent, relevant and attention grabbing brand strategy in today's business environment. Your clients expect it, as do their customers.

I am confident that Solomon Says will immediately benefit with me as part of your team as an account coordinator.

Regards

Brandon Watt
Clemson University '08
Marketing
678-699-7149

Enclosure