The bilingual magazine of the Hong Kong Public Relations Professionals' Association (PRPA) landed on my desk this morning. Adding value - as PR types say - to this month's issue was an article by Prof. Shannon A. Bowen called "Elite Executives in Issues Management: The Role of Ethical Paradigms in Decision Making".
That's a heading with quite a bit of food for thought. It contains words I'm not too fond of, like "issues" (why do Americans have to say "I have self-acceptance issues" when they mean "I can't stand myself"?), words I don't know what they mean, like "paradigms", words that annoy me for no discernible reason, like "executives", and words that I'm quite frankly rather ambivalent about, like "elite".
The problem with "elite" can be simply put. If other people don't consider me as belonging to an elite, then I get pretty miffed. And yet, when I hear the word used of other people, I go all egalitarian and think "Who the hell do they think they are?"
As for "ethical", I've always felt it to be a bit of a fudge word, used by people who're not straightforward enough to say "moral". The kind of word that American lawyers would have invented if Aristotle hadn't got there first.
My feelings about "ethical" are probably complicated by the fact that I have a book sitting on my shelves called Ethics written by A.C. Ewing for the Teach Yourself Books series. It's another of those books I borrowed from a library and never returned.
I never read it either. Lurking under the surface of my psyche was the repressed thought that I'd taught myself enough about ethics by not returning it in the first place.
Shannon presents three ethical paradigms that elite executives subscribe to. They are the material, the utilitarian and the deontological. Now, of course, anyone worth their salt is going to subscribe to the last named: it's got more syllables, it's Greek and no one knows what it means. Perfect for the modern executive whose idea of intellectual achievement is to carry a copy of The Economist into a business meeting.
Of course, as anyone with a Classical education will know, deontological is derived from two Greek words: the word for "tooth" (which can be spelt with an e, as in dentist, or with an o, as in orthodontist, or with both, as above) and logic.
So while the materialist is an egoist and the utilitarian an altruist, the deontologist understands instinctively that reading crappy academic papers in silly magazines is like pulling teeth and chucks the thing in the bin.