Targeting a Broken Heart
Added on 2023-04-21
7 Pages1943 Words484 Views
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Running head: TARGETING A BROKEN HEART
TARGETING A BROKEN HEART
Name of the student
Name of the university
Author note
TARGETING A BROKEN HEART
Name of the student
Name of the university
Author note
1
TARGETING A BROKEN HEART
1. Introduction
The article sheds light on a research undertaken by Facebook researchers. The topic of
the research was “What Mends a Broken Heart on Facebook” (Scu.edu, 2019). The research
targeted the behavior of users from France, Poland, the Netherlands, the United Kingdom, and
the United Arab Emirates who had been through break up of late. The findings of the study
revealed, amongst other things, the gap between the break up and the announcement on
Facebook. The article further talked about the other research results that included the kind of
words men and women used in the 60 days prior and 60 days post breakup. However, the focus
was on the way Facebook encouraged the marketers to to use the behavior patterns of these users
to market their products or services. the use of subheads like “What it means for marketers” and
“How can brands be a part of the journey to help mend people’s broken hearts?”, demonstrates
the way the site is providing opportunities for companies to earn profit (Scu.edu, 2019).
2. Utilitarianism
Jeremy Bentham and John Stuart Mill pioneered the utilitarian approach to ethics
according to which, any action is ethical if it results in positive outcomes for the majority of
people. Hursthouse (2013) defines utilitarianism as the approach that “advocates the promotion
of welfare, counting everyone’s welfare equally”. In simple terms, utilitarianism promotes
behavior that yields positive outcomes for all in equal proportion.
In this perspective, Facebook’s attempt to mine the post of its users to help its clients is
ethical because it benefits both the parties. On one hand, the broken users could find solace in
Facebook chatting with friends, picking up travel packages at affordable prices while on the
other, the companies could benefit from it. Users who have recently broken up might want to
TARGETING A BROKEN HEART
1. Introduction
The article sheds light on a research undertaken by Facebook researchers. The topic of
the research was “What Mends a Broken Heart on Facebook” (Scu.edu, 2019). The research
targeted the behavior of users from France, Poland, the Netherlands, the United Kingdom, and
the United Arab Emirates who had been through break up of late. The findings of the study
revealed, amongst other things, the gap between the break up and the announcement on
Facebook. The article further talked about the other research results that included the kind of
words men and women used in the 60 days prior and 60 days post breakup. However, the focus
was on the way Facebook encouraged the marketers to to use the behavior patterns of these users
to market their products or services. the use of subheads like “What it means for marketers” and
“How can brands be a part of the journey to help mend people’s broken hearts?”, demonstrates
the way the site is providing opportunities for companies to earn profit (Scu.edu, 2019).
2. Utilitarianism
Jeremy Bentham and John Stuart Mill pioneered the utilitarian approach to ethics
according to which, any action is ethical if it results in positive outcomes for the majority of
people. Hursthouse (2013) defines utilitarianism as the approach that “advocates the promotion
of welfare, counting everyone’s welfare equally”. In simple terms, utilitarianism promotes
behavior that yields positive outcomes for all in equal proportion.
In this perspective, Facebook’s attempt to mine the post of its users to help its clients is
ethical because it benefits both the parties. On one hand, the broken users could find solace in
Facebook chatting with friends, picking up travel packages at affordable prices while on the
other, the companies could benefit from it. Users who have recently broken up might want to
2
TARGETING A BROKEN HEART
seclude to a place where they could find peace and experience new things. The firms make use of
this opportunity to advertise their services with the help of Facebook. Facebook also mines the
post of its users to see if anyone is about to break up and then makes suggestions to its clients to
put an ad on its platform.
Another characteristic of utilitarianism is that it focuses on the outcomes and hence, it is
also regarded as a fraction of consequentialism. The theory holds that the best ethical choice
taken is the one where most number of people receives the good. The outcome of the research on
breakup that Facebook conducted on its platform is most likely to be positive for most number of
people. At first, it would provide the newly singles an opportunity to forget their pain by
discovering new places and experiences and secondly, it would help the companies, profit from
the increasing sale. While earning profit, the companies also contribute towards helping someone
in distress. Therefore, from the utilitarianism perspective, the mining of users’ posts for helping
marketers is ethical.
3. Deontology Theory
According to this theory, any action or behavior is ethical if it is done with the right
intention. As opposed to the utilitarian approach, deontology does not focus on the outcome
rather it focuses on the action itself. Immanuel Kant is regarded as the father of this theory.
According to him and other philosophers, manipulating people is an unethical practice because it
demeans their stature to objects, which is not right. The philosophers also state that using people
without their consent is a violation of human dignity.
In case of Facebook mining users’ posts for serving its clients, it is evident that the
company does not value users’ consent. The company uses the vulnerable feelings of its users to
TARGETING A BROKEN HEART
seclude to a place where they could find peace and experience new things. The firms make use of
this opportunity to advertise their services with the help of Facebook. Facebook also mines the
post of its users to see if anyone is about to break up and then makes suggestions to its clients to
put an ad on its platform.
Another characteristic of utilitarianism is that it focuses on the outcomes and hence, it is
also regarded as a fraction of consequentialism. The theory holds that the best ethical choice
taken is the one where most number of people receives the good. The outcome of the research on
breakup that Facebook conducted on its platform is most likely to be positive for most number of
people. At first, it would provide the newly singles an opportunity to forget their pain by
discovering new places and experiences and secondly, it would help the companies, profit from
the increasing sale. While earning profit, the companies also contribute towards helping someone
in distress. Therefore, from the utilitarianism perspective, the mining of users’ posts for helping
marketers is ethical.
3. Deontology Theory
According to this theory, any action or behavior is ethical if it is done with the right
intention. As opposed to the utilitarian approach, deontology does not focus on the outcome
rather it focuses on the action itself. Immanuel Kant is regarded as the father of this theory.
According to him and other philosophers, manipulating people is an unethical practice because it
demeans their stature to objects, which is not right. The philosophers also state that using people
without their consent is a violation of human dignity.
In case of Facebook mining users’ posts for serving its clients, it is evident that the
company does not value users’ consent. The company uses the vulnerable feelings of its users to
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