Charles Sturt University - Computing: Targeting a Broken Heart Essay

This essay examines the ethical considerations of the case study "Targeting a Broken Heart," focusing on how companies utilize data, particularly from social media platforms like Facebook, to target individuals experiencing emotional distress after breakups. The analysis delves into four classical ethical theories: utilitarianism, deontology, virtue theory, and contract theory. The essay explores the implications of these theories on the practices of data collection, privacy, and the potential manipulation of vulnerable individuals. It argues that the company's actions raise significant ethical concerns, particularly regarding the violation of privacy, the potential for emotional exploitation, and the breach of user contracts and ethical norms. The conclusion underscores the importance of prioritizing user safety, data privacy, and ethical business practices in the context of social media and data analytics.

SCHOOL OF COMPUTING AND MATHS, CHARLES STURT UNIVERSITY
Targeting a Broken Heart
Assignment 3: Applying Ethical Theory
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Word count : 1500

Targeting a Broken Heart
Table of Contents
Introduction...............................................................................................................1
Utilitarianism theory..................................................................................................1
Deontology theory.....................................................................................................2
Virtue theory..............................................................................................................2
Contract theory..........................................................................................................3
Conclusion.................................................................................................................3
References.................................................................................................................5
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Targeting a Broken Heart
Introduction
The case which is selected for this paper is “targeting a broken heart”. By considering this case it
can be analyzed that researchers of the company consider the detail insights which can be
considered by evaluating issues. In this focus is given on how the breakup can influence the
people behavior (Markkula Center for Applied Ethics, 2018).
This paper emphasizes on the case related with targeting of broken heart and this case will be
elaborated or discussed by focusing on the theories like Utilitarianism, deontology, virtue and
contract theory.
Utilitarianism theory
This theory is concerned with utilitarian that can be evaluated in context to various perceived
goods. The rule in this case states that perceived goods should be taken into consideration. By
emphasizing on the present scenario, the rule of utilitarian can contradict with the entire process
of data collection and also there are various concepts which are considered. It has been seen that
this also states that how individuals are managing their activities related to Facebook. In this
theory moral happiness of the people is taken into consideration and it is important to consider
principles so that it can be easy to consider the right act (Lucas, Van Wee & Maat, 2016).
Also in context to the theory, it can be stated that individual faces problems which are related to
living standard and it make the individual feel sad. By considering the case, it has been seen that
people focuses on minimizing the sadness related to breakup by taking into consideration the use
of Facebook or any other social media sites. Facebook provide option to post status on their
wall and by posting the post people share their feeling. But it has also been seen that it
sometimes enhances the feeling of sadness within the people as it see the previous post. By
focusing on the social media sites it has been seen that it reminds of the sadness when the see
their earlier post which they posted when they are sad (Vaughn, 2015).
There are ICT ethical norms which emphasizes on the personal post of the person which should
not be considered by the other people. But through Facebook it can easy for the other individual
to see the post of the individual and also there are many people who transfer the information to
the companies and just because of this breaching of information takes place. There are
individuals who take into consideration other sources so that their sadness can be reduced.
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Targeting a Broken Heart
People go for shopping and also travel to new places so that they can change their mindset. It is
necessary for the company to focus on maintaining security so that perception can also be taken
into consideration. It is also the responsibility of the people to focus on safeguarding the personal
information so that it cannot be used of the other people (Bakshy, Messing & Adamic, 2015).
Deontology theory
In this theory the focus is given on encouraging the people to select the best action but they do
not choose only for their benefit. In this theory the emphasis is given on maintaining the
relations so that morality and duty of the people can be maintained (Holyoak & Powell, 2016).
On the starting stage, it can be analyzed that individuals can consider various hurdles but then it
can be easy to achieve positive outcome. The correct actions can assist the company to attain
positive results. If the actions which offer advantages are taken into consideration then it can
also adversely affect the entire future activities. It can enhance the issue of the people who are
living in the society (Edel, 2018).
In the present era, it can be seen that with the help of Facebook it can be easy for the people to
feel good and they can easily distract themselves at the time of breakup. So, in relation to the
concept it has been seen that it is not ethical and also it reflects on the breaching of the entire
rules. The company is also providing important information to the organizations who are
concerned in relation to marketing and advertising for achieving benefit. In this context it can
also be considered as one of the legal offense (Jin, 2015). There are various companies who are
providing offers to the individuals which can help to achieve pleasure. The person also relies that
this issue can take place in various ways. The company do not have right to play with the
emotions of the people so that they can easily earn profits. It can be stated as the act which is
unethical (Hartman, DesJardins & MacDonald, 2014).
Therefore, it has been seen that Facebook and social media focuses on considering the security of
the individual by considering various concepts and policies. Also it is important to focus on
considering the activities which can impact the belief of the individuals.
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Targeting a Broken Heart
Virtue theory
This theory is relates with the few people who emphasize on the virtual philosophy. It is
important to search for the happiness for the people from their actions which are not ethical. Also
it can be stated that people who are good can easily achieve success in the future. It can be
achieved by emphasizing on the ethical act. This theory also states that there are many virtues
which are concerned with honesty and courage (West, 2018).
The case also tells that Facebook should focus on considering the effective use of the necessary
data so that it can be simple to attain benefits. This is also known as unethical and also this
theory relates to the act which is right or do not emphasize on the work which is already done.
The company is taking the private information of the people and also they are emphasizing or
playing with the emotions of the people. The theory does not focus on the wrong act but it has
the relation with social media. It is necessary for the social media sites to maintain faith in the
lives and it should not emphasize on the giving wrong terms and conditions.
Contract theory
There are many policies that is important to be considered by the people. It is necessary for the
people to take into consideration the rules and regulations so that it can be easy to maintain their
living in the society. It is also necessary to focus on the paper work so that contract can be made.
When the Facebook account is started then there are various rules which is important to be
considered by the individuals.
Therefore, it can be seen that manipulation of the rules should not be done so that the person can
achieve success. So, the action which is considered by the company is also unethical. It is
necessary for the individual to focus on maintaining safety at the time of using social media. It
should not take into consideration the relations of the other as it can hamper the relation of the
customers. It can also give impact on the overall market share of the company just due to high
level of competition in the market. Therefore, it is necessary for the team of the company to
focus on considering the rules so that it can be simple to maintain the safety of the users. If
privacy of the customers is not maintained then it can adversely affect the image of the company
and can impact the share of the company in the market. It is necessary to maintain privacy so
that it can be easy to achieve success in the competitive market and also it can help to attain
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Targeting a Broken Heart
goals. If privacy of the individual is maintained then it can be simple to enhance the satisfaction
level of the users.
Conclusion
By analyzing the paper it can be concluded that Facebook and social media should try to
maintain safety of the people so that it can be easy to maintain privacy. They are only thinking
of themselves to achieve profits and growth. So, in this relation it has been stated that it is not
ethically right and also the impact can been seen on the data of the customers. The customers
who are using the services of the company should be satisfied with the services of the company
so that it can be easy to complete the activities on time. It is necessary for the users to focus on
the personal data of the people so that security can take place of the employees. It is necessary
for the companies to focus on maintain the safety by considering the privacy of the employees so
that the risk that are taking place can be minimized. The relation with the customers can also be
hampered if the data of the users is leaked or given to the third party.
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Targeting a Broken Heart
References
Bakshy, E., Messing, S., & Adamic, L. A. (2015). Exposure to ideologically diverse news and
opinion on Facebook. Science, 348(6239), 1130-1132.
Edel, A. (2018). Ethical Theory and Social Change. Routledge.
Hartman, L. P., DesJardins, J. R., & MacDonald, C. (2014). Business ethics: Decision making
for personal integrity and social responsibility. New York: McGraw-Hill.
Holyoak, K. J., & Powell, D. (2016). Deontological coherence: A framework for commonsense
moral reasoning. Psychological bulletin, 142(11), 1179.
Jin, C. H. (2015). The role of Facebook users’ self-systems in generating social relationships
and social capital effects. New Media & Society, 17(4), 501-519.
Lucas, K., Van Wee, B., & Maat, K. (2016). A method to evaluate equitable accessibility:
combining ethical theories and accessibility-based approaches. Transportation, 43(3),
473-490.
Markkula Center for Applied Ethics, (2018).Targeting a Broken Heart, Retrieved from
https://www.scu.edu/ethics/focus-areas/internet-ethics/resources/targeting-a-broken-
heart/ on 16/8/2018
Vaughn, L. (2015). Doing ethics: Moral reasoning and contemporary issues. WW Norton &
Company.
West, A. (2018). After virtue and accounting ethics. Journal of Business Ethics, 148(1), 21-36.
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