Video Case Study
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6-2d Relativist Perspective
From the relativist perspective (Definitions of ethical behavior are derived subjectively from the experiences of individuals and groups) , definitions of ethical behavior are derived subjectively from the experiences of individuals and groups. Relativists use themselves or the people around them as their basis for defining ethical standards, and the various forms of relativism include descriptive, meta-ethical, and normative. Descriptive relativism (Relates to observations of other cultures) relates to observations of other cultures. Different cultures exhibit different norms, customs, and values, but these observations say nothing about the higher questions of ethical justification. At this point meta-ethical relativism comes into play. Meta-ethical relativism (Proposes that people naturally see situations from their own perspectives, and there is no objective way of resolving ethical disputes between different value systems and individuals) proposes that people naturally see situations from their own perspectives, and there is no objective way of resolving ethical disputes between different value systems and individuals. Simply put, one cultures moral philosophy cannot logically be preferred to another’s because no meaningful basis for comparison exists. Because ethical rules are embedded in a specific culture, the values and behaviors of people in one culture do not generally influence the behaviors of people in another culture.
Finally, at the individual level of reasoning, we have normative relativism (The assumption that one person’s opinion is as good as another’s) . Normative relativists assume one person’s opinion is as good as another’s.
Basic relativism acknowledges that we live in a world in which people have many different views and bases from which to justify decisions as right or wrong. The relativist looks to the interacting groups and tries to determine probable solutions based on group consensus. When formulating business strategies and plans, for example, a relativist would try to anticipate the conflicts that might arise between the different philosophies held by members of the organization, suppliers, customers, and the community at large.
The relativist observes the actions of members of an involved group and attempts to determine that group’s consensus on a given behavior. A positive consensus signifies that the group considers the action to be ethical. However, such judgments may not remain valid forever. As circumstances evolve or the makeup of the group changes, a formerly accepted behavior may come to be viewed as wrong or unethical, or vice versa. Within the accounting profession, for example, it was traditionally considered unethical to advertise. However, advertising has now gained acceptance among accountants. This shift in ethical views may be the result of the increase in the number of accountants that led to greater competition. Moreover, the federal government investigated the restrictions accounting groups placed on their members and concluded that they inhibited free competition. Consequently, advertising
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is now acceptable because of the informal consensus that emerged on this issue in the accounting industry.
One problem with relativism is it emphasizes peoples’ differences while ignoring their basic similarities. Similarities across different people and cultures—such as beliefs against incest, murder, and theft, or beliefs that reciprocity and respect for the elderly are good—may be hard to explain from the relativist perspective. Additionally, studies suggest relativism is negatively correlated to a person’s sensitivity to ethical issues. Thus, if someone is a relativist, he or she will be less likely to detect issues with an ethical component. On the other hand, managers with high relativism may show more commitment to completing a project. This indicates that relativism is associated with dedication to group values and objectives, leading to less independent ethical decision making.
If Midwest Hardware salesperson Sam Colt was a relativist, he would attempt to determine consensus before deciding whether to tell his prospective customer about the bolts’ defect rate. The relativist Sam Colt would look at his company’s policy and at the general industry standards for disclosure. He might also informally survey his colleagues and superiors as well as consult industry trade journals and codes of ethics. Such investigations would help him determine the group consensus that should reflect a variety of moral philosophies. If he learns company policy and industry practice suggest discussing defect rates with those customers for whom faulty bolts may cause serious problems, he may infer there is a consensus on the matter. As a relativist, he probably would inform the bridge contractor that some of the bolts may fail, perhaps leading to a bridge collapse in the event of an earthquake. Conversely, if he determines that the normal practice in his company and the industry is not to inform customers about defect rates, he would probably not discuss the bolt defect rate with the bridge contractor.
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