National Communication Association

The National Communication Association is a professional association which focuses on communication as a field which studies media, modes and other forms of communication through scientific, social, humanistic and aesthetic inquiry (Morreale, 2007). National Communication Association serves its members including teachers, scholars, and practitioners by supporting their interest in communication research, teaching as well as enabling them to get the required certification as professional members. With an aim of promoting and fostering ethical and free communication, the association appreciates the need of communication in both private and public life, as well as the role of communication to solve problems and improve human lives (Musambira, 2000). The association further appreciates and supports the diversity and inclusiveness within the workplaces, membership and in different faculties. The code of conduct for this association highlights the importance of ethics as the foundation of professional communication. The association believes that communication as a profession is guided by values such as fairness, integrity, social and professional responsibility, honesty, confidentiality, openness, respect for oneself and freedom of others as well as an equal opportunity (National Communication Association, 1999). These values are meant to manifest through publications, teaching, research and relationships with colleagues and then the entire society. This code of conduct together with the guidelines are meant to remind people in the field of communication about the ethical standards that are expected from them as they highlight ethical responsibilities and relevant issues in the discipline, enhance public discussion and personal reflection of the moral implications of its disciplinary practices and goals and highlight the moral characteristics and traits which should be considered by professionals in the communication discipline. Teachers in the discipline of communication are also expected to have sufficient knowledge for them to teach what they understand in an accurate manner and act as role models for their students (Berko, Morreale, Cooper & Perry, 1998). Looking keenly into the code of conduct of the National Communication Association, the features that constitute the code can be summarized into responsible thinking, proper decision making as well as good relationships with colleagues and the society. Whereas the code of conduct points on fundamental values that are required to achieve professionalism in communication, this paper establishes that the code does not emphasize on what is considered as unethical communication and instances under which unethical communication may be useful to the members of the public. According to Musambira (2000), sometimes, unethical communication can be useful in the short run. For example, sharing or publishing information based on rumors or without certified source may sometimes be considered as unethical. Even so, if the information is in public interest then it may be shared or published without being considered unethical. In other words, motive as an element has not been deeply mentioned despite its importance in critical circumstances in communication. In this paper's view, the code of conduct for the NCA does not overemphasize on the principles or guidelines that constitute the code. The code highlights fundamental values under which it is founded. In essence, communication is supposed to enlighten, to educate and help find a solution to human problems. For this reason, if the information being passed or the communication itself is not based on truthfulness, openness, and integrity or on the other values highlighted by the code, then the communication may end up causing more harm than good (Morreale, 2007). In that light, the code has properly balanced the values and the guidelines that propel its members to achieve its intended goal and to achieve the mission. All the elements pointed out by the code are essential for ethical communication. Members of this association have got a moral obligation to adhere to the ethical practices of communication. The society is particularly concerned with freedom of communication and the responsibility that comes with it. Ethical communication should govern people's interaction with one another. With the ever-changing world and the dynamic nature of communication discipline, the code of conduct for this association may be subjected to future modification. For now, the code is properly structured and the obligation of those in communication discipline remains to adhere to the ethical behaviors as long as they are members. Considering my own relationship with this code of conduct, I find it useful for those who are in the field of communication and who want to excel in their practice. The principles and guidelines set forth for this code is the foundation of effective communication. Even though it may not be easy to adhere to all the principles, it is important to apply most of them if one is aiming at excelling in communication. For example, as a communication practitioner, it may sometimes be difficult to adhere to the principle of confidentiality especially if the information I am sharing or publishing is highly controversial and attracts legal questions.  For instance, if a terrorist owns up and is willing to be privately interviewed with the condition of hiding his identity, it may be difficult for me to stick to the rule of confidentiality especially if he is being hunted by the police. This is an example of a dilemma in which some journalists find themselves. In that situation, I feel morally obliged to provide the police with the information they need to find the terrorist and help keep peace but I am also tied with the professional ethics and especially the principle of confidentiality. One way to get out of such situations is to discuss the situation with other colleagues to find out what they think about it. One on one communication with all the interested parties would help to unlock the dilemma involved.

References

Berko, R. M., Morreale, S. P., Cooper, P. J., & Perry, C. D. (1998). Communication standards and competencies for kindergarten through grade 12: The role of the National Communication Association. Communication Education, 47(2), 174-182. Morreale, S. P. (Ed.). (2007). The competent speaker speech evaluation form. National Communication Association. Musambira, G. W. (2000). Top convention paper productivity in the US: Analysis of national communication association (NCA) and international communication association (ICA) awards 1994–1998. National Communication Association. (1999). NCA credo for ethical communication. Retrieved November, 22, 2004.