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Universidade Lusófona do Porto

Ethics and Media Responsibility


Present the concepts that constitute the theory of ethics, contextualizing them historically and problematizing them within the scope of their current deontological codifications, within the scope of symptomatic cases identifiable in the practices of Applied Communication and within the challenges of Contemporary.


Applied Communication

Level of Qualification|Semesters|ECTS

| Semestral | 6

Year | Type of course unit | Language

2 |Mandatory |Português



Recommended complementary curricular units

Retórica da publicidade.

Professional Internship



1. Theory of Ethics

1.1 Ethical and Moral: etymological and cultural contextualization

1.2 The conceptual universe of Ethics: good, virtue, character, beauty, value, norm, habit, contingency, freedom

1.3 Paradigms: descriptive ethics, normative ethics, metaethics


2. Media Responsibility

2.1 The historical evolution of the media and the emergence of the modern public sphere

2.2 Ethical tensions: truth and objectivity as problems

2.3 Ethics, Globalization and Multiculturalism


3. Ethics and the field of Applied Communication

3.1 Publicity and public relations: the cosmetics of messages, the fabrication of desire and strategies of seduction

3.2 Persuasion and manipulation: the figure of the "spin doctor" and the ethical limits of communication as a political tool

3.3 The fake news and the phenomenon of populism

3.4 The value of images: visual culture, ideology and ethics

3.5 Codes of ethics and other forms of regulation. Case studies.


- Understand the cultural conditions that accompanied the emergence and the evolution of the modern public sphere, characterizing it as a privileged space for ethical debate.

- Understand the changing dimension of the concept of ethics itself in the light of the constitution of an interconnected, globalized and multicultural information society.

- Analyze, taking into account the professional area of Applied Communication, the ethical nature of media activities related to the strategic work of speech, as well as phenomena that mark the topicality of advertising and political communication.

- Application of the subject matter, through the analysis of codes of ethics and case studies.

Teaching methodologies and assessment

Exposition and discussion of the syllabus, from selected texts and case studies that illustrate the topics under discussion.

Continuous assessment regime.



Aristóteles. (2004). Ética a Nicómaco. Lisboa: Quetzal.

Baudrillard, J. (1980) De la Séduction. Paris: Éditions Galilée.

Bertrand, C.-J. (2002). A Deontologia dos Media. Coimbra: Minerva Coimbra.

Cornu. D. (1997). Éthique de l¿Information. Paris: PUF

Faustino, P. (Org.) (2007). Ética e Responsabilidade Social dos Media. Lisboa: Media XXI/Formal Press.

Habermas, J. (1983). Morale et communication. Paris: Le Cerf.

Jonas, Hans. (1979). O Princípio da Responsabilidade. Lisboa: Contraponto Editora.

Kant I. (2003). Fundamentação da Metafísica dos Costumes. Lisboa: Lisboa Editora.

Russel, B. (1991) A Conquista da Felicidade. Lisboa: Guimarães Editores.

Parsons, P. J. (2008). Ethics in Public Relations. Londres: Kogan Page.

Santos, J. M. (2012). Introdução à Ética. Lisboa: Documenta.

Singer, P. (2016) Ethics in the Real World: 82 Brief Essays on Things that Matter. Princeton: Princeton University Press.

Singer, P. (2002). Um Só Mundo. A Ética da Globalização. Lisboa: Gradiva.

Office Hours

Nome do docente  

Horário de atendimento


Manuel Bogalheiro

10h - 12h - quinta-feira

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