The Shadow of Excellence: A Jungian Approach to Public-Relations Ethics

Abstract

The paper suggests that public-relations (PR) ethics might benefit from the ideas of Carl Jung (1875–1961), suggesting wholeness instead of goodness as an ethical foundation. PR ethics are located in professional ethics, highlighting problems with idealized self-images. The possibilities of a Jungian ethic are then explored, with emphasis on the integration of shadow material. Finally, these ideas are tentatively applied to public relations, asking whether the dominance of the Excellent Persona has fueled the shadow of deceit and manipulation. The paper is written from a hermeneutic perspective, viewing professional ethics through a Jungian lens.

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