Multicultural ethics and diversity discourse

Abstract

Purpose – Responses to diversity management have resulted in disappointment to many organizations (Cox, 2001). Previous work has situated rational for diversity in deontological ethics by equality scholars, while the business case for diversity has commonly rested on utilitarian ethics (van Dijket al., 2012). The purpose of this paper is to examine a possible shift in rational for diversity – to explore if and how the ethic of care has been utilized in the diversity statements of companies earning recognition as one of the “100 Best Companies to Work For” in 2012. Design/methodology/approach – This study utilized visual rhetoric analysis and was designed to examine multiple elements of these diversity statements as published in the company web sites, including presence of the ethic of care, visual communication, and logistics. Findings – Of note are the results of the presence of the ethic of care as a primary or secondary rationale in 70 percent of the statements studied. Statistically significant results were found in the number of images of people from diverse backgrounds, as well as levels pleasantness and activation of the tone of the ethics statements. Originality/value – This study contributes to a better understanding of identifiable characteristics of these diversity statements at organizations which have been identified by their employees and the Great Place to Work Institute.

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