A ética na comunicação digital: reflexões e contribuições do profissional de relações públicas sobre o limite ético do direito de imagem

Abstract

This work brings a reflection on Brazilian legislation, especially on the code of ethics of the Public Relations professional and the challenges of the communication professional in monitoring technological development and what covers the digital environment. The objective of this work is to develop guidelines that help the Public Relations professional on the ethical limits that can guide the exercise of the profession in the digital field, taking into account individual privacy and the possible social impacts of this practice in the contemporary digital context. This research had as its theoretical basis the use of exploratory research, questionnaires and action research, resulting in the guidelines. The choice of this theme is justified by its relevance and timeliness, with the internet as a great ally in the communication process; in addition, the low number of works on this topic available in the academic collections was essential for the decision of the focus of this work. Finally, the work brings four guidelines for Public Relations professionals, in order to achieve the objective desired at the beginning of the work: to reduce the problem encountered in situations that involve ethics in the sharing of images in the digital environment.