Ethics in Technical Communication By Lori Allen and Dan Voss Michael Rodger ENGL 393 Sec 501

Lying with Statistics Using words and numbers for deception Using words and numbers for deception Leaving out numbers that don’t serve one’s interest Leaving out numbers that don’t serve one’s interest Manipulating numbers to send a distorted message Manipulating numbers to send a distorted message

Three most common opportunities for deception Invalid survey techniques Invalid survey techniques Misuse of percentages Misuse of percentages Misleading use of averages Misleading use of averages

Surveys Must represent a sufficiently large and representative part of the population Must represent a sufficiently large and representative part of the population Questions must be worded to clearly differentiate between opinions, not to lead respondents to desired responses Questions must be worded to clearly differentiate between opinions, not to lead respondents to desired responses

Survey (example) A group of students surveys residents of a wealthy and predominately elderly community known to oppose tax increases on whether they would support a bond issue for a new football stadium with Astroturf. A group of students surveys residents of a wealthy and predominately elderly community known to oppose tax increases on whether they would support a bond issue for a new football stadium with Astroturf. The students knock on 100 doors The students knock on 100 doors In 95 cases, the homeowners don’t take the survey In 95 cases, the homeowners don’t take the survey

Survey (example continued) In the other 5 cases, one supporter is found, one is opposed, and the other three say “Yes” to get the students to leave. In the other 5 cases, one supporter is found, one is opposed, and the other three say “Yes” to get the students to leave. The result is “Four out of five residents surveyed recommended grassless football stadiums for those high schools that have football stadiums.” The result is “Four out of five residents surveyed recommended grassless football stadiums for those high schools that have football stadiums.”

Percentages Percentages are meaningful only if they are presented along with the base to which they are applied and they can be very misleading. Percentages are meaningful only if they are presented along with the base to which they are applied and they can be very misleading. Example: An executive tells her employees that she will be receiving only a 3 percent raise, while they all receive 6 percent. Example: An executive tells her employees that she will be receiving only a 3 percent raise, while they all receive 6 percent.

Percentages (continued) This sounds great until you allow for the fact that the executive’s raise is 3 percent of $100,000 and the workers’ raise is 6 percent of $20,000. This sounds great until you allow for the fact that the executive’s raise is 3 percent of $100,000 and the workers’ raise is 6 percent of $20,000.

Averages Averages come in three flavors: mean, median, and mode. Averages come in three flavors: mean, median, and mode. Average is computed by adding all the individual values and dividing by the total number of items. Average is computed by adding all the individual values and dividing by the total number of items. Mean gives an honest expression of average when there is a fairly even distribution of values. Mean gives an honest expression of average when there is a fairly even distribution of values.

Averages (continued) When the values are clustered at the extremes of the range, the mean presents a distorted picture. When the values are clustered at the extremes of the range, the mean presents a distorted picture. Median refers to the midpoint among the values: the point at which there are an equal number of items of lesser and greater value. Median refers to the midpoint among the values: the point at which there are an equal number of items of lesser and greater value.

Averages (continued) Mode refers to the individual value that occurs most often. Mode refers to the individual value that occurs most often. Of the three types of averages, the mean offers the most opportunity for deception. Of the three types of averages, the mean offers the most opportunity for deception.

Averages (continued) Example: Suppose you get pulled over by a state trooper on your way home from a party. You might say “Gee, officer, I was only averaging 50 miles an hour!” Example: Suppose you get pulled over by a state trooper on your way home from a party. You might say “Gee, officer, I was only averaging 50 miles an hour!” This may be a true statement. Unfortunately, you achieved that average by going from 0 to 100. This may be a true statement. Unfortunately, you achieved that average by going from 0 to 100.

Lying with Graphics Examples of deliberate deception with charts and figures abound. Examples of deliberate deception with charts and figures abound. Pie charts can lie if the slices do not accurately reflect the percentages. Pie charts can lie if the slices do not accurately reflect the percentages. Line graphs can lie by distorting the axes. Line graphs can lie by distorting the axes. Organization charts can present a misleading picture of the chain of command. Organization charts can present a misleading picture of the chain of command.

Lying with Photographs With appropriate software, one can easily doctor up a picture to make it appear better than it should. With appropriate software, one can easily doctor up a picture to make it appear better than it should. With digital photography pictures can be altered without a trace. With digital photography pictures can be altered without a trace. With this type of photography a company can whisk away any telltale signs of pollution from the smokestacks of a factory when designing the company’s environmental awareness brochure. With this type of photography a company can whisk away any telltale signs of pollution from the smokestacks of a factory when designing the company’s environmental awareness brochure.

Lying with Photographs (continued) Technological advancements have upped the ethical ante for technical communicators. Technological advancements have upped the ethical ante for technical communicators. If the audience is to trust the integrity of the photographs in documents and visual presentations, they will have to depend on the honesty of technical communicators. If the audience is to trust the integrity of the photographs in documents and visual presentations, they will have to depend on the honesty of technical communicators.

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