Weblogs, or blog, are rapidly becoming a mainstream technology in the information world. By June 2008, Technorati, an internet search engine, was indexing 112.8 million blogs and over 250 million pieces of tagged social media. Blogs allow millions of people to easily publish their ideas and millions more to read and evaluate and comment on them. When bloggers write things on their blog they became public. Although bloggers use blogs for many different functions and would likely provide many different definitions of blog (Stutzman, 2004), as we have seen, many bloggers perform journalistic functions. Therefore most moral code for bloggers is credibility in a journalistic sense (Blood, 2002; Dube, 2003), but they are nonprofessional without such code. Generally, blog audiences are built on trust, so bloggers should be honest and fair in gathering, reporting and interpreting information. For example, bloggers should disclose every benefit to any monetary (or other potentially conflicting) interests when appropriate. However, there has been almost no talk about this kind of ethics in the blog world. This study designed three ethical scenarios of blogger behavior against ethics code. Scenarios include blogger promoted her favorable food without disclosure conflict of interests, post other people’s entries without referencing material, and decoding other bloggers’ picture. The purpose of current research was to examine the perception of moral intensity and how the perception directly affected the specific processes of moral decision making of bloggers related to three scenarios.
The Influence of Moral Intensity on Moral Decision Making