Relativism, Cultural and Moral - Business Ethics

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Relativism, Cultural and Moral


Norman E. Bowie

Cultural relativism is a descriptive claim that ethical practices differ among cultures; that, as a matter of fact, what is considered right in one culture may be considered wrong in another. Thus, the truth or falsity of cultural relativism can be determined by examining the world. The work of anthropologists and sociologists is most relevant in determining the truth or falsity of cultural relativism, and there is widespread consensus among social scientists that cultural relativism is true. 

Moral relativism is the claim that what is really right or wrong is what the culture says is right or wrong. Moral relativists accept cultural relativism as true, but they claim much more. If a culture sincerely and reflectively adopts a basic moral principle, then it is morally obligatory for members of that culture to act in accordance with that principle. 

The implication of moral relativism for con duct is that one ought to abide by the ethical norms of the culture where one is located. This position is captured by the popular phrase: ‘‘When in Rome, do as the Romans do.’’ Relativists in ethics would say: ‘‘One ought to follow the moral norms of the culture.’’ In terms of business practice, consider this question: ‘‘Is it morally right to pay a bribe to gain business?’’ The moral relativist would answer the question by consulting the moral norms of the country where one is doing business. If those norms permit bribery in that country, then the practice of bribery is not wrong in that country. How ever, if the moral norms of the country do not permit bribery, then offering a bribe to gain business in that country is morally wrong. The justification for that position is the moral relativist’s contention that what is really right or wrong is determined by the culture. 

Is cultural relativism true? Is moral relativism correct? As noted, many social scientists believe that cultural relativism is true as a matter of fact. But is it? 

First, many philosophers claim that the ‘‘facts’’ aren’t really what they seem. Early twentieth century anthropologists cited the fact that in some cultures, after a certain age, parents are put to death. In most cultures such behavior would be murder. Does this difference in behavior prove that the two cultures disagree about fundamental matters of ethics? No, it does not. Suppose the other culture believes that people exist in the afterlife in the same condition that they leave their present life. It would be very cruel to have one’s parents exist eternally in an unhealthy state. By killing them when they are relatively active and vigorous, you ensure their happiness for all eternity. The underlying ethical principle of this culture is that children have duties to their parents, including the duty to be concerned with their parents’ happiness as they approach old age. This ethical principle is identical with our own. What looked like a difference in ethics between our culture and another turned out, upon close examination, to be a difference based on what each culture takes to be the facts of the matter. This example does, of course, support the claim that as a matter of fact ethical principles vary according to culture. However, it does not support the stronger conclusion that underlying ethical principles vary according to culture. 

Cultures differ in physical setting, in eco nomic development, in the state of their science and technology, in their literacy rate, and in many other ways. Even if there were universal moral principles, they would have to be applied in these different cultural contexts. Given the different situations in which cultures exist, it would come as no surprise to find universal principles applied in different ways. Hence, we expect to find surface differences in ethical behavior among cultures even though the cultures agree on fundamental universal moral principles. For example, one commonly held universal principle appeals to the public good; it says that social institutions and individual behavior should be ordered so that they lead to the greatest good for the greatest number. Many different forms of social organization and individual behavior are consistent with this principle. The point of these two arguments is to show that differences among cultures on ethical behavior may not reflect genuine disagreement about underlying principles of ethics. Thus, it is not so obvious that any strong form of cultural relativism is true. 

But are there universal principles that are accepted by all cultures? It seems so; there does seem to be a whole range of behavior, such as torture and murder of the innocent, that every culture agrees is wrong. A nation state accused of torture does not respond by saying that a condemnation of torture is just a matter of cultural choice. The state’s leaders do not respond by saying, ‘‘We think torture is right, but you do not.’’ Rather, the standard response is to deny that any torture took place. If the evidence of torture is too strong, a finger will be pointed either at the victim or at the morally outraged country: ‘‘They do it too.’’ In this case the guilt is spread to all. Even the Nazis denied that genocide took place. What is important is that no state replies that there is nothing wrong with genocide or torture. 

In addition, there are attempts to codify some universal moral principles. The United Nations Universal Declaration of Human Rights has been endorsed by the member states of the UN, and the vast majority of countries in the world are members of the UN. Even in business, there is a growing effort to adopt universal principles of business practice. In a recent study of inter national codes of ethics, Catherine Langlois and Bodo B. Schlegelmilch (1990) found that although there certainly were differences among codes, there was a considerable area of agreement. William Frederick has documented the details of six international compacts on matters of international business ethics. These include the aforementioned UN Universal Declaration of Human Rights, the European Convention on Human Rights, the Helsinki Final Act, the OECD Guidelines for Multinational Enterprises and Social Policy, and the United Nations Con duct on Transnational Corporations (in progress) (Frederick, 1991). The Caux Roundtable, a group of corporate executives from the United States, Europe, and Japan, are seeking worldwide endorsement of a set of principles of business ethics. Thus, there are a number of reasons to think that cultural relativism, at least with respect to basic moral principles, is not true, that is, that it does not accurately describe the state of moral agreement that exists. This is consistent with maintaining that cultural relativism is true in the weak form, that is, when applied only to surface ethical principles. 

But what if differences in fundamental moral practices among cultures are discovered and seem unreconcilable? That would lead to a discussion about the adequacy of moral relativism. The fact that moral practices do vary widely among countries is cited as evidence for the correctness of moral relativism. Discoveries early in the century by anthropologists, sociologists, and psychologists documented the diversity of moral beliefs. Philosophers, by and large, welcomed corrections of moral imperialist thinking, but recognized that the moral relativist’s appeal to the alleged truth of cultural relativism was not enough to establish moral relativism. The mere fact that a culture considers a practice moral does not mean that it is moral. Cultures have sincerely practiced slavery, discrimination, and the torture of animals. Yet each of these practices can be independently criticized on ethical grounds. Thinking something is morally permissible does not make it so. 

Another common strategy for criticizing moral relativism is to show that the consequences of taking the perspective of moral relativism are inconsistent with our use of moral language. It is often contended by moral relativists that if two cultures disagree regarding universal moral principles, there is no way for that disagreement to be resolved. Since moral relativism is the view that what is right or wrong is determined by culture, there is no higher appeal beyond the fact that culture endorses the moral principle. But we certainly do not talk that way. When China and the United States argue about the moral rights of human beings, the disputants use language that seems to appeal to universal moral principles. Moreover, the atrocities of the Nazis and the slaughter in Rwanda have met with universal condemnation that seemed based on universal moral principles. So moral relativism is not consistent with our use of moral language. 

Relativism is also inconsistent with how we use the term ‘‘moral reformer.’’ Suppose, for instance, that a person from one culture moves to another and tries to persuade the other culture to change its view. Suppose someone moves from a culture where slavery is immoral to one where slavery is morally permitted. Normally, if a person were to try to convince the culture where slavery was permitted that slavery was morally wrong, we would call such a person a moral reformer. Moreover, a moral reformer would almost certainly appeal to universal moral principles to make her argument; she almost certainly would not appeal to a competing cultural standard. But if moral relativism were true, there would be no place for the concept of a moral reformer. Slavery is really right in those cultures that say it is right and really wrong in those cultures that say it is wrong. If the reformer fails to persuade a slaveholding country to change its mind, the reformer’s antislavery position was never right. If the reformer is successful in persuading a country to change its mind, the reformer’s antislavery views would be wrong – until the country did in fact change its view. Then the reformer’s antislavery view would be right. But that is not how we talk about moral reform. 

The moral relativist might argue that our language should be reformed. We should talk differently. At one time people used to talk and act as if the world were flat. Now they don’t. The relativist could suggest that we can change our ethical language in the same way. But consider how radical the relativists’ response is. Since most, if not all, cultures speak and act as if there were universal moral principles, the relativist can be right only if almost everyone else is wrong. How plausible is that? 

Although these arguments are powerful ones, they do not deliver a knockout blow to moral relativism. If there are no universal moral principles, moral relativists could argue that moral relativism is the only theory available to help make sense of moral phenomena. 

An appropriate response to this relativist argument is to present the case for a set of universal moral principles, principles that are correct for all cultures independent of what a culture thinks about them. This is what adherents of the various ethical traditions try to do. The reader will have to examine these various traditions and determine how persuasive she finds them. In addition, there are several final independent considerations against moral relativism that can be mentioned here. 

First, what constitutes a culture? There is a tendency to equate cultures with national boundaries, but that is naive, especially today. With respect to moral issues, what do US cultural norms say regarding right and wrong? That question may be impossible to answer, because in a highly pluralistic country like the United States, there are many cultures. Furthermore, even if one can identify a culture’s moral norms, it will have dissidents who do not sub scribe to those moral norms. How many dissidents can a culture put up with and still maintain that some basic moral principle is the cultural norm? Moral relativists have had little to say regarding criteria for constituting a culture or how to account for dissidents. Unless moral relativists offer answers to questions like these, their theory is in danger of becoming inapplicable to the real world. 

Second, any form of moral relativism must admit that there are some universal moral principles. Suppose a culture does not accept moral relativism, that is, it denies that if an entire culture sincerely and reflectively adopts a basic moral principle, it is obligatory for members of that culture to act in accord with that principle. Fundamentalist Muslim countries would reject moral relativism because it would require them to accept as morally permissible blasphemy in those countries where blasphemy was permitted. If the moral relativist insists that the truth of every moral principle depends on the culture, then she must admit that the truth of moral relativism depends on the culture. Therefore the moral relativist must admit that at least the principle of moral relativism is not relative. 

Third, it seems that there is a set of basic moral principles that every culture must adopt. You would not have a culture unless the members of the group adopted these moral principles. Consider an anthropologist who arrives on a populated island: How many tribes are on the island? To answer that question, the anthropologist tries to determine if some people on some parts of the island are permitted to kill, commit acts of violence against, or steal from persons on other parts of the island. If such behavior is not permitted, that counts as a reason for saying that there is only one tribe. The underlying assumption here is that there is a set of moral principles that must be followed if there is to be a culture at all. With respect to those moral principles, adhering to them deter mines whether there is a culture or not. 

But what justifies these principles? A moral relativist would say that a culture justifies them. But you cannot have a culture unless the members of the culture follow the principles. Thus it is reasonable to think that justification lies elsewhere. Many believe that the purpose of morality is to help make social cooperation possible. Moral principles are universally necessary for that endeavor.


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