Dissecting moral judgements: Using moral foundation theory to advance the contingency continuum |
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| Affiliation: | 1. College of Communication & Information Sciences, The University of Alabama, Box 870172, 297A Reese Phifer Hall, Tuscaloosa, AL 35487, USA;2. Communication Department, 501 College Ave., Wheaton, IL 60187;1. University of Missouri, School of Journalism, 140 Walter Williams Hall, Columbia, MO 65211, United States;2. Clemson University, Department of Communication, College of Behavioral, Social and Health Sciences, 116 Edwards Hall, Clemson, SC 29634, United States;1. Department of Communication, The University of Texas at San Antonio, 1 UTSA Circle, San Antonio, TX 78249, USA;2. Department of Communication, Utah Valley University, 800 West University Parkway, Orem, UT 84058, USA;1. School of Economics and Management, Huazhong Agricultural University, China;2. Artificial Intelligence in Management Institute, EMLYON Business School, France;3. School of Management, Xi’an Jiaotong University, China;4. System Behavior and Management of Xi’an Jiaotong University, China;5. Shaanxi Logistics Group Logistics Science and Technology Innovation Integrated Development Research Center of Xi’an Jiaotong University, China;1. School of Communication, Hong Kong Baptist University, Hong Kong Special Administrative Region;2. Department of Communications and New Media, Faculty of Arts and Social Sciences, National University of Singapore, Singapore;3. School of Communication, Hong Kong Baptist University, Hong Kong Special Administrative Region;4. Lee Kong Chian School of Business, Singapore Management University, Singapore |
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| Abstract: | Incorporating Moral Foundation Theory, this study introduces an enhanced Contingency Continuum to advance the Contingency Theory of Strategic Conflict Management by dissecting the origins of conflict formation. The enhanced Contingency Continuum treats conflict as a function of moral judgment based on which people judge right and wrong. This study explores how an event’s moral implication could be deconstructed into the enhanced Contingency Continuum and contribute to the formation of a conflict through a case study of Harvey Weinstein’s scandal. Our analysis and findings of the case were then validity-tested in an extensive verification interview with a practitioner/educator who has been in the PR field for more than 40 years. Three attributions of how the enhanced Contingency Continuum could advance the Contingency Theory are identified and summarized as a three-step-cyclic model, Moral Attitude Dynamic Model (MADM) to fully exploit the potential of the enhanced Contingency Continuum on managing not only moral conflicts but also conflicts that lack resolution such as long-standing social controversial issues. |
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| Keywords: | Contingency theory Moral foundation theory Conflict Management Issue Management |
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