Developing Your Own Code of Ethics

Developing Your Own Code of Ethics

By the end of this course, students will be able to:Describe how you would develop your own personal code of ethical conduct as a photographer

START

Your Own Code:

This lesson will be a little different than previous lessons. In this lesson, you will be choosing your own adventure as we explore the possible outcomes of ethical decisions. You will be presented with a scenario and given options to choose your response or reaction. You can take this lesson multiple times to explore the outcomes of the other choices. Be sure to only change slides by selecting your choice or "next scenario" until you reach the congrats slide.

Let's go!

Scenario 1: Getting Started in Photography

You are a new professional photographer and want to start growing your business taking family portraits. But there are already so many other photographers that you don’t know how to break into the business. You decide that your best option is to offer your photoshoots at a discounted rate.To make up the difference, you decide to offer a host of ‘extras’ for your photoshoot. The extras include the cost for digital releases, outfit changes during the photoshoot, and photo edits.

OPTION 1a - Advertise your photoshoot low price and start booking clients

OPTION 2a - Advertise all your prices, including the cost of the extras

You book several clients and they come expecting to have a few outfit changes during the photoshoot. You tell them the base package only covers a single outfit and no changes, but if they pay $50 more they can get an outfit change. They get upset that they weren’t told in advance, but go ahead and pay the fee. However, this adds an extra half an hour to your photoshoot time and it’s getting closer to another appointment.

OPTION 2b- The family wants to pay for another outfit change, but you know it will take more time and you have another appointment so you cancel.

OPTION 1b - The family wants to pay another $50 for a third outfit change, and you gladly take their money.

The family takes even longer to change and you are now officially late to your next photo shoot. The second family is upset when you arrive and refuses to pay for any extras. They leave you a very negative review online. The first family also leaves a bad rating because you weren’t up front about your pricing. LESSON: Be transparent about your pricing and what you include for each price!

Next scenario

The family understands that you have time constraints. You wrap up the first photoshoot and are barely on time to your second appointment. Because you were rushed in getting to your second appointment you make mistakes and have to spend much more time editing photos to correct errors you made during the photoshoot. The first family only gives you three stars on their online review and point out they weren’t happy with the extra surprise fees. The second family also provides a less-than-glowing review because you took too long in getting them their finished photos and didn’t seem that attentive during their session. LESSON: Be transparent about your pricing and what you include for each price!

Next scenario

Your flyer and online advertisements clearly spell out what is allowed at each pricing level. This allows you to plan back-to-back photoshoots with enough time to allow for multiple outfit changes. All of the clients you book leave glowing five-star reviews for you online. This allows you to rate higher when people search for photographers in the area. Within a few weeks you are able to end your “sale” price and start charging at a rate that is comparable to other professional photographers in your area.

Next scenario

Scenario 2: Documentary Photography

You are working on taking pictures for an art show that focuses on homelessness in your community. Your goal is to capture the day in the life of people who are living on the streets. One of the people you take pictures of is “George.” George agrees to you taking his picture and signs a release form. George tells you his life story and that he ended up homeless by choice and he talks about his struggle with depression, but says he has money in the bank he just prefers to be outside. The art show is being sponsored by a group that is focused on medical debt and is looking for a series of images they can take on the road for fundraisers for their cause.

OPTION 2b - You use George in your photo gallery and your captions tell his story of mental health problems, but you leave out what he said about having money in the bank and that living on the streets is what he says he prefers.

OPTION 1a - You use George in your photo gallery display, your captions tell viewers he is homeless by choice and he struggles with depression.

The sponsor of the organization thinks George is the perfect story to represent their organization. They see his struggles with mental health as a symbol of the problems in healthcare and believe George wouldn’t be homeless if he had the money to pay for treatment. They pay you to display the photo gallery at fundraisers across the country and ask you to speak at the events. They begin to promote this as the face of mental health in America.

OPTION 1b - You accept the invitation and continue to tell George’s story and begin to focus on his mental health problems and leave out any details that might mitigate the reaction to your photo gallery.

OPTION 2b- You accept the invitation, but clarify that George claims to have money, but says he prefers life on the streets.

George’s story becomes a cause people start to rally behind. Eventually a national news network picks up on the art exhibition and decides to track George down. When they find George he’s upset that he’s become a symbol. He sets the record straight with the TV crew that he prefers to live on the streets and doesn’t want to be the face of a mental health campaign. He says claims he’s a symbol of a failing health care system are exaggerated because he goes to the doctor regularly. The TV report causes a sharp fall in donations to the organisation that sponsored the original photo exhibition. The group sues you for misrepresentation of George’s story. You lose other contracts with nonprofit organisations to take pictures for their fundraising campaigns. LESSON: Be transparent and honest about your work. Misrepresenting your subjects may pay off in the short term, but can backfire on you in the long run.

Next scenario

Your photo gallery is well received. The group organizing the exhibition is impressed with your photos. Even though he is homeless by choice the sponsor believes his struggles with depression support their mission and they offer to pay you to exhibit the gallery at various fundraisers around the country. You continue to speak about George’s life, but let people know he is homeless by choice, even if it is a difficult life sometimes. You are eventually contracted by other advocacy organizations to take pictures for their projects and become known for your honest and compassionate dealings with marginalized populations.

Next scenario

Scenario 3: Newsworthy

You are hired to take a picture of a well known political family. The picture is meant to dispel rumors that the political figure is in poor health. The political figure has recently had surgery and there is a visible scar on their face. The political figure is concerned if people see the scar they will not vote for him in an upcoming election because they will believe he is in poor health.You sign a non-disclosure agreement with the politician to not reveal what is said at the photoshoot and that you don’t say anything about the scar.

OPTION 2a - You pose the politician in a way that reduces the visibility of the scar. It isn’t visible in your finished photos.

OPTION 1a - You take the pictures of the politician and their family. Anytime the scar is visible you use Photoshop to blur over the scar and make it less noticeable.

Scenario 3: Newsworthy

The picture is picked up by local news organizations and the public conversation becomes about how healthy the politician looks following the known surgery.However, within a few days the internet kicks into high gear and local conspiracy theorists start pointing out how the image looks like it was edited. They point out several inconsistencies with your image and past images of the politician. A news organization reaches out to you and asks you if the image is real.

OPTION 2b - You refer all questions about the photo to the politician.

OPTION 1b - You admit that you used Photoshop to remove the scar to the news organization.

Scenario 3: Newsworthy

The politician releases the photo and the public conversation focuses on how healthy he looks following the known surgery.Online critics of the politician note that the politician is facing away from the camera and it appears to be strategically posed. They question if something is amiss. News organizations reach out to you about the authenticity of the photo and ask you to clarify why you posed the politician the way you did.

OPTION 2c - You refer all questions about the photo to the politician.

OPTION 1c - You admit that you staged the image to decrease the appearance of the scar, but that the photo is authentic.

A scandal erupts and the politician is put further into the spotlight. The press and public begin to question the health of the political figure. The question becomes what else are they hiding if they used Photoshop to cover up a routine surgical scar. The politician files a lawsuit against you for violating the terms of the non-disclosure agreement and talking about the photoshoot and the scar. You now have the reputation of a photographer who uses Photoshop and are unable to sell any more pictures to news organizations. Lesson: Be transparent in your photo editing. If you are editing for art removal tools are acceptable. When pictures plan to be released to the press you must be much more careful about limiting your digital editing. Also be mindful when signing an NDA. You must abide by the terms of the contract or risk legal consequences.

Next scenario

Rumors continue to circulate online and eventually the politician is spotted in public with the visible scar. The politician is forced to confront the scandal and admits he knew it was edited out of the portrait released to the press. This becomes a political problem for the politician. You now have the reputation of a photographer who uses Photoshop and are unable to sell any more pictures to news organizations. Lesson: Be transparent in your photo editing. If you are editing for art removal tools are acceptable. When pictures plan to be released to the press you must be much more careful about limiting your digital editing.

Next scenario

A scandal erupts and the politician is put further into the spotlight. The press and public begin to question the health of the political figure. The question becomes what else are they hiding. The politician threatens to a lawsuit against you for violating the terms of the non-disclosure agreement and talking about the photoshoot and admitting there was a scar. However, they do not follow through with the lawsuit because the scandal quickly fades. It becomes more difficult for you to book high-profile clients. However, you are still able to maintain your reputation and continue selling your photos to news organizations. Lesson: Be transparent in your photo editing. If you are editing for art removal tools are acceptable. When pictures plan to be released to the press you must be much more careful about limiting your digital editing. Also be mindful when signing an NDA. You must abide by the terms of the contract or risk legal consequences.

Next scenario

Rumors continue to circulate online and eventually the politician is spotted in public with the visible scar. The politician is forced to confront the scandal and admits he knew it was edited out of the portrait released to the press. This becomes a political problem for the politician. However, you are recognized as a professional photographer. You didn’t edit the image so news organizations will still purchase your photos. You never disclose anything about the photoshoot, but warn future public figures about the need for more transparency when releasing images to the press.

Next scenario

CONGRATULATIONS!

Hopefully you enjoyed these ethical scenarios. In real life, there may be times when a bad ethical decision doesn’t cause you any harm. Or you may see other people using poor ethics and prospering. Eventually bad ethical decision making catches up to everyone. Your reputation will survive you taking a bad picture. You will not always be able to recover financially or professionally if you make a bad ethical decision. It’s important to think through potential situations as a student so you can develop your own standards and be able to apply them when you become a professional.