17-KEEPING THE BALANCE BETWEEN ETHICS AND EFFECTIVENESS IN COMMUNICATION

KEEPING THE BALANCE BETWEEN ETHICS
AND EFFECTIVENESS IN COMMUNICATION

Brînduşa Maria POPA

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Regional Department of Defense Resources Management Studies,
Brasov, Romania

DOI: 10.64404/JoDRM.2025.2.17

Issue: Vol. 16, Issue 2 (31) / 2025

Abstract

Today’s geopolitics has become more and more complicated, alliances change
and the geopolitical actors shift from the background to the spotlight very quickly.
In such a volatile environment, communication is a critical tool wielded by states
and non-state actors alike. The tension between maintaining communication
ethics—grounded in truth, transparency, and respect—and the urgent demand for
communication efficiency—speed, clarity, and impact—has become increasingly
pronounced. This article analyzes the complex interplay of these forces, with a focus
on the influence of digital technologies, social media and information warfare.
Drawing on case studies of the Russia-Ukraine conflict and global COVID-19
messaging, it tries to illustrate how ethical compromises can undermine efficiency
in the long term and argues for a balanced communication strategy that upholds
ethical standards without sacrificing strategic effectiveness.

Key words:

communication, geopolitics, ethics, efficiency, effectiveness.

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