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Yet Seb Hempstead, the Vice President for Brandwatch in North America, warns of companies falling prey to short-lived campaigns embedded in social media. “I'm often surprised when we see how some stories die away very quickly online, like anything else these campaigns are competing for our attention alongside many other distractions on the web,” he says. According to him, overreacting to a fading online campaign may escalate the issue further. That said, Greenpeace and other campaigners have targeted APP for around a decade, and seem set to continue.
The increasing concern for the value dimension of engineering is, at least in part, a result of the attention that the media has given to cases such as the Challenger disaster, the Kansas City Hyatt-Regency Hotel walkways collapse, and the Exxon oil spill. As a response to this concern, a new discipline, engineering ethics, is emerging. This discipline will doubtless take its place alongside such well-established fields as medical ethics, business ethics, and legal ethics. The problem presented by this development is that most engineering professors are not prepared to introduce literature in engineering ethics into their classrooms. They are most comfortable with quantitative concepts and often do not believe they are qualified to lead class discussions on ethics. Many engineering faculty members do not think that they have the time in an already overcrowded syllabus to introduce discussions on professional ethics, or the time in their own schedules to prepare the necessary material. Hopefully, the resources presented herein will be of assistance.