ABSTRACT
Moral sensitivity requires an individual to be attuned to social situations and the potential interpretations of words and actions. Online and digitized media offer an environment for promoting a commodity devoid of interpersonal engagement or social context. The use of an automated response system provides a seemingly personalized series of promotional offerings. Consistent with the postmodern framework of consumer and commodity, the practice of coaching is presented as a means of personal gain, and coach training is offered as a means of income and lifestyle. Quality and qualifications are addressed in vague terms and a potential client is unable to access specific details useful to make an informed choice. The profession of coaching and ethical codes in the field center priority on client and client service, coach competency, and qualifications.
