The Potter Box is an ethical framework used to make decisions by utilizing four categories

which Potter identifies as universal to all ethical dilemmas. Potter was a theologian when he
developed this moral reasoning framework. The Potter Box uses four dimensions of moral
analysis to help in situations where ethical dilemmas occur: Facts, Values, Principles, and
Loyalties as described below. The Potter Box consists of a few simple steps, which can be
completed in any order. You may also move between the steps several times before an adequate
decision is made. The steps are numbered for simplicity's sake, and it may help you to organize
the steps into quadrants (Cliff Christens came up with this idea).
Definition / Facts
The definition stage of the Potter Box concerns the facts of the issue at hand. Here is where the
analyst should set out all facts without making judgments or hiding any facts. Example: Using a
photograph of a car wreck to promote safe driving, making it visible to the target viewers.
Values
At this stage the analyst should state and compare the merits of different values to acknowledge
the influences on decision-making. By referring to the specific concerns of the individuals
involved, it allows the analyst to identify differences in perspectives. We may judge something
according to aesthetic values (harmonious, pleasing), professional values (innovative, prompt),
logical values (consistent, competent), sociocultural values (thrift, hard work), and moral values
(honesty, nonviolence).
Example (continued)- Will the shock value of the images encourage safe driving habits? Will the
images stir up potentially disturbing memories for certain people?
Why? The London station valued legal orderliness. US newspaper the operating professional
value was not to suppress news. Each value influences our discourse and reasoning on moral
questions
Principles

Principii etice

Principles are ethical philosophies or modes of ethical reasoning that may be applicable to the
situation. By considering the values stated above from several ethical philosophies, the decisionmaker is better equipped to understand the situation. The following are some of the ethical
philosophies that may be utilized under this segment of Potter's Box:

Aristotle's Golden Mean. Aristotle's Golden Mean defines moral virtue as a middle state
determined practical wisdom that emphasizes moderation and temperance.

Confucius' Golden Mean. Confucius' Golden Mean is more commonly known as the
compromise principle and says moral virtue is the appropriate location between two
extremes.

Kant's Categorical Imperative. Kant's Categorical Imperative dictates that you must do
unto others what you would want them to do unto you, or to act as if your personal decisions
and actions could become universal law.

Mill's Principle of Utility. John Stuart Mill's Principle of Utility dictates that we must
seek the greatest happiness for the greatest number of people.

Rawls' Veil of Ignorance. John Rawls' Veil of Ignorance asks us to assume we don't
know which stakeholder position we would find ourselves in, removing our personal
interests from the analysis.

Agape Principle. This principle, also known as the Judeo-Christian, 'Persons as Ends'
principle, emphasizes love for our fellow humans and the golden rule. He stresses that when
we love our neighbors, we shall seek to do good to them, therefore, we should love fellow
humans the same way we love ourselves.

These help link concrete options to overarching principles, getting us to think about our own
basic values.

The tv station- principle of other-regarding that ment protecting the victims right to privacy
The newspaper invoked truthtelling as an ehical imperative, do the greatest good for the greatest
number, even if innocent people such as the murderers families might be harmed.
Loyalties
Loyalties concern who the decision-maker has allegiances or loyalties to. For example, in
journalism, the first allegiance is always to the public. Other allegiances a journalist might have
would be to his or her employer, industry organizations or co-workers. Are we more concerned
about being true to our own values or about the effectiveness of the campaign? Is the "greater
good" more important than the "golden mean"?
The station acted sympathetically toward the juvenile offenders
The newspaper- for its readership in general

Understanding Values
To understand the Potter Box method, you must first understand types of Values categorized that
influence Ethical behavior:
Professional. Proximity, Firstness, Impact/ magnitude, Recency, Conflict, Human Interest,
Entertainment, Novelty, Toughness, Thoroughness, Immediacy, Independence, No prior restraint,
Publics right to know
Moral Values. Truth-telling, Humanness, Justice/fairness, Freedom, Independence, Stewardship,
Honesty, Nonviolence, Commitment, Self-control
Aesthetic. Harmonious, Pleasing, Imaginative
Logical. Consistent, Competent, Knowledgeable
Socio-cultural. Thrift, Hard work, Energy, Restraint

Five Categories of Obligation

1. Duty to ourselves
2. Duty to clients / subscribers / supporters
3. Duty to our organization or firm
4. Duty to professional colleagues
5. Duty to society
Principiul de la care pornete Kant este acela c fiecare persoan n parte trebuie s se
comporte ca i cum ceea ce fac ar putea deveni valoare universal. Pentru el, cel mai important

lucru sunt bunele intenii. Deontologismul abordrii asupra moralitii se bazeaz pe faptul de a
fi o aciune bun sau rea, ci nu pe consecinele pe care aceasta de produce. Aplicat n situaia de
fa, att agenia ct i brandul ncalc principiile morale prin faptul c se folosesc de oameni
pentru a obine un anumit lucru. Acest aspect este observat de ctre organiza ia Wizo care o
consider pe Bar Refaeli doar un mijloc de a-i atrage publicul, prin expunerea acesteia n
ipostaze indecente, nefiind nicio legtur ntre produsul promovat i dansul la bar executat de
femeie. Astfel, putem s punem ntrebarea n ce msur compania i agenia de publicitate au ca
scuz faptul c reclama trebuie s vnd?. Potrivit principiului kantian, publicitatea nu poate fi
scuzat de nclcarea unor principii etice doar pentru a-i atinge scopurile pentru c ignor ideea
de bune intenii asupra celorlali.
Cea de-a doua abordare filosofic ce ncadreaz situaia prezentat este principiul utilit ii.
Utilitarismul consecinionist sau modern provine de la cei doi filosofi britanici, Jeremy Bentham
i John Stuart Mill. Aceast filosofie are la baz ideea c de fiecare dat trebuie s lum decizia
care aduce cele mai puine consecine negative. De asemenea, utilitarismul se refer la
principiul celei mai mari fericiri care caut s promoveze capacitatea de a atinge fericirea
pentru ct mai mult persoane din jurul nostru. Cu alte cuvinte, acest principiu sugereaz faptul c
n prim instan oamenii analizeaz n cea mai precaut manier posibil consecinele a
numeroase opiuni pe care le au. Este important ct de mult beneficieaz din acea alegere, dar i
ct au de suferit de pe urma acesteia asupra lor i a celor din jur. Dup terminarea acestui proces
mental, fiecare este obligat moral s aleag varianta care maximizeaz ctigul sau minimizeaz
pierderea. Astfel, cel care ntreprinde n mod contient o acione contrar poate fi acuzat de o
direcie neetic.
Din perspectiva celor care judec reclama a fi nepotrivit putem identifica principiul
formulat de John Rawls. Acest filosof afirm faptul c empatizm mai mult cu cei care sunt cei
mai afectai de decizia pe care o lum, punndu-se n situaia n care am fi putut fi noi cei care
am putea suferi. Astfel c David Regev respect acest principiu etic i recunoate faptul c
reclama formeaz o imagine negativ asupra femeii n general. El men ioneaz faptul c acest
gen de promovarea ar trebui oprit sa udifuzat ntr-un interval orar n care copii nu au acces la
televizor.

Values