The Potter Box Model of Reasoning

The Potter Box was created to show the four different stages of thinking when coming to an ethical judgement. The first stage is getting a definition. This is where all of the facts of the case are presented. Any relevant information should be brought up during this time. The second stage is questioning the values. During this stage, organizations are asked to look at their overall values for reporting the news. The third stage is naming principles. At this point, organizations come up with at least two principles that can be used when determining the options available. Lastly, the fourth stage is choosing loyalties. At this point, there are at least two principles to choose from, and, using careful scrutiny, a decision is made. Although all four of these points are important when it comes to making an ethical judgement, the most important stage is questioning the values because any news organization without a solid system of values cannot succeed.

The second stage of the Potter Box is the most important because the values an organization stands for can only help when it comes to the fourth stage. In the example provided in the textbook, two 10-year-olds from Liverpool, England, are accused of kidnapping and murdering a 2-year-old. A British television studio decided to refrain from using the names of the accused and withheld broadcasting of the trial, while an American newspaper immediately published the names and details of the trial. Each organization held itself to a set of values that helped govern what to do when it came to a controversial topic such as this. The British television channel had a value of honoring court restrictions on releasing the names of juvenile names. The American newspaper held the value that public information should not be suppressed, and the people have the right to know.

The first and third stages are fairly routine, and they do not call for a whole lot of thought. In the third stage, it was determined that they could employ the principle of truth-telling or the other one that regarded care. The fourth stage is mentioned in the book as being the one that needs the most scrutiny, however, that stage can be made easer if a solid value system is in place before carrying on. The Potter Box can be an effective way to come to a judgement because it helps organizations review their values system.

References
Christians, C., Fackler, M., Richardson, K., Kreshel, P., & Woods, R. (2012). Media Ethics: Cases and Moral Reasoning (9th ed.). Boston: Allyn & Bacon.