Читать книгу Visual Communication - Janis Teruggi Page - Страница 59

The Potter Box is a useful tool to guide us in answering ethical questions in visual communication and incorporates the values suggested by Ross. Devised by theologian Ralph Potter, it provides a step‐by‐step process to weigh varying situations and values. As you can see, the Potter Box (Figure 2.9) visually shows a process that involves four major elements of ethical decision‐making. The four steps are:

1 Definition: identifying the facts of a given problem or situation.

2 Values: considering what issues and outcomes are most important to you.

3 Principles: thinking about the ethical philosophies you subscribe to.

4 Loyalties: considering your loyalty to various stakeholders.

Let's take a closer look at each step:

Figure 2.9 The Potter Box.

Source: © John Wiley & Sons, Inc.