Zambia and Politics

In: Social Issues

Submitted By Wil95
Words 4979
Pages 20
Applying the Potter Box to Merck’s Actions
Regarding the Painkiller Vioxx

Rod Carveth, Marywood University
Claire Ferraris, Western Oregon University
Nick Backus, Western Oregon University

In this paper we demonstrate how to focus an empirical application in reaching an ethical decision by working with the Potter Box, a model created by Ralph Potter as an analytical tool assessing the ethics of corporate decision-making, The facts emerging in news accounts regarding lawsuits against the pharmaceutical company Merck and its painkiller
Vioxx are analyzed for ethical consideration. Utilizing the Potter Box model, the case against Merck can be interpreted and studied in light of ethical considerations. The results demonstrate not only how a decision is argued, but what is missing in the overall consideration for the decision.
The mythos of freedom and responsibility in the United States is premised on the ethical actions of members of the society, particularly those in positions of power. And ethics in communication takes a place of preeminence since the words spoken by authorities are often all a public relies upon to pass judgment. How is the citizen or the communication analyst to evaluate the ethics of the utterances of others? And how does the communicator determine the ethical appropriateness of a planned message? This paper is an introduction to an accessible method of ethical decision-making in communication.
The Potter Box allows both student and scholar to analyze the ethical responsibilities of communicators in terms that are both practical and theoretically grounded. The Potter
Box's four primary dimensions--definition, values, principles, and loyalties--aid the communication analyst in locating the places where most misunderstanding occurs. It is along these lines that we construct action guides.
In this paper, we investigate the…...

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