Applying the Potter Box Moral Model in Social Media Use: A Study of Sungai Kunjang Flat Residents through an Islamic Ethical Lens

Abstract

This study examines the application of the Potter Box Moral Model in social media use by residents of the Sungai Kunjang Rusunawa Flats, with a focus on ethical considerations aligned with Islamic values. The study adopts a qualitative approach, exploring the behaviours and moral decision-making processes of social media users in the context of their daily lives. The theoretical framework combines communication ethics, media theory, and the Potter Box model, which consists of four quadrants: situation description, identification of values, ethical principles, and loyalty and responsibility. The study aims to describe how Islamic ethical values influence the decision-making process when residents use social media. Findings indicate that the Potter Box serves as a moral guide, helping residents navigate ethical dilemmas by considering the truthfulness of information, verifying news, and applying ethical principles based on Islamic teachings, such as honesty, fairness, and social responsibility. The final quadrant, loyalty/responsibility, emphasises the duty to protect the well-being of others and contribute to a positive community, which aligns with Islamic values of mutual respect, compassion, and justice in communication. This study highlights the intersection of the Potter Box Model and Islamic ethics in guiding the moral use of social media.