Ethical Communication of Morality Dramas Published on Social Media

Abstract

This study aims to (1) examine the ethical communication of morality dramas shared on social media in terms of content responsibility, and (2) analyze their effects on audiences’ moral perception and interpretation, while incorporating the perspectives of educational scholars on media ethics A qualitative approach was employed, using thematic analysis of eight morality drama video clips and in-depth interviews with twelve key informants, including four youth viewers, four adult viewers, and four educational scholars selected using purposive sampling. The findings indicate that morality dramas employ linear moral causality and clear binary opposition between good and evil characters, utilizing emotionally provocative situations to lead to fixed, didactic conclusions. As a result, audiences tend to assume the role of “moral judges,” engaging in moral evaluation and social sanctioning through online comments. From the scholars’ perspective, these dramas function as a “moral arena” where ethical meanings are rapidly constructed, often resulting in fast-food morality, stereotyping, and closed moral interpretations that may constrain critical thinking. The study suggests the need to develop a media ethics framework suitable for the social media context, along with strengthening content responsibility among media producers.