When we speak about “Ethics” we refer to the elements of a moral system that are in conflict. In terms of media, this concept has moved from values clarification to normative theory for the last three decades. In media ethics, individual freedom is the driving force.
In order to make an ethical decision-making we can follow the Potter Box model which is normally used by communication ethics scholars and argues that moral thinking should consists on a process where decisions must be based in a reasoning. This basis for thinking could be utilitarism-the end justifies the means-, communitarism- individuality exists in a context of social reality, not in isolation-, or any else but something is sure: moral reasoning is always built upon a philosophical foundation.