This market-leading text uses original case studies and commentaries about actual media experiences to get students thinking analytically about ethical situations in mass communication. Aiming to improve students' ethical awareness, the text's Introduction provides a solid foundation in the theoretical principles of ethical philosophies and presents the Potter Box as a framework for uncovering the important steps in moral reasoning and for analyzing the cases that follow. Focusing on a wide spectrum of ethical issues facing media practitioners, the cases in the text cover journalism, broadcasting, advertising, public relations and entertainment. The Sixth Edition features new and updated cases, and includes more cases focusing on corporations, e-mail and the World Wide Web.