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This volume responds to the challenges posed by the rapid developments in satellite TV and digital technologies, addressing media ethics from a global perspective to discuss how we can understand journalism practice in its cultural contexts. An international team of contributors draw upon global and non-Western traditions to discuss the philosophical origins of ethics and the tension that exists between media institutions, the media market and political/ideological influencers. The chapters then unveil the discrepancies among international journalists in abiding by the ethics of the profession and the extent to which media ethics are understood and applied in their local context/environment. Arguing that the legitimacy of ethics comes not from the definition per se, but from the extent to which it leads to social good, the book posits this should be the media's raison d'etre to abide by globally accepted ethical norms in order to serve the common good. Taking a truly global approach to the question of media ethics, this volume will be an important resource for scholars and students of journalism, communication studies, media studies, sociology, politics and cultural studies.