A recent issue of Report from the Institute for Philosophy and Public Affairs identifies four ethical issues for the 21st century. By not including media ethics, the Report overlooks a crucial logical priority. That oversight is reflected in greater academe where media ethics (unlike, say, biomedical ethics) is scarcely acknowledged. This article argues that communication ethics, as an integral part of the wider enterprise of media literacy, deserves greater prominence in our town-and-gown communities.