Reporters and editors share values. If there were no shared values essential to the practice of journalism, it would be impossible to distinguish a journalist from other mass communicators. The set of journalistic values provides the base for an argument that journalists are pluralists, not relativists.

Integrating personality, behavioral, and cognitive theories of change, the author examines the operations, measurement, and evolution of behavioral and ethical standards that distinguish capitalism from other ideologies.

Based on a survey of editors, publishers and staff members of 300 newspapers, this work documents the ethical confusion in the American press in the wake of the Watergate scandal and the Pentagon Papers controversy. It provides an analytical and historical framework to show how the press reached this point and argues for an ethical audit to give publications an independent check on their moral condition.

Through use of decision?making expertise already in place, newspaper publishers already possess elemental tools required for ethical decision?making relating to extent of participation in civic activities. By also considering added qualitative factors that embrace broad perspective, detachment, and declaration, decisions are more likely to be adequately informed. This article suggests that publishers become active in building business and community leadership models strong enough to allay critics who question ethical motives.