The Moral Media is designed to provide readers with preliminary answers to questions about ethical thinking in a professional environment. It serves as a beginning on which other scholars - and professionals who are concerned with quality of ethical decision making in the media - can build. Representing one of the first publications of journalists' and advertising practitioners' response to the Defining Issues Test (DIT), this book compares thinking about ethics by these two groups with the thinking of other professionals. This text is divided into three parts: Part I includes chapters that explain the DIT and place it within the larger history of three fields: psychology, philosophy, and mass communication. It also includes both a statistical (quantitative) and narrative (qualitative) analysis of journalists' responses to the DIT. Part II attempts to add to scholarship theory building in these three disciplines and makes changes in the DIT that adds an element of visual information processing to the test. Part III explores the larger meaning of this effort and links the results both to theory and practice in these three fields. The Moral Media is about connections among various intellectual disciplines, between the academy and the profession of journalism, and among those who believe that what journalists do is essential. As a result, this book appeals to those who aspire to be journalists; scholars in journalism and mass communication; psychologists, particularly those interested in human development and behavior; and philosophers.