This chapter originates partly in academic ethical theory, and partly in a more concrete mode of reflection that is likely nowadays to feature in the "media" experience of any concerned citizen. The term "ethical living" can serve to mark the point where these discourses connect. My discussion, then, will relate not so much to the "ethics of media" qua code of values or conduct for media professionals but rather to ethics as a subject matter falling within the self-defined sphere of interest of that group. Our (mass) media undoubtedly provide a channel for cutting-edge, first-order ethical debate — and one that, for obvious reasons, favours the fast response and the personal appeal over professorial caution and reserve.