This text explores the dynamic and potentially explosive field of media ethics from a South African perspective. Grounded in ethical theory, the public philosophies of communication and media performance norms, this text provides guidelines for individual ethical decision-making to media practitioners and media groups. The author's analysis of the South African normative context under the previous and present political dispensations will be of interest to media policy formulators and students alike. Current contentious issues, such as racism in the media, the plans for media, development in this country, the reporting of violence and crime, the right to privacy, and the media and advertising all come under intense scrutiny. Addenda include rules of procedure and the code of conduct of the Press Ombudsman of South Africa, the constitution, code and procedures of the Broadcasting Complaints Commission of South Africa, and the code of conduct of the Public Relations Institute of Southern Africa.