This module aims to provide and equip students the knowledge from the issues of ethics and morality within the principles of professional journalism. Students will be introduced with the terms related to ethical principles and otherwise consider standards of practice and behaviour for media professionals – journalists, but also practitioners of public relations, advertising and marketing. Also, we will focus on the issues of ethic theories, values and stands. We will look at global mass media both as they are and as we might wish them to be. Also, It will be processed the moral approaches: deontological and pragmatic. Specially, it will be elaborated an importance of the ethics for the society. Module will encircle moral virtues of the professional journalism as well as ethic and moral treatment of public and private in media. In the same time will be processed the responsibility of professional journalists and responsibilities of the media as well as ethic codex of the journalistic profession. New technologies and social media will have significant place within the understanding of ethic behaviour within the real time journalism.