传媒伦理是指在传媒生活共同体中所蕴含和活跃着的社会成员的道德意识、道德活动、道德品格及其所遵循的道德准则的总和,是一种公共性伦理、导向性伦理和综合性伦理。确立传媒伦理合理性和应然性的依据是人民群众的根本利益。传媒诚信、传媒清廉、传媒公正是传媒伦理的基本准则。传媒伦理的调控要依赖于监督机制、教育机制和自律机制的综合作用。 The media ethics refers to the sum of the moral consciousness, moral activities, moral character and the moral standards that the members of society embody and active in the community of media life are a kind of publicity ethics, guiding ethics and comprehensive ethics . It is the fundamental interests of the people and the masses to establish the rationality and responsibility of the media ethics. The integrity of the media, the media are clean, and the media fairness is the basic principle of media ethics. The regulation of media ethics depends on the combined effect of supervision mechanism, education mechanism and self-discipline mechanism.