Abstract
The article examines efforts to establish a “new media ethics” that aligns with contemporary conditions. It identifies two primary research domains: firstly, an analysis of discrepancies between professional and ethical standards in journalism and their practical application; secondly, the exploration of solutions to emerging issues engendered by media digitalization. The key factors influencing the professional and ethical landscape of modern journalism are delineated, notably the rise of citizen journalism and the proactive integration of advanced technologies, principally artificial intelligence, into journalistic production. The potential applications of artificial intelligence in journalism are characterized, alongside the associated challenges and risks. An evaluative review of theoretical propositions and existing professional and ethical codes from various countries and journalistic organizations advocating for a “new media ethics” is conducted, revealing a heterogeneous amalgamation of approaches, principles, and norms – ethical, legal, administrative, and related to netiquette. The analysis demonstrates the current impracticality of codifying many of these issues. It emphasizes the necessity of elaborating and differentiating norms and principles within the framework of the “new ethics”, tailored to various regulatory spheres of the media environment, and highlights the importance of an optimal combination to comprehensively address the full spectrum of problems. Additionally, the article underscores the significance of clearly delineating areas of responsibility for the implementation of these norms and regulations in daily journalistic practice.