“伦理”与“道德”是伦理学或道德哲学中的两个核心概念,但二者长期处于概念模糊和逻辑混乱状态,导致伦理学和道德教育“名不正而言不顺”。当代“伦理”概念蕴含着西方文化的理性、科学、公共意志等属性,“道德”概念蕴含着更多的东方文化的情性、人文、个人修养等色彩。“西学东渐”以来,中西“伦理”与“道德”概念经过碰撞、竞争和融合的过程,目前二者划界与范畴日益清晰,即“伦理”是伦理学中的一级概念,而“道德”是“伦理”概念下的二级概念、二者不能相互替代,它们有着各自的概念范畴和使用区域。媒体职业道德就是媒体从业者和媒体机构自身,遵循体现普遍性的社会公德(工作观)和体现特殊性的专业标准(专业规范),对其职业行为进行的自我约束和自我管理。媒体职业伦理就是媒体从业者和媒介机构在媒体职业道德体系中的诸个因素(道德诫命)发生冲突时的理性抉择原则。 Ethics and Morality are two core concepts in ethics or moral philosophy, but both have long been in a state of conceptual ambiguity and logic chaos, leading to ethical and moral education. “. The concept of contemporary ”ethics“ embodies the attributes of western culture such as rationality, science and public will. The ”morality“ concept contains more oriental cultural sentiments, humanities, and personal accomplishments. The process of collision, competition and integration between the concepts of ”ethics“ and ”morality“ of Chinese and Western ethics has become clearer and clearer since the founding of Western Learning. That is, ”ethics“ is ethics , And ”morality“ is the second level of concept under the concept of ”ethics". They can not be replaced by each other. They have their respective concept categories and areas of use. Media professional ethics is the media practitioners and media agencies themselves, follow the social ethics (work view) and reflect the specific professional standards (professional norms), the self-restraint and self-management of their professional behavior. The media professional ethics is the principle of rational choice when the media practitioners and media organizations conflict with the various factors (moral commandment) in the media professional ethics system.