Aksjologia dziennikarska wobec wyzwań współczesności
The Contemporary Challenges for the Journalists’ Axiology

Summary/Abstract: RESEARCH OBJECTIVE: The article aims at presenting conditions affecting journalism in the era of information revolution and fulfilling journalists’ ethical standards. THE RESEARCH PROBLEM AND METHODS: The research problem forms of a question: whether, facing epistemological crisis, ethical values and norms established by the journalists in XX century need reshaping? As to the methodology – systematical analyze has been applied with elements of normative theory, media social responsibility theory, and critical analyze of the literature. THE PROCESS OF ARGUMENTATION: This article begins with reminding the most important ethical norms for journalists, the value pillars of the social order so far. Then contemporary conditions of a media activity are presented. Basing on the sentences of the Media Ethics’ Council the text analyzes then cases of violation of journalists’ standards. RESEARCH RESULTS: The analyze has led to a conclusion, that in journalism – as in other spheres – one may not morality for disobedience to moral norms creates an amoral attitude. The study underlines the importance of journalists’ standards for a democratic society and presents consequences of abandoning the standards in communications. CONCLUSIONS, INNOVATIONS, AND RECOMMENDATIONS: Regardless of competition between media companies to obtain readers and viewers, it will be crucial to remain credible and trustworthy to keep their attention. Thus, respect for ethical standards found the economical existence of the mass media.

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