Code of Ethics for Modern Media Communications: Regulation Media Cultural Principles

The subject of this research is the concept of a future Code of Ethics for Modern Media Communications - a set of normative rules. The goal is to articulate the problem of regulating media-cultural principles based on a new paradigm. The theoretical and methodological framework draws on media culture theory, the concept of professional journalistic ethics, and a critical approach to the ethics of artificial intelligence. A complex of methods is employed: historical-cultural analysis, systematization, structural analysis, case study, modeling, and secondary analysis of sociological data. An assessment of the new mediacommunication paradigm reveals that it unifies the media-cultural principles for all actors in the media space, leading to an equalization of status between professional media producers and ordinary social media users. Therefore, it is methodologically sound to focus not only on professional ethics but also on branch-specific ethics, with this category being specified as industrial ethics. Based on the research findings, the thesis on the necessity of developing a normative Code of Ethics for Modern Media Communications is put forward. Ideally, it will be founded on the norms of universal human ethics, acquire a supra-professional status, and extend to all types of media and differentiated groups of media-producing agents. The main idea of the Code is substantiated: the equivalence of media-cultural and media-ethical principles, and introduces the provisions of the future code into the agenda for discussion by both representatives of the media industry and the expert community.