Great good and great evil come from the use people make of the media of social communication. Although it typically is said, and we often shall say here, that "media" do this or that, these are not blind forces of nature beyond human control. For even though acts of communicating often do have unintended consequences, nevertheless people choose whether to use the media for good or evil ends, in a good or evil way. These choices, central to the ethical question, are made not only by those who receive communication, viewers, listeners, reader, but especially by those who control the instruments of social communication and determined their structures, policies and content. They include Public officials and corporate executives, members of governing boards, owners, publishers and station managers, editors, news directors, producers, writers, correspondents, and others. For them, the ethical question is particularly acute: Are the media being used for good or evil?