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Abstract
In this article the author argues that the primary need of media practitioners in South Africa is a democratic media culture i.e. a free, independent media, free flow of information, a guarantee of the citizen's right to information, and respect for the professional integrity and independent role of the journalist. Media ethics must be flexible, but not so flexible as to be a mere rationalization for the personal preference of those who invoke it It should consist truth telling, justice, independence and humaneness.