Little theoretical work from non-Western perspectives has entered the epistemological discussion of universal ethical principles for media and journalism. The increased analysis of media globalization requires a closer examination of the ethical principles being advocated by media theorists. We use postcolonial theory to argue that advocates of universal media ethics need to take into account the history of colonialism, differences of powers between nations and peoples, and the importance of indigenous theory. We contend that in the non-Western world underlying conditions of postcoloniality and indigenous values influence how media professionals and journalists make ethical decisions. These interpretations present an epistemic challenge to dominant ethical concepts based primarily on Western Enlightenment philosophies. The article concludes with a discussion of two specific ethical theories, ubuntu from South Africa and ahimsa from India, which illustrate the importance of indigenous knowledge in the search for global media ethics.
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