In recent years journalists and journalism students have turned increasingly to the scientists especially the behavioral scientists for their insights and their methods. They have put their faith in sophisticated audience analysis techniques, and in a multitude the theoretical models to help them define and direct their activities. And at the same time they have become enamored with a proliferation of electronic and computerized gadgets which have thrust themselves into the newsroom. How their journalism is done the methodology of their craft has distracted their attention from the motivations and consequences of their work. Morality, if it is considered at all, has taken a kind of peripheral position to the mechanisms of technology and an obsession with methodology.