The point of ethics and language in the media -utopian hope or real reality?

Introduction. In this paper, the authors attempt to deal with the ethics and linguistic creativity of communication typical for the new media, through the media as the makers of our reality. Materials and Methods. The authors discuss the ethical approach to the language influenced by the media analyzing available books and papers indexed in online databases. The materials are supported by personal experience of working at a tertiary institution whose departments relate to the media science. Results. The appearance of the Internet, social networks and smartphones has led to a revolution regarding the way people communicate and to changes in society and the very language. It is known that in the time following the discovery of a telephone, letters were silenced in almost all the spheres of private life. Spoken form replaced the written form. Today, the written form of Web 2.0 prevails. However, this form of writing is extremely creative being full of emoticons, acronyms, sounds imitations, and other elements of casual style. Those who have not yet written a letter write e-mails or text messages today. Conclusion. Consequently, linguistic creativity emerging in new forms of communication and in the new media has increased due to the reduced (linguistic) normativity.