The neo-Aristotelian virtue theory of Philippa Foot is presented here as an alternative framework that is arguably more useful than deontological approaches and that relies less on the assertions of moral claims about the intrinsic goodness of foundational principles. Instead, this project focuses more on cultivating a true ethic; that is, a set of tools and propositions to enable individuals to negotiate inevitable conflicts among moral values and challenges posed by cultural contexts and technology use. Foot's ?natural normativity? connects the (...) conditions of human flourishing and objective reasons for acting morally, providing a framework for a digital media ethic to address three critical categories: virtuality and authenticity, privacy and autonomy, and exchange and discourse. (shrink)