Deontology think the right action is the one you chose freely and the right motive. Utilitarianism thinks the right action is the one you chose freely and that will benefit the maximum number of people. The point: the central elements of adam smith"s idea capitalism can be replaced by analogy to serve as principles of media ethics in democratic societies when combined with his ethical thinking. The media has ethical duties to maintain the integrity of the system. Introduction: as a set of private businesses, global mass media needs an ethical system that is drawn from the ethical resources of the. Free market : an integrated version of smith"s economic and ethical work can generate that ethical system, the financial news sector will be used as a demonstration of the effectiveness of that model. The free market and flow of information in democracies.