Recent advances in moral psychology and applications of virtue science have created promising opportunities to refine theories of media practice and ethical principles. This article sets forth the theoretical foundation for a model of virtuous action among media exemplars that is multidimensional, inductive, and informed by these developments. The model draws on a range of psycho-social assessment tools to explore five key dimensions of virtuous behavior: story of the self, personality, integration of morality into the self, moral ecology, and moral (...) skills and knowledge. The model's structure is designed to strengthen the empirical basis used to make normative and predictive claims about media practice. (shrink)