Digital photo manipulation is often treated in the literature as a problem that occurs when individuals stray from a single set of ethical standards. It is proposed in this study that the newsroom comprises various subgroups, each with unique norms and values, and each seeking to shape newsroom decision making. It is expected that photo manipulation should result from subgroups' perceptions of, and reactions to, this plurality of newsroom norms. This expectation is assessed through both in-depth interviews and a national (...) phone survey of visual journalism managers. In-depth interviews reveal the existence of various sets of norms; these include integrative norms, which reflect the needs of the organization, art norms, and journalistic norms. Journalistic norms are perceived as dominant, but where art norms are stronger, photo manipulation is slightly more likely. Findings also suggest photos are more likely to be manipulated when newsrooms are large and complex and when visual journalists strain to fit visuals with story theme. (shrink)