The actual principles of social communication and media ethics have a power to support public communication among people. The existing patterns of human behaviour can determine real and concrete conduct both in public space and limited groups. Ethics usually appears in accordance with certain specified ideological or moral views. In Lithuania, Keliuotis (1902–1983) was the first to propose a value system for the sphere of mass media. This system is based on pursuing ideals, which lead to united society and human progress. The article raises the following question: how does the value system, invented by Keliuotis, correlate with paradigms of modern communication ethics?