The moral confusion in contemporary journalism sometimes makes people feel at a loss about ethical norms. Then what are the essential moral principles in our daily life? And how to deal with the ethical dilemmas in communication? Let us turn to ethical theories or models for the right moral judgment and ethical conduct.  Researchers in media ethics have introduced some practical moral modes, including the ″Potter Box″ and the ″Bok Model,″ as possible criteria of conduct. ″Potter Box″ comprises four main steps: first, definition/facts; second, values (the merits of different values); third, principles (the code of ethics applicable to the situation); and fourth, loyalties (loyalty to whom?). The core of this moral reasoning model is to whom and to what values and moral principles ones loyalty should deliver. ″Bok Model″ consists of three steps: first, to consult ones own conscience; second, to find alternative ways to avoid ethical conflicts, and third, to ask the views of the people involved. This mode is discussionoriented. The value of these two modes lies in cultivating acceptable behavior through constant reflection and dialogue. However, their major defect consists in their neglect of moral content in the decisionmaking process, which leads to the difficulty of knowing where the real moral basis is and the eventual lack of sufficient moral justification for behavior due to endless disputes. Therefore, we need to pursue the real moral basis. Is there any kind of moral intuition based in the human brain guiding us so that we dont need to think about it when we act? Though the answer offered by neurobiology about moral sense is elusive, it provides us with new insights that moral values have a definite neurological basis. That is to say, facts and experiences in social ethics and human morality are indeed translated into physical storage in the human brain in biological and genetic senses. Finally, the discussion of virtue ethics has led us to propose the ″Moral Inquiry Model of Practice, Life and Tradition (MIMPLT).″ In the course of exploration, we raised the following three questions: First, what kind of social practice are we engaged in? Second, what kind of life shall we lead? Third, what common traditional interests do we pursue? Those virtues that can help us find the best answers are what we are after. The ″Pursuit of Virtue″ of MIMPLT can help us make decisions in general ethical choices, and offers us an open inquiry system with rich moral content as well. The analysis and comparison of the same case shows that MIMPLT can not only help us make a right decision but also let us know the reasons why we should make such a decision. With this model in mind, peoples morality will be truly developed. This paper concludes that the aim of human moral development is to connect virtue with action and that the establishment of reliable moral principles is a dynamic inquiry process involving the individual, the history and the society.