Human rights, as well as tolerance, are the most important institutions of modern society. However, the institutions implementation requires qualified ethical applied counseling. The counseling absence creates a distortion of the institutions essence, conflict situations at various levels of social life. The main theme in this situation is reciprocity and community, as well as the ownership of this community, mutual responsibility.
Applied ethics is experiencing a powerful challenge these days, which is connected with the need to overcome disunity and mistrust in modern society. The article contains consideration of the possibilities for harmonizing of the value-normative diversity. Particular attention is paid to the opportunities which are associated with modern digital communication technologies.
The transformation of the professor's ethics can only be understood taking into account the general context of changes in which the professorship is immersed along with the higher education system. Such a civilizational context is digitalization, which gives rise to very ambiguous consequences: technological, anthropological, social. Consideration of these consequences stimulates the search for a new positioning of Russian universities as real generators of real knowledge and skills. The result of which can be a real ethos of a professor - a demanded authoritative specialist, a moral leader who embodies the authority of scientific knowledge.
The university reproduces professional community. Such reproduction is associated not only with the knowledge and skills (human capital), but also social capital. The article contains a distinction between types (levels) of success and criteria for the professional. Such criteria are due the ethos of different professions.
The «honesty-success» alternative decision is the result of a moral choice for every member of the academic community. The this choice social assess-ment depends on the ethoses configuration in concrete society.
Ethical expertise has a basic criterion. It is the right to freedom / responsibility. The main question of ethical review is the question of whether the proposed or violates the implemented solution freedom / responsibility?