Communication experts and researchers have done little to help prepare themselves or others to cope with values in the communication revolution that is taking place. The problem goes beyond the influence the media has in the United States; it has implications of international issues of survival. What is needed is an emphasis on research and teaching of values, not ethics, but values. Ethics are relative to the culture, values underlie ethics and provide a way to make normative judgements. Value analysis is essential to an understanding of what is unstated when people agree or disagree in interpersonal interaction . It is essential to an understanding of how public persuasion takes place. (TJ)