Just as Bob Heinich states that technology makes instruction visible (1970, 1971), putting the professional ethics into practice makes technology visible. The window for social insight into teachers' professional field is open to a particular view at the present. There are learner questions surrounding the use of media which need answering and teachers are the professionals who ought to be developing the answers. By that, teachers not only do their jobs but also make sure they receive acknowledgment for their position in society. They are the people who should be making any necessary decisions about educational communications and technology. This article focuses on a new principle proposed for the obligation to society section in the Code of Professional Ethics. It is proposed that Association for Educational Communications and Technology (AECT) members should guide learners toward the responsible use of communication media for learning and social purposes.