Of course, professional ethics is a complex matter and, as is widely recognized in sociological literature (e.g. Giddens, 1990), individuals have reflective and agency abilities that allow them to commit more or less firmly to prevailing or idealistic ethical representations. Recognizing the complexity of human processes, in this study we assume that key social trends and discourses are likely to impact attitudes of a significant proportion of individuals within a given community – but not universally nor homogeneously across the community.