Ethical perception is the means of selfdesign and selfactualization in specific histocultural traditions and institutional organizations against “socializing discipline” of selfsufficient human character. The rising institutional ethics in contemporary days presents the quality and intelligence to bravely face ethical dilemma and boldly practice transforming and introducing new patterns. In terms of institutional ethics, issues involved in modern moral narration are closely related with the identification of “otherorientation”. From this perceptive, morals are no longer “selforientating”, but a form of the norm of social institution and discipline. In other words, moral narration becomes an intellectual politics itself. Morals are no longer personal internal demand, nor a dimension to portray oneself in personal existence, but a means of social order.

institutional ethics; moral man; selforientation; otherorientation