JOBNAME: Akrivou PAGE: 1 SESS: 3 OUTPUT: Wed May 18 10:38:09 2016 11. Two kinds of human integrity: towards the ethics of the inter-processual self Kleio Akrivou and José Víctor Orón * 11.1 INTRODUCTION 11.1.1 Introduction to the Problem In various chapters of this book, authors deal with the problem of a morality that enables virtue and the common good despite the challenges posed by capitalism since modernity. Morality regards the prevailing norms of a society, traditions and rules. In this chapter, we focus, rather, on the ‘personal ethic’ for the common good. A challenge with morality is that, besides the good normative Aristotelian and broader virtue ethics that define the common good, often how to define this and how ‘common’ a common good is has relied on persons or elites (for example, princes and rulers) who are arbiters of the common good. This may mislead us to take for granted as ‘scientifically/theoretically’ good what are often distorted popularized conceptions of the good and morality across societies and historical times. In this unfortunate case the common good has been a political and financial instrumental tool rather than the public and broader common good as defined by Aristotle and other virtue ethics philosophers (for a thorough understanding of this in virtue ethics, see Scalzo and Alford, Chapter 12 in this volume; Koehn, Chapter 13 in this volume; Sison, Chapter 6 in this volume). This is a core problem from the eighteenth century and during capitalism (Bernsee, 2015; González Enciso, Chapter 1 in this volume; Graham, 2015). This particular challenge of capitalism (that is, the distorted notion of the common good linked to the interests of who happens to be its arbiter in government and society) often ‘confuses’ and misdirects persons in various roles facing competing and conflicting moral demands in the 221 Columns Design XML Ltd / Job: Akrivou-Challenges_of_capitalism / Division: 11Chapter11 /Pg. Position: 1 / Date: 12/5