This report identifies the positions of Ecuadorian citizens and journalists regarding the professional practices that lead to quality journalism. since in recent years the social context of the country has affected the credibility of both professionals and media. To deepen into this estrangement. we conducted a survey that measures the credibility of journalists and media and identifies the indicators associated with responsible journalism; in addition, we conducted in-depth interviews with forty journalists to identify the conditions for the development of quality journalism. Thus, the different conception that journalists and audience have over what composes the latter explains the gap between them.