60). We condemn someone as immoral who refuses to help a motorist by the side of the road, but not someone who refuses to help a child with his or her extraneous cash -- personal 'gut' instinct in virtue ethics is prioritized morally over the end results, which Singer sees as faulty reasoning. A third objection to virtue ethics is that it is culturally 'bound' to Western concepts of the self. In many societies, moral character is not based upon individual philosophy, but a sense of collective obligation. "Virtue ethics changes the kind of question we ask about ethics. Where deontology and consequentialism concern themselves with the right action, virtue ethics is concerned with the good life and what kinds of persons we should be" (Athanassoulis, 2010). However, philosophers who argue against a principle of moral relativism would state...

Merely because something is culturally produced, such as the notion of showing respect for individual liberties, does not necessarily mean that the ideal is negative. In fact, I would argue that in the confusion of a world with so many competing ethical systems, focusing upon the self and individual obligations between persons might be the best solution to a world of competing ethical systems.
References

Athanassoulis, Nafsika. (2010, July 7). Virtue ethics. Internet Encyclopedia of Philosophy.

Retrieved September 20, 2010 at http://www.iep.utm.edu/virtue/

Midgley, Mary. (1981). Trying out one's sword. From Heart and mind.

Singer, Peter. (1999, September 5). The Singer solution to world poverty. The New York Times.