Normative ethics asks what ultimately makes an action right or a life good. Three broad answers compete for the same ground: that rightness is fixed by rules or duties, by the consequences an action produces, or by the character and virtues of the agent who acts. A single hard case — a costly promise, a risky rescue — is judged differently depending on which of these is taken to carry the weight.
This is a question about the standard of conduct. The map presents the classic introductory contrast among deontology, consequentialism, and virtue ethics as three rival accounts of what ultimately makes actions right.