On the ethics of social research in netnography
DOI:
https://doi.org/10.13131/unipi/yh9n-ma53Keywords:
Netnography, ethics, digital social researchAbstract
The paper aims to discuss the ethical challenges in netnography by highlighting the main dilemmas which develop around what counts as public versus private, whether treating digital data as texts or people’s representations, if referring to the authentic embodied self or its digital representation, when sacrificing accuracy to privilege ethics. Such dilemmas refocus our attention on regulatory concepts like privacy, informed consent, anonymity and confidentiality challenging basic regulation terms. The ethical principles emerging from this discussion call for context sensitivity and reflexivity.
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Copyright (c) 2025 Angela Delli Paoli
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