Polymedia Literacy and Other Ethical Considerations for Online Ethnographic Research on Social Networking Sites

ABSTRACT Drawing on the authors’ own ethnographic research, this article discusses the importance of developing polymedia literacy as a key step toward ethical online research on social networking sites (SNS). Polymedia literacy entails the ability to critically analyze the vast landscape of SNS, their affordances, and users’ social motivations for choosing specific SNS for their interactions. Internet researchers face several ethical challenges, including issues of informed consent, “public” and “private” online spaces, and data protection. Even when research ethics committees waive the need for a formal ethics approval process, researchers of online spaces need to ensure that their studies are conducted and presented in an ethical and responsible manner. This is particularly important in research contexts that pertain to vulnerable populations in online communities.