What’s in a (pseudo)name? Ethical conundrums for the principles of anonymisation in social media research

Scholars from wide-ranging disciplines are turning to social media platforms as research sites, and as platforms expand their communicative possibilities, they create more spaces for users to enact a multitude of identities. Most platforms allow users to have ‘pseudonymous’ identities; that is, they can engage in practices intended to facilitate nonidentifiable content. But pseudonymity presents a series of unique challenges to the principles of anonymisation in qualitative research. This article explores the slippery nature of dealing with pseudonymous social media users’ personally identifiable data during research, framed around my responses to four questions I was asked when I applied for ethical approval to conduct research with pseudonymous fan communities on social media. The four questions concern: (Q1) changing notions of ‘public’ and ‘private’ forms of data; (Q2) identifying underage and therefore vulnerable participants online; (Q3) changes to the processes of obtaining informed consent from social media users; and (Q4) the risks social media research might bring to those conducting it. This article concludes by calling for qualitative researchers and Ethics Review Boards (ERBs) to engage with institutional ethics review across the duration of a project, or at the very least to advocate for ongoing consent as research progresses, especially for (but certainly not limited to) research involving pseudonymous social media users. The article aims to be useful to other researchers facing similar dilemmas. Indeed, given the popularity of pseudonymity on social media and the growing penetration of platforms across global demographics, a need for ethical discussions of this kind is surely set to increase.