Rosenberg, Asa2019-09-252019-09-252011-04-192010-121936-492Xhttp://hdl.handle.net/20.500.12424/177860With rapid development of the techno-social, researchers are constantly facing new methodological challenges. In research ethics, the private/public distinction has often been stressed as a particular problem. Using Second Life as a case, this article attempts to clarify how notions of private and public influence identities, settings, and interaction in virtual worlds. This paper suggests that an increased focus on the type of relations that predominate a particular context can be helpful for determining whether that context should be perceived as private or public. In conclusion, emphasis is placed on the responsibility of Internet researchers and their relation to the development of online privacy issues.engWith permission of the license/copyright holdermedia ethicsmultinational corporationsMethods of ethicsGeneral and historicalArticle