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This is the first textbook on the central ethical issues of digital media, ranging from computers and the Internet to mobile phones. It is also the first book of its kind to consider these issues from a global perspective, introducing ethical theories from multiple cultures.

In this essay, we argue that we should try to capture variation by paying more attention to the decision rules governing choice within collectivities on the Internet. As best we know, all of the sociologically "interesting" collective endeavors on the Internet are characterized by rules or norms; that is, blogs, online discussion groups, and other such forums of communication may appear chaotic and anarchic, but are characterized by informal rules that shape conversation.