Ethical Implications of Online Ratings

Abstract

This article focuses on information disclosure, particularly in the form of rating on social network sites (SNS). Since social media make up for a large part of communication in our decade, countless social interactions are being made and recorded digitally. SNS like Facebook are especially interested in gathering information about their users and utilise it in order to increase profit. As each SNS has its own privacy policy, users aren’t always aware of how much they share with not only the SNS, but its partner companies (e.g. WhatsApp). Looking closer at Facebook, the newly introduced additions to the „like” button – the five new reactions – provide even more information about their users when they rate a post. And now, users don’t even need to take the time and effort to formulate a written comment. But what is the motivation to interact and rate online, when companies are making a business out of collecting personal information online? And how will rating on an SNS like Facebook change in the wake of their new reactions? Moreover, which ethical concerns might arise and where are the moral responsibilities?