Netiquette as Digital Social Norms
Maxi Heitmayer, Robin Schimmelpfennig
Abstract
Human interactions are guided by rules, guidelines, and social norms—a tacit understanding of what is adequate in a given context. With interactions being increasingly digitally mediated, understanding how behavior is regulated in these environments becomes imperative. In this paper, we provide an overview of the literature on netiquette and how usage of the term developed over time. We then present findings from five exploratory focus groups, discussing general characteristics of netiquette, how users acquire and adapt netiquette, as well as the social dynamics associated with netiquette. Findings suggest that netiquette dynamically interacts with social, psychological, and environmental factors. We thus propose integrating the netiquette literature with research on social norms and conceptualize netiquette as digital social norms. The paper identifies five areas for further research that will deepen our understanding of how netiquette evolves, how it is perceived by users, and how it impacts their everyday experiences.