This book explores the relationship between the production of ethical stances in two different contexts, the ethical manoeuvring of participants within online media-fan communities and the ethical decision-making of the author as Internet researcher, manoeuvring, as it were, in the academic community. In doing so, the book outlines a reflexive framework for exploring research ethics at different levels of analysis, the empirical settings of research, the theoretical perspectives which inform the researcher?s objectification of the research settings, and the methodological issues and practical decisions that constitute the activity as research.