Downloading as
             Deviance
            MassComm Seminar: 15th Oct 2010




Jason.Rutter@soc.kuleuven.be
Discourses of piracy
Problems for researchers
 Methodological issues
Ask about ways forward
Piracy is

Making digital content for which the user
 does not have the legal permission to
  distribute available on the ...
Piracy is a Crime campaign
Piracy is a Crime campaign
“There is no
 difference with
going into a store
  and stealing
  Pringles or a
  handbag and
taking this stuff”
   James ...
Consumption without
          Purchase

 •Downloader as thief
 •Stealing physical goods = copying
  digital ones
 •Downloa...
Knock Off Nigel campaign
Knock Off Nigel campaign
Downloaders as Bad People

•‘a grubby little man’
•‘a real creep’
•‘steals money from whip ‘rounds’
•‘does things on the c...
Knock Off Nigel campaign
Knock Off Nigel campaign
But this is just good
business...
...surely academic
researchers don’t
see it the same
way.


They are clever and critical...
Piracy is:
                                ‘unethical’
         (Mitchell et al., 2009; Cohn & Vaccaro, 2006; Hinduja, 200...
Lacking in moral substance
      or self-control
   (Morris and Higgins, 2009; Malin and Fowers, 2009)
Money
Morality
 Harm
Downloading

              Loss in Sales

            Loss in Revenue

            Economic Harm


A wilfully harmful act ...
Physical          Digital            Total Sales


          160


          128


           96
Million




           64...
Physical Units         Digital Units         Total Units

          2000



          1500
Million




          1000



 ...
Economics is:
‘free from any
ideological,
theological, or
moral philosophy’
(Alvey, 1999, p.53)
Downloading
    illegal
 content is a
   rational
action rather
   than an
 ethical one
“Both motives and actions very
often originate not from within
but from the situation in which
 individuals finds themselve...
“A satisfactory or adequate motive is one
that satisfies the questioners of an act or
            program” (Mills, 1940)
‘The differing
reasons men [sic]
   give for their
  actions are not
    themselves
 without reasons’
    (Mills, 1940)
‘If power is about ownership of
    products (the means and
    meanings of production),
 authority is about the right to
...
Techniques of
Neutralization
Techniques of
     Neutralization
•Denial of responsibility
Techniques of
     Neutralization
•Denial of responsibility
•Denial of injury
Techniques of
     Neutralization
•Denial of responsibility
•Denial of injury
•Denial of the victim
Techniques of
    Neutralization
•Denial of responsibility
•Denial of injury
•Denial of the victim
•Condemnation of the co...
Techniques of
    Neutralization
•Denial of responsibility
•Denial of injury
•Denial of the victim
•Condemnation of the co...
Techniques of
    Neutralization
•Denial of responsibility
•Denial of injury
•Denial of the victim
•Condemnation of the co...
Are techniques of
neutralization a
    view into
     personal
motivations or a
  response to a
    dominant
    ideology?
What abo
              ut the
     context o
                  f
   consumpt
               ion?
     The socia
          ...
What happens when:



 Ethics, morality, deviance
and misbehaviour merge into
  ‘dysfunctional consumer
        behaviour’?
Slides available at:
http://www.slideshare.net/Jasieboy

        Paper available at:
http://www.scribd.com/jason_rutter
IT Crowd’s Piracy is a Crime campaign
IT Crowd’s Piracy is a Crime campaign
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Dowloading as Deviance

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Presentation to MassCommunications department at K U Leuven.

Published in: Education, Technology, Spiritual
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  • Dowloading as Deviance

    1. 1. Downloading as Deviance MassComm Seminar: 15th Oct 2010 Jason.Rutter@soc.kuleuven.be
    2. 2. Discourses of piracy Problems for researchers Methodological issues Ask about ways forward
    3. 3. Piracy is Making digital content for which the user does not have the legal permission to distribute available on the internet Downloading of copying those files by another person who does not have legal permission
    4. 4. Piracy is a Crime campaign
    5. 5. Piracy is a Crime campaign
    6. 6. “There is no difference with going into a store and stealing Pringles or a handbag and taking this stuff” James Murdoch
    7. 7. Consumption without Purchase •Downloader as thief •Stealing physical goods = copying digital ones •Downloading is like crime against the person Piracy does not remove goods but he control over the selling of those goods
    8. 8. Knock Off Nigel campaign
    9. 9. Knock Off Nigel campaign
    10. 10. Downloaders as Bad People •‘a grubby little man’ •‘a real creep’ •‘steals money from whip ‘rounds’ •‘does things on the cheap’ •‘scrounges his drinks’ •‘He’d rob his own gran’
    11. 11. Knock Off Nigel campaign
    12. 12. Knock Off Nigel campaign
    13. 13. But this is just good business...
    14. 14. ...surely academic researchers don’t see it the same way. They are clever and critical...
    15. 15. Piracy is: ‘unethical’ (Mitchell et al., 2009; Cohn & Vaccaro, 2006; Hinduja, 2003) ‘misbehaviour’ (Albers-Miller, 1999; Harris & Dumas, 2009) ‘questionable’ (Freestone & Mitchell, 2004; Hinduja, 2008) ‘corruption’ (Coyle et al., 2009) ‘aberrant’ (Freestone & Mitchell, 2004)
    16. 16. Lacking in moral substance or self-control (Morris and Higgins, 2009; Malin and Fowers, 2009)
    17. 17. Money Morality Harm
    18. 18. Downloading Loss in Sales Loss in Revenue Economic Harm A wilfully harmful act is an unethical act
    19. 19. Physical Digital Total Sales 160 128 96 Million 64 32 0 2002 2003 2004 2005 2006 2007 2008 2009 UK Singles Sales Source BPI
    20. 20. Physical Units Digital Units Total Units 2000 1500 Million 1000 500 0 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 USA Music Sales Source RIAA
    21. 21. Economics is: ‘free from any ideological, theological, or moral philosophy’ (Alvey, 1999, p.53)
    22. 22. Downloading illegal content is a rational action rather than an ethical one
    23. 23. “Both motives and actions very often originate not from within but from the situation in which individuals finds themselves.” (Mannheim quoted in Mills, 1940)
    24. 24. “A satisfactory or adequate motive is one that satisfies the questioners of an act or program” (Mills, 1940)
    25. 25. ‘The differing reasons men [sic] give for their actions are not themselves without reasons’ (Mills, 1940)
    26. 26. ‘If power is about ownership of products (the means and meanings of production), authority is about the right to claim ownership of a product and its meanings.’ (Laughley, 2010)
    27. 27. Techniques of Neutralization
    28. 28. Techniques of Neutralization •Denial of responsibility
    29. 29. Techniques of Neutralization •Denial of responsibility •Denial of injury
    30. 30. Techniques of Neutralization •Denial of responsibility •Denial of injury •Denial of the victim
    31. 31. Techniques of Neutralization •Denial of responsibility •Denial of injury •Denial of the victim •Condemnation of the condemners
    32. 32. Techniques of Neutralization •Denial of responsibility •Denial of injury •Denial of the victim •Condemnation of the condemners •Appeal to higher loyalties
    33. 33. Techniques of Neutralization •Denial of responsibility •Denial of injury •Denial of the victim •Condemnation of the condemners •Appeal to higher loyalties (Sykes and Matza,1957)
    34. 34. Are techniques of neutralization a view into personal motivations or a response to a dominant ideology?
    35. 35. What abo ut the context o f consumpt ion? The socia l backgrou nd to items download ed? The role o f digital media?
    36. 36. What happens when: Ethics, morality, deviance and misbehaviour merge into ‘dysfunctional consumer behaviour’?
    37. 37. Slides available at: http://www.slideshare.net/Jasieboy Paper available at: http://www.scribd.com/jason_rutter
    38. 38. IT Crowd’s Piracy is a Crime campaign
    39. 39. IT Crowd’s Piracy is a Crime campaign
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