Usage of Dark Social Media as a Medium of Sharing Videos and Its Ethical Implications
Abstract
The study investigated the ethical implications of video sharing on dark social media platforms using a quantitative survey research design. A structured questionnaire was designed to collect data from a sample of 111 respondents, representing various demographic characteristics. SPSS27 was employed to present and analyze the collected data, with a t-test used to test the hypotheses formulated. The study found that a majority of respondents shared videos on dark social media platforms to maintain privacy and control over their content, with a significant proportion also driven by the desire to avoid public scrutiny and censorship. However, concerns regarding privacy infringement and the spread of harmful or inappropriate content were identified as key ethical dilemmas associated with video sharing on dark social media. Regulatory interventions and technological solutions were recommended to address these concerns, including the implementation of strict regulations, collaboration with platform developers, and user education initiatives. The findings suggest that while dark social media platforms offer users a sense of privacy and anonymity, they also pose significant ethical challenges related to content moderation, privacy infringement, and accountability. Regulatory bodies such as the National Broadcasting Commission and the National Film and Video Censor Board play a crucial role in addressing these challenges through the development and enforcement of policies and guidelines for ethical conduct on digital platforms. Moreover, collaboration with platform developers and user education initiatives are essential for promoting responsible online behaviour and mitigating the risks associated with video sharing on dark social media. In conclusion, the study highlights the need for greater awareness, accountability, and regulatory oversight to address the ethical implications of video sharing on dark social media platforms. By identifying key motivations, ethical dilemmas, and potential strategies for intervention, the study provides valuable insights for policymakers, industry stakeholders, and users to navigate the complexities of digital communication responsibly. The recommendations put forth underscore the importance of proactive measures to safeguard user rights, promote transparency, and foster a safer and more ethical online environment.
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CHAPTER ONE
INTRODUCTION
 Background to the Study
In the contemporary digital era, social media platforms have transformed the landscape of communication, allowing users to connect, share, and interact in unprecedented ways (Andrews, 2012). These platforms serve as virtual meeting spaces where individuals from across the globe can engage in discussions, share experiences, and form communities based on shared interests and affiliations (Chaffey, 2019). The rise of social media has democratised information dissemination, empowering users to amplify their voices and participate in public discourse on a wide range of topics (Barrett-Maitland et al., 2022). However, amidst well-known platforms like Facebook, Twitter, and Instagram, there exists a realm known as “dark social media” (Van Der Velden & El Emam, 2023). This realm encompasses private messaging apps, email, and other channels where content sharing occurs outside of public view, presenting unique challenges and opportunities for communication and information exchange (Ems, 2022).
Within the realm of dark social media, the sharing of videos has become increasingly prevalent (Berger & Milkman, 2021). Users leverage private messaging apps, email threads, and other non-public channels to share videos with select individuals or groups, often bypassing the visibility and tracking mechanisms present on conventional social media platforms (Cohn, 2020). This trend reflects a shift towards more intimate and personalized forms of communication, where individuals prioritise privacy and exclusivity in their content-sharing practices (SmartSocial, 2019). However, the widespread dissemination of videos on dark social media raises ethical concerns regarding privacy, consent, and content moderation (Chai et al., 2023). Unlike public platforms where content may be subject to community guidelines and moderation policies, videos shared through dark social channels may lack oversight, leading to potential risks such as unauthorized distribution, exploitation, or dissemination of harmful content (Haggart, 2021).
Privacy emerges as a paramount concern in the context of video sharing on dark social media (Boulianne, 2021). Unlike public posts on mainstream platforms, videos shared through private channels are often intended for a limited audience, raising questions about consent and control over personal data (Johnson, 2022). Users may assume that content shared within private conversations remains confidential; however, the lack of transparency and oversight in dark social environments complicates the assurance of privacy (Bolton et al., 2023). Moreover, the viral nature of video content poses challenges in maintaining confidentiality, as shared videos can be forwarded, reposted, or redistributed without the original sender’s consent (Nates, 2018). This dynamic underscores the need for robust privacy protections and informed consent mechanisms to safeguard user’s personal information and digital assets (Echaiz & Ardenghi, 2019).
In addition to privacy concerns, ethical considerations surrounding consent and autonomy come to the fore in the context of video sharing on dark social media (Cohen, 2022). Unlike public platforms where users actively choose to share content with their followers or the wider online community, videos circulated through private channels may be shared without explicit consent or awareness of the individuals depicted in the footage (Marwick & Boyd, 2022). This lack of control over one’s digital presence raises ethical dilemmas regarding agency, consent, and representation in online spaces (McCay-Peet & Quan-Haase, 2021). Moreover, the potential for videos to be manipulated or misused for malicious purposes further underscores the importance of upholding ethical standards and respecting individuals’ autonomy in content-sharing practices (Chai et al., 2023).
Content moderation presents another ethical challenge in the realm of dark social media video sharing (Barrett-Maitland et al., 2022). Unlike public platforms where algorithms and community guidelines govern content visibility and enforcement, dark social channels often lack transparent moderation mechanisms, making it difficult to regulate the dissemination of inappropriate or harmful content (Ems, 2022). As a result, users may be exposed to videos containing sensitive or explicit material without warning, leading to potential harm or distress (Gil de Zúñiga et al., 2022). The absence of oversight in dark social environments exacerbates the challenges of content moderation, highlighting the need for proactive measures to address harmful content and protect users from exposure to inappropriate or harmful material (Ems, 2022).
In essence, the emergence of dark social media has reshaped the landscape of content sharing and communication in the digital era (Chaffey, 2019). While mainstream platforms like Facebook and Twitter dominate the public sphere, dark social channels offer alternative spaces for intimate, private interactions (Van Der Velden & El Emam, 2023). However, the prevalence of video sharing on dark social media raises ethical concerns regarding privacy, consent, and content moderation (Berger & Milkman, 2021). Upholding ethical standards in this context requires a nuanced understanding of the complexities surrounding privacy, consent, and autonomy in digital communication practices (Barrett-Maitland et al., 2022). By addressing these ethical challenges, stakeholders can work towards creating safer, more responsible digital environments that prioritise user well-being and respect individual rights (Cohn, 2020).
 Statement of Problem
The emergence of dark social media platforms, including private messaging apps and email, has introduced a new dimension to digital communication, allowing users to share content away from the scrutiny of public platforms (Van Der Velden & El Emam, 2023). Within this realm, video sharing has become increasingly prevalent, yet the ethical implications and challenges remain poorly understood. One of the primary gaps in the current literature pertains to the lack of comprehensive research addressing the ethical considerations surrounding video sharing on dark social media (Berger & Milkman, 2021). While studies have explored privacy concerns and content moderation on mainstream platforms, there is a notable dearth of research focusing specifically on the ethical dimensions of video dissemination in private digital spaces.
Furthermore, existing literature predominantly focuses on user perceptions and behaviours, with limited attention paid to the perspectives of content creators, platform developers, and regulatory bodies (Chai et al., 2023). Understanding the diverse stakeholder perspectives is crucial for devising effective strategies to address ethical challenges and mitigate potential harms associated with video sharing on dark social media.
Moreover, the rapid evolution of technology and the dynamic nature of digital communication present ongoing challenges in keeping pace with emerging ethical dilemmas (McCay-Peet & Quan-Haase, 2021). As new platforms, features, and communication channels continue to emerge, there is a pressing need for updated research that explores the evolving ethical landscape of dark social media video sharing.
In light of these gaps, there is a clear need for interdisciplinary research that integrates insights from fields such as media studies, communication ethics, computer science, and law to comprehensively examine the ethical implications of video sharing on dark social media platforms (Ems, 2022). By filling these gaps, scholars can provide valuable insights for policymakers, platform developers, and users to navigate the ethical complexities of digital communication in the contemporary era.
Objectives of the Study
The specific objectives of this study include to:
- Investigated the prevalence of video sharing on dark social media platforms.
- Examined the ethical dilemmas associated with the use of dark social media for video dissemination.
- Explored potential strategies for addressing ethical concerns and promoting responsible usage of dark social media for video sharing.
Research Questions
The following research questions were examined:
- What are the common practices and motivations behind video sharing on dark social media?
- What ethical considerations arise from the dissemination of videos through dark social channels?
- How can regulatory bodies like the National Broadcasting Commission and the National Film and Video Censor Board address the ethical challenges posed by dark social media?
Research Hypotheses
The following hypotheses were investigated:
Null Hypotheses(H0):
- The prevalence of video sharing on dark social media is not significant, driven by factors such as privacy concerns and user preferences for intimate communication channels.
- The anonymity and lack of oversight characteristic of dark social media do not contribute to ethical lapses in content sharing, including the spread of misinformation and harmful material.
- Collaborative efforts between regulatory bodies, platform developers, and users are not essential for mitigating ethical risks and promoting responsible behaviour in dark social media video sharing.
Alternative Hypotheses(H1):
- The prevalence of video sharing on dark social media is significant, driven by factors such as privacy concerns and user preferences for intimate communication channels.
- The anonymity and lack of oversight characteristic of dark social media contribute to ethical lapses in content sharing, including the spread of misinformation and harmful material.
- Collaborative efforts between regulatory bodies, platform developers, and users are essential for mitigating ethical risks and promoting responsible behaviour in dark social media video sharing.
 Significance of the Study
This study holds significant importance in elucidating the ever-changing terrain of digital communication and its ethical ramifications. By delving into the utilization of dark social media platforms for the dissemination of videos, it brings attention to frequently disregarded facets of online interaction and enriches conversations concerning privacy, consent, and digital ethics. Through its insights, this research contributes meaningfully to academic dialogue, policymaking endeavours, and industry norms geared towards cultivating a culture of responsible digital citizenship.
Examining the phenomenon of video sharing on dark social media platforms offers a nuanced understanding of contemporary communication practices in digital spaces. These platforms, often overlooked in mainstream discourse, play a pivotal role in shaping online interactions by facilitating private content sharing among users. By shining a light on this aspect of digital communication, the study underscores the importance of considering diverse online environments and their ethical implications.
Furthermore, the investigation into dark social media usage for video sharing illuminates pressing ethical concerns surrounding privacy and consent in digital interactions. Unlike content shared on public platforms, videos circulated through dark social channels often bypass conventional visibility controls and tracking mechanisms, raising questions about user autonomy and data protection. By addressing these ethical dilemmas, the study contributes valuable insights to ongoing discussions on digital privacy and the rights of online users.
Moreover, the findings of this research have broader implications for policymaking efforts aimed at regulating digital communication practices. As dark social media platforms continue to play a significant role in online interactions, policymakers must grapple with the complexities of ensuring ethical conduct and safeguarding user interests in these digital spaces. By providing empirical evidence and theoretical frameworks, this study informs the development of effective policies that balance the need for innovation with the protection of individual rights.
Additionally, insights gleaned from this research can inform industry practices and guidelines aimed at promoting responsible digital citizenship. By understanding the ethical considerations surrounding video sharing on dark social media, content creators, platform developers, and digital marketers can adopt practices that prioritize user privacy, consent, and ethical content dissemination. This, in turn, fosters a more ethical and inclusive digital environment that respects the rights and dignity of all participants.
 Scope of the Study
Geographically, this study focuses on the practices and regulatory frameworks related to dark social media video sharing within Nigeria, with specific attention to the policies and guidelines enforced by the National Broadcasting Commission (NBC) and the National Film and Video Censor Board (NFVCB) headquartered in Abuja.
Operational Definition of Terms
Dark Social Media: Refers to private channels and messaging platforms where content sharing occurs outside of public visibility and tracking mechanisms.
Video Sharing: The act of disseminating video content through digital platforms, including social media, websites, and messaging apps.
Ethical Implications: The moral considerations and consequences arising from the use of technology, particularly concerning privacy, consent, and societal impact.
Regulatory Bodies: Organizations tasked with overseeing and enforcing laws, policies, and guidelines related to media content, such as the National Broadcasting Commission and the National Film and Video Censor Board.
Privacy: The right of individuals to control access to their personal information and maintain confidentiality in their communications.
Consent: Voluntary agreement or permission given by individuals for the collection, use, and sharing of their data or content.
Content Moderation: The process of monitoring, reviewing, and regulating user-generated content to ensure compliance with community standards and legal requirements.
Digital Citizenship: The responsible and ethical use of digital technology and online platforms, encompassing aspects of behaviour, rights, and participation in digital society.
References
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- Charmaz, K. (2016). Constructing grounded theory: A practical guide through qualitative analysis. London: Sage Publications.
- Cohen, J. E. (2022). What privacy is for? Harvard Law Review, 126, 1904.
- Cohn, C. (2020). Social media ethics and etiquette. CompuKol Communication LLC. Retrieved from: https://www.compukol.com/social-media-ethics-and-etiquette/
- Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed method approaches (5th ed.). Los Angeles: SAGE.
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