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The aim of this paper is to explore the extent to which peer-to-peer users employ techniques of neutralization to justify prior-to behavior or rationalize their activities post behavior. Neutralization theory provides a potentially fruitful perspective from which to explore consumer justifications and rationalizations for their online misbehavior. The focus of the current study is peer-to-peer activities, including copying music, movies, software or video games: a phenomenon which affects the entertainment sector as a whole and costs the industry billions of pounds each year. However, online consumer misbehavior is comparatively under-researched. Finally, piracy may function as an innovation policy by forcing market players to innovate in response to a consumer demand that widespread piracy highlights.Ībstract : Studies have argued that misbehavior of consumers is becoming increasingly prevalent in certain sectors.

In contrast, an observation of the literature and quantitative analysis on point may suggest that digital piracy can be an opportunity for the cultural market. In fact, digital technology seems not to have negatively affected the creation of new works.

Overall, it may be hard to find a factual justification for policy decisions based on the “digital threat” discourse. Additionally, there are raising doubts over the argument that piracy is a threat to creativity, especially in the digital environment. First, market conditions might incentivise piracy.

Two related arguments might run against this approach. This short paper shows that the “digital threat” discourse is based on shaky grounds. Recently, the “digital threat” discourse called for enhanced liability of online intermediaries, especially those whose platforms may be used to infringe copyright. In the last two decades, the industry has deployed endlessly the rhetoric of the “digital threat” in order to demand harsher measures against digital piracy.

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