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cacophony, of cultural identities, traditions, voices, views, and practices’
(2001, p. 196) and asserts that it is critically important that cloud systems
deal with such diversity in an ethical manner. However, if current trends
continue, it is likely that Western perspectives will dominate into the future.
6.3.3
The Ethics of Cloud Computing Users
The ethical issues pertaining to users of cloud computing services predominantly relate to the way they use the services. Cloud users are the
main stakeholders of cloud provider entities, being at the same time the
most vulnerable element of the complex chain of interactions that cloud
computing services entail. With reference to the ultimate technical capabilities and limitations imposed by the different cloud systems, users decide
how to interact relative to the context in which they find themselves. One
means of understanding the perspective of users of cloud computing services is to engage with the term “prosumers.” The expression was coined
in 1980 by Alvin Toffler (Toffler 1980), and refers to consumers who,
simultaneously, are also producers. The European Data Protection
Supervisor discusses this term in relation to the end users of new technologies, including cloud computing. The associated reference to prosumers
relates to one of the pillars for a new digital ethics: the empowerment of
individuals using technologies. Consumers are no longer passive receptors
of the available good or service; rather, they co-create the product present
in digital platforms. As a result, the empowerment of twenty-first century
prosumers is meant to increase their technological and ethical awareness.
This perspective of empowerment is a top-down approach, where regulators are attempting to provide tools to strengthen the role and responsibility of individual users of digital platforms.
An alternative perspective on users’ awareness of their digital presence
is to consider how individuals can empower themselves, without the support of a regulatory authority. Cloud users themselves can learn how to
engage with the cloud environment by developing intellectual and practical habits that may be examined through the lens of the epistemic virtues.
De Bruin and Floridi (2017) examine epistemic virtues, also referred to as
informational or knowledge virtues, in light of the specific circumstances
that cloud computing users encounter. They highlight that users must be
able to make informed decisions in relation to their engagement with
cloud services. To enable such informed decisions, there must be clarity of
communication between the two parties i.e. between providers and users.
De Bruin and Floridi (2017) note current barriers to communication
B. MURPHY AND M. ROCCHI
cacophony, of cultural identities, traditions, voices, views, and practices’
(2001, p. 196) and asserts that it is critically important that cloud systems
deal with such diversity in an ethical manner. However, if current trends
continue, it is likely that Western perspectives will dominate into the future.
6.3.3
The Ethics of Cloud Computing Users
The ethical issues pertaining to users of cloud computing services predominantly relate to the way they use the services. Cloud users are the
main stakeholders of cloud provider entities, being at the same time the
most vulnerable element of the complex chain of interactions that cloud
computing services entail. With reference to the ultimate technical capabilities and limitations imposed by the different cloud systems, users decide
how to interact relative to the context in which they find themselves. One
means of understanding the perspective of users of cloud computing services is to engage with the term “prosumers.” The expression was coined
in 1980 by Alvin Toffler (Toffler 1980), and refers to consumers who,
simultaneously, are also producers. The European Data Protection
Supervisor discusses this term in relation to the end users of new technologies, including cloud computing. The associated reference to prosumers
relates to one of the pillars for a new digital ethics: the empowerment of
individuals using technologies. Consumers are no longer passive receptors
of the available good or service; rather, they co-create the product present
in digital platforms. As a result, the empowerment of twenty-first century
prosumers is meant to increase their technological and ethical awareness.
This perspective of empowerment is a top-down approach, where regulators are attempting to provide tools to strengthen the role and responsibility of individual users of digital platforms.
An alternative perspective on users’ awareness of their digital presence
is to consider how individuals can empower themselves, without the support of a regulatory authority. Cloud users themselves can learn how to
engage with the cloud environment by developing intellectual and practical habits that may be examined through the lens of the epistemic virtues.
De Bruin and Floridi (2017) examine epistemic virtues, also referred to as
informational or knowledge virtues, in light of the specific circumstances
that cloud computing users encounter. They highlight that users must be
able to make informed decisions in relation to their engagement with
cloud services. To enable such informed decisions, there must be clarity of
communication between the two parties i.e. between providers and users.
De Bruin and Floridi (2017) note current barriers to communication
B. MURPHY AND M. ROCCHI