Facebook’s use of psychological testing has created a conduit into the brains of its users. Before, these tests were done in labs, were costly, difficult to generate a substantial test group, and had many limitations. However, facebook can tap into 23 million unaware users, testing normal behavior, in a natural setting, without deception or reactivity; thus, severing as a tool for amazing research opportunities that will allow greater efficiency for businesses. One of the questions brought up in lecture was whether “we” believed that these tests were ethical. Our lecturer brought up the idea that the test subjects were clearly unaware that they were being tested. Overwhelmingly no one really answered the question and unanimously we agreed that it was perfectly ethical. This response can be attributed to two reasons. Firstly, we have talked about this topic in abundance and I think a lot of us were “all talked out”. And secondly, I think we have come to the conclusion as a class that everything we do on facebook is basically a test and nothing is private. Facebook is a social networking service. If you are that paranoid about security and if you are writing things you really don’t want to leak out, then this is not the site for you. Also, I think there is a recognition that facebook is a business and has the ambition to transition into a research powerhouse like Google. Without these tests facebook can’t determine the best way to use it’s information to get its users to click on advertisements or “like” a certain business or product. Professor Felton brought up the notion of right of publicity. Celebrities that buy a certain product cannot become spokespeople unless that business gets permission/creates a specified agreement or contract with the celebrity. Applying this to social networking, your friend did not directly consent to have their name attached to a certain product: “Steve likes Cheerios”. And in this case Steve is famous to you. However, I fine faults in this argument. I believe Steve gave up his right to publicity when he liked the product on facebook. Steve is aware that anyone of his friends can look at his page and see that he liked that product. Steve clicked “like” because he wants to let all of his friends know he likes cheerios. Inadvertently Steve has now become the new face on the cheerios box.