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This article questions the relevance of the notion of ethos as it can be transposed to the practices of digital apparatuses. The apparent obviousness of using an expression such as “digital ethos” for describing who internet users are or what they do on social networking sites is deconstructed here through three complementary perspectives. From a communicational standpoint, one may analyse how ethos conveys oral imaginaries within written on-screen formats, inspires typological discourses on the behavior of internet users and meets the interests of new professions on the contemporary web.