Based on pioneering media online archives research, the International Sociological Association’s Code of Ethics, current debates on the right to be forgotten and some anecdotal evidence from Kultura i Społeczeństwo, the article’s author suggests several areas of interest for sociologists as public intellectuals and members of joint industry committees. The role of sociologists and scholars of related disciplines is important from the viewpoint of designing the future of media archives. In a world where unequal online reputation management brings forward the issue of digital and social inequalities, the role of social researchers in designing policies and best practices, and standards of contextualising archival content, may be crucial. They could mediate between the interests of publishers, audiences and regulators in regard to social values and the progress of civilisation.
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