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Although digital ethnographic studies concerned with online misinformation have focused on analyzing the contents shared by “cloaked” profiles (concealed or fake identities), less attention has been given to the epistemological and ontological dilemmas that cloaked profiles pose to digital ethnography. This article deals with these issues by asking: how can digital ethnographers determine who and what we are observing? And how can we conduct online observations when confronted with cloaked profiles? Drawing on field research, this article argues that researchers would benefit from including more critical reflections on the presence of cloaked profiles and learning how to apply digital skills for how to unveil cloaked profiles. Such practices will challenge a commonly accepted ontology that online profiles represent human behavior and enhance researchers’ digital literacy and ability to recognize cloaked profiles. Finally, applying techniques to unveil cloaked profiles will arguably strengthen the hermeneutic process of knowledge production in digital observations.

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