“…Although the illegal copying of cultural products is not a new phenomen, 1 the boom in digitization techniques and the internet has seen the development of the phenomenon on an industrial scale and contributed to the destabilization of the sector (Cammaerts, 2011; Harris and Dumas, 2009). One of the main ripostes of players in the industry, along with a slow evolution in their product ranges and legal action is to carry on a ‘legitimacy war’ (Giesler, 2008), aiming to stigmatize deviant behaviour and to strengthen the normative pressure on the basis of intellectual property law (Denegri-Knott, 2004, 2006; Garcia-Bardidia et al, 2011, 2012). So far these initiatives have not significantly changed illegal downloading practices (Dejean et al, 2010; Roberston et al, 2012) and come up against a paradoxical phenomenon: most of those who take part in illegal downloading consider this activity as acceptable, but at the same time defend the copyright laws!…”