Table 1 Examples of the values attribution on the transcripts of participants’ comments and discussions

Id

Comment

P1

“I also think (the decision to immortalize or not) should come from the person and not from his/her close relatives [Autonomy] because, for example, if I die today, it is obvious that my family will be influenced by their loss [Relationship, Emotion and Affection]... so if I say ‘I don’t want to’, they will have to respect what I want, do you understand? [Trust, Standards, Rules and Policies].”

P2

“Some days ago I was seeing the Facebook of L., our colleague. She passed away a while ago, 2-3 years I guess... and I see that I was looking at her facebook profile because of our event today in order to see how that works [Object]... people use that search feature... and so they tag her on their facebook posts and photos, and her profile remains active [Identity, Sharing] as if she was still updating her profile. [Privacy, Presence]”

P4

“So, as the subject is new, people didn’t realize that all that personal data was going to stay there online … [Object] when it becomes a memorial it increases the symbol and its mechanics even more [Reputation, Visibility], and it’s a tomb as well, so it’s possible that something will be different … And it’s really strange [Emotion]. And what if whoever passed away never even agreed to this? [Autonomy; Norms, Rules and Policies, Informed Consent] and his or her family decides to keep a memorial [Relationship]... then, there is an open profile and the owner of that profile has no opinion about that (the death of the user who owns the profile)... then you go there and put whatever you want and tag... [Trust] And it is no longer a memorial … it is something else.”

P5

“I am a content producer [Identity, Visibility] too... I write, I make videos, I do some things like... I know this is going to be my legacy, so I think it somehow helps people [Sharing]. This (legacy) will be my memory [Ownership]. My immortality and so on... I don’t know if it will be just my profile there in my memory, as there are other ways to leave (a legacy).”

P6

“Imagine as if today you could have an avatar of Jean-Paul Sartre [Identity], for example, the father of existentialism in modern times, and could having contact with him, going to a French university where his avatar was there [Object], and you could have a class with him... there, with all the data [Availability], an avatar with all his publication, all his academic production in a motherboard and he would be able to answer questions and dialogue … [Usability, Scalability, Adaptability]”

P7

“It is as if we don’t... inducing to immortalize this person... why is it relevant for future generations? [Reciprocity] In contrast, we have the family’s rights after the person has passed away, and we don’t have the right to, let’s say, ask what they want, and we end up missing the point in this discussion [Autonomy, Informed Consent, Norms, Rules and Policies]... why would I like to immortalize? Because it is important for future generations? Or I should give the power to the person’s family to be able to decide this … something that has exactly what has already been said: that sentimental letter from that family bond or that letter of relevance to society [Emotion and Affection]”