Cyberbullying has become a major social concern because it raises questions about technoethics. It has been the subject of research, information and prevention activities for different groups to protect against the misuse of technology, and because of that, this paper is based on an exploratory study about the sociological phenomenon of cyberbullying among Portuguese university students. The paper stresses the connection between the concepts of bullying and cyberbullying while promoting a flexible epistemological model that highlights the emerging nature of these phenomena based on the theoretical contribution of Gregory Bateson. In the end, the authors present the main conclusions of the empirical study.