Podcast
Questions and Answers
How does netnography differ from traditional ethnography in terms of data collection?
How does netnography differ from traditional ethnography in terms of data collection?
Netnography focuses on computer-mediated communications and online data, while traditional ethnography involves more direct, in-person observation.
Explain how increased field site accessibility impacts netnographic research.
Explain how increased field site accessibility impacts netnographic research.
It allows researchers to study geographically dispersed online communities, creating virtually borderless environments for interaction and data collection.
What is a key challenge of netnographic fieldwork related to distinguishing between online and offline realities?
What is a key challenge of netnographic fieldwork related to distinguishing between online and offline realities?
The false distinction between online and offline social worlds complicates gaining a complete view, as netnography often only captures online behavior.
How does netnography address the challenge of 'data overload'?
How does netnography address the challenge of 'data overload'?
Why is 'communication connectedness across multiple platforms' significant in netnography?
Why is 'communication connectedness across multiple platforms' significant in netnography?
In the context of netnography, what does 'increased communicative variety' refer to?
In the context of netnography, what does 'increased communicative variety' refer to?
Why is 'auto-archiving' considered a key characteristic of netnography in field data?
Why is 'auto-archiving' considered a key characteristic of netnography in field data?
What initial preparation step is crucial for netnography according to the text?
What initial preparation step is crucial for netnography according to the text?
Explain how the flexibility of netnography benefits researchers exploring diverse cultures.
Explain how the flexibility of netnography benefits researchers exploring diverse cultures.
What characteristic should the field you study have for a good netnography?
What characteristic should the field you study have for a good netnography?
Flashcards
Netnography
Netnography
Internet ethnography; flexible research to explore diverse online cultures through computer-mediated data.
Increased Field Site Accessibility
Increased Field Site Accessibility
Social media creates a borderless environment, allowing geographically distant individuals to connect and communicate.
Increased Communicative Variety
Increased Communicative Variety
Netnography offers a range of communication methods, including text, calls, and anonymous digital interactions.
Communication Connectedness
Communication Connectedness
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Auto-archiving
Auto-archiving
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Challenge: False distinction
Challenge: False distinction
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Challenge: Data overload
Challenge: Data overload
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Elements of Netnography
Elements of Netnography
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Study Notes
Netnographic Analysis: Understanding Culture through Social Media Data
- Netnography is Internet ethnography.
- It shares similar elements with ethnography, such as flexibility, enabling researchers to explore diverse and cultural environments.
- Netnography is based on online matters.
- It examines computer-mediated communications.
- Researchers can gather information from both elicited and non-elicited data using netnography.
Main characteristics of netnography
- Increased field site accessibility due to social media, participants are in a virtually borderless environment where geographically dispersed people can meet and communicate.
- Increased communicative variety, including texting, calling, digital face-to-face interaction and anonymous communication
- Communication connectedness exists across multiple forms/fields. One can discuss on multiple sites between multiple community members, and easily post and share content on multiple platforms.
- Auto-archiving provides a way of automatic saving, sorting, classifying, and archiving media.
Challenges of Netnographic Fieldwork
- People make a false distinction the online and offline social worlds. Complete view is difficult as only online behaviour is seen.
- Epistemological & Pragmatic questions are raised because the Internet provides access to so much data that netnographers face data overload. Indentification and classification of data can be challenging.
Netnography Considerations & Steps
- Primary step is preparing for data collections and cultural entree
- Have a relevant research question.
- The field you study should have a higher traffic of postings.
- The field you study should have a larger number of
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Description
Explore netnography, an Internet ethnography method. It shares similar elements with ethnography, enabling researchers to explore diverse and cultural environments. Researchers can gather information from both elicited and non-elicited data using it.
