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Concept
Netnography
Résumé
Netnography is a specific type of qualitative social media research. It adapts the methods of ethnography to understand social interaction in contemporary digital communications contexts. Netnography is a specific set of research practices related to data collection, analysis, research ethics, and representation, rooted in participant observation. In netnography, a significant amount of the data originates in and manifests through the digital traces of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person participant observation techniques of anthropology to the study of interactions and experiences manifesting through digital communications .
The term netnography is a portmanteau combining "Internet" or "network" with "ethnography". Netnography was originally developed in 1995 by marketing professor Robert Kozinets as a tool to analyze online fan discussions about the Star Trek franchise. The use of the method spread from marketing research and consumer research to a range of other disciplines, including education, library and information sciences, hospitality, tourism, computer science, psychology, sociology, anthropology, geography, urban studies, leisure and game studies, and human sexuality and addiction research.
Though netnography is developed from ethnography and applied in the online settings, it is more than the application of qualitative research in the form of traditional ethnographic techniques in an online context. There are several characters that differentiate netnography from ethnography.
Research focus. Netnographic research is more focused on reflections and data provided by online communities, whereas ethnography can focus on the entire human society.
Communication focus. Ethnography comprises research into all forms of human communication, including body language and tone of voice.
Source officielle
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