Netnography: Doing Ethnographic Research Online

Couverture
SAGE Publications, 2010 - 221 pages

This exciting new text is the first to explore the discipline of ‘Netnography’ – the conduct of ethnography over the internet – a method specifically designed to study cultures and communities online. For the first time, full procedural guidelines for the accurate and ethical conduct of ethnographic research online are set out, with detailed, step-by-step guidance to thoroughly introduce, explain, and illustrate the method to students and researchers. The author also surveys the latest research on online cultures and communities, focusing on the methods used to study them, with examples focusing on the new elements and contingencies of the blogosphere (blogging), microblogging, videocasting, podcasting, social networking sites, virtual worlds, and more.


 

Table des matières

1 CULTURES AND COMMUNITIES ONLINE
1
2 UNDERSTANDING CULTURE ONLINE
21
Methods
41
4 THE METHOD OF NETNOGRAPHY
58
5 PLANNING AND ENTRÉE
74
6 DATA COLLECTION
95
7 DATA ANALYSIS
118
8 CONDUCTING ETHICAL NETNOGRAPHY
136
9 REPRESENTATION AND EVALUATION
157
The Changing Landscape
174
ENDNOTES
185
GLOSSARY
188
APPENDIX
194
REFERENCES
198
INDEX
213
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À propos de l'auteur (2010)

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California's Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world's best students and consulted with a range of highly respected global organizations.

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