http://k9drift.tumblr.com/
Netnography- An Overview of online ethnographic research
Tony Dong Yung Yu
Netnography• “A type of online or internet, ethnography;
Netnography provides guidelines for the adaptation of participant-observation procedures to the contingencies of online community and culture that manifest through computer-mediated communications. “ - (Kozinets, 2010)
QuantitativeMetrics
QualitativeResearch
• Anthropologists• Netnography
• CPM• Reach
When to use which?
Blended
Have both online and in-person interaction and data collection Blended Ethnography/Netnography
Pure Ethnography
Pure N
etnography
(Kozinets, 2010)
Netnographic Research
(Kozinets, 2010)
Planning
(Kozinets, 2010)
Planning
• Define Research Topics & Questions• Select appropriate research sites• Preparation for Entry (ask “how”):– Ethics– Data collection/recording– Familiarization– Observation (guidelines)– For more: http://k9drift.tumblr.com/
To experience online social interaction in the same way as the participantsTo experience online social interaction in the same way as the participants
(Kozinets, 2010)
Ethical Netnography
• Identify and Explain yourself• Ask for permission• Consult with experts• Informed Consent• Citation, cloaking, crediting
(Kozinets, 2010)
Entrée
(Kozinets, 2010)
Entrée
• Act like a new MEMBER• (not a researcher)
• Start contributing
• Be creative and interesting
(Kozinets, 2010)
My Entrée – Online motorcycle community
• Identify self and purpose
• Giving before Taking
• Contributing to community
Data Collection
(Kozinets, 2010)
Data Collection
• 3 types of data to collect– Archive
• data without researchers involvement– Elicited
• co-created by researchers & members– Fieldnotes
• observational and reflective notes
• Computer Assisted Qualitative Data Analysis Software– Amount of data– Project organization– Sample list of vendors: http://k9drift.tumblr.com/
(Kozinets, 2010)
be organized!be organized!
Example- Elicitation
Data Analysis
(Kozinets, 2010)
Data Analysis
• Analytical Coding
Explanation of consistency in dataExplanation of consistency in data (Kozinets, 2010)
Data Analysis• Hermeneutic Analysis –
• uses Analytical Coding as starting point
develops
helps to understand
Constant Refinement -
Constant Refinement -
Rich global insight of community/cultureRich global insight of community/culture
Global meaning
Global meaning
Individual elementsIndividual elements
(Kozinets, 2010)
Example – Archived Data
Evaluation
(Kozinets, 2010)
Representation & Evaluation• Netnography Criteria
CoherenceCoherence
RigourRigour
LiteracyLiteracy
GroundednessGroundedness
InnovationInnovation
ResonanceResonance
VerisimilitudeVerisimilitude
ReflexibilityReflexibility
PraxisPraxis
IntermixIntermix
(Kozinets, 2010)http://k9drift.tumblr.com/
Thank you• Robert V. Kozinets, Netnography – Doing Ethnographic Research
Online, [London: Sage, 2010]
• Blog: http://k9drift.tumblr.com/
• Practice, Practice and Practice
Questions
• Ethical concerns?• False Identity concerns?• My netnography experiment?
Recommended