Netnography
Doing Ethnographic Research Online
1st Edition
Published on 18. December 2009
Book
Hardback
232 pages
978-1-84860-644-9 (ISBN)
Description
With as many as 1 billion people now using online communities such as newsgroups, blogs, forums, social networking sites, podcasting, videocasting, photosharing communities, and virtual worlds, the internet is now an important site for research.
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.
This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.
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.
This book will be essential reading for researchers and students in social sciences such as anthropology, sociology, marketing and consumer research, organization and management studies and cultural and media studies.
Reviews / Votes
'I find the greatest contribution of the volume to be in Kozinets' model for blending (online) netnography with (offline) ethnography...While the entire netnographic approach will appeal to Internet specialists, this 'blending' aspect may attract a wider audience ofanthropologists who are already familiar with, and engaging in, traditional ethnography'
- Francine Barone, Journal of the Anthropological Society of Oxford-online
'A definite must for anyone interested in understanding or conducting "netnography"' -
The Qualitative Report
'Netnography: Doing Ethnographic Research Online is a methodological handbook aimed at...anyone who is interested in researching online communities and cultures, and other forms of online social behavior... Using interesting examples from his own research work, the author brilliantly transfers his experience and expertise to the reader' -
Eva Brajkovi!c
University of Primorska (Slovenia)
'Kozinets' call for respect, patience and researcher accountability is
matched by personal, anecdotal examples that establish a good ethical tone throughout the text. Illustrative case studies of first-hand fieldwork experiences present readable and engaging vignettes to the student reader that reveal in clear terms how key ethnographic
moments ... have analogous forms in netnography, including the intricate process of becoming a community member by respectfully building relationships slowly over time'
-Francine Barone
More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 242 mm
Width: 170 mm
Weight
535 gr
ISBN-13
978-1-84860-644-9 (9781848606449)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2015
2nd Edition
SAGE Publications Ltd
€148.56
Article exhausted; check for reprint
Person
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.
Content
Cultures and Communities Online
Understanding Culture Online
Researching Online: Methods
The Method of Netnography
Planning and Entree
Data Collection
Data Analysis
Conducting Ethical Netnography
Representation and Evaluation
Advancing Netnography: The Changing Landscape
Understanding Culture Online
Researching Online: Methods
The Method of Netnography
Planning and Entree
Data Collection
Data Analysis
Conducting Ethical Netnography
Representation and Evaluation
Advancing Netnography: The Changing Landscape