netnography - theory & how-to's

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http:// k9drift.tumblr.com/ Netnograph y - An Overview of online ethnographic research Tony Dong Yung Yu

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Page 1: Netnography - Theory & How-To's

http://k9drift.tumblr.com/

Netnography- An Overview of online ethnographic research

Tony Dong Yung Yu

Page 2: Netnography - Theory & How-To's

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

Page 3: Netnography - Theory & How-To's

When to use which?

Page 4: Netnography - Theory & How-To's

Blended

Have both online and in-person interaction and data collection Blended Ethnography/Netnography

Pure Ethnography

Pure N

etnography

(Kozinets, 2010)

Page 5: Netnography - Theory & How-To's

Netnographic Research

(Kozinets, 2010)

Page 6: Netnography - Theory & How-To's

Planning

(Kozinets, 2010)

Page 7: Netnography - Theory & How-To's

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)

Page 8: Netnography - Theory & How-To's

Ethical Netnography

• Identify and Explain yourself• Ask for permission• Consult with experts• Informed Consent• Citation, cloaking, crediting

(Kozinets, 2010)

Page 9: Netnography - Theory & How-To's

Entrée

(Kozinets, 2010)

Page 10: Netnography - Theory & How-To's

Entrée

• Act like a new MEMBER• (not a researcher)

• Start contributing

• Be creative and interesting

(Kozinets, 2010)

Page 11: Netnography - Theory & How-To's

My Entrée – Online motorcycle community

• Identify self and purpose

• Giving before Taking

• Contributing to community

Page 12: Netnography - Theory & How-To's

Data Collection

(Kozinets, 2010)

Page 13: Netnography - Theory & How-To's

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!

Page 14: Netnography - Theory & How-To's

Example- Elicitation

Page 15: Netnography - Theory & How-To's

Data Analysis

(Kozinets, 2010)

Page 16: Netnography - Theory & How-To's

Data Analysis

• Analytical Coding

Explanation of consistency in dataExplanation of consistency in data (Kozinets, 2010)

Page 17: Netnography - Theory & How-To's

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)

Page 18: Netnography - Theory & How-To's

Example – Archived Data

Page 19: Netnography - Theory & How-To's

Evaluation

(Kozinets, 2010)

Page 20: Netnography - Theory & How-To's

Representation & Evaluation• Netnography Criteria

CoherenceCoherence

RigourRigour

LiteracyLiteracy

GroundednessGroundedness

InnovationInnovation

ResonanceResonance

VerisimilitudeVerisimilitude

ReflexibilityReflexibility

PraxisPraxis

IntermixIntermix

(Kozinets, 2010)http://k9drift.tumblr.com/

Page 21: Netnography - Theory & How-To's

Thank you• Robert V. Kozinets, Netnography – Doing Ethnographic Research

Online, [London: Sage, 2010]

• Blog: http://k9drift.tumblr.com/

• Practice, Practice and Practice

Page 22: Netnography - Theory & How-To's

Questions

• Ethical concerns?• False Identity concerns?• My netnography experiment?