Porovnat metody

	Terénní netnografie	Digitální etnografie
Obor	Kvalitativní metody	Kvalitativní metody
Rodina	Process / pipeline	Process / pipeline
Rok vzniku	2010s–present	Late 1990s – 2000s
Tvůrce	Robert V. Kozinets (netnography); hybrid extension developed in netnographic scholarship	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
Typ	Qualitative research design	Qualitative research method
Původní zdroj	Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 9781526458162	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
Další názvy	hybrid netnography, field netnography, offline-online netnography, blended netnography	online ethnography, virtual ethnography, internet ethnography, netnography
Příbuzné	5	6
Shrnutí	Field-based netnography combines the systematic online community observation of netnography with direct in-person fieldwork. Researchers move between digital spaces and physical sites where the same community or practice exists, triangulating online discourse with face-to-face encounters. This approach is particularly suited to communities whose identity and practices span both online and offline worlds — fan communities, patient groups, activist networks, and professional subcultures, among others.	Digital ethnography is a qualitative research method that adapts traditional ethnographic fieldwork to online and digitally mediated settings. Drawing on sustained participant observation, document collection, and sometimes interviews, the researcher immerses themselves in one or more digital communities — social media platforms, forums, gaming spaces, or messaging groups — to understand how culture, identity, and social practice are constructed through digital interaction. The approach recognises that online spaces are not merely reflections of offline life but distinctive sites of cultural production in their own right.