Methoden vergleichen

	Netnografie – Online-ethnografische Forschung	Ethnographie
Fachgebiet	Qualitativ	Qualitativ
Familie	Process / pipeline	Process / pipeline
Entstehungsjahr	1997 (coined); 2010 (first comprehensive methodology book)	c. 1922 (Malinowski's Argonauts of the Western Pacific)
Urheber	Robert V. Kozinets	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
Typ	Qualitative research method	Qualitative fieldwork tradition
Wegweisende Quelle	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
Aliasnamen	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography	Etnografi, participant observation, fieldwork, ethnographic research
Verwandt	6	5
Zusammenfassung	Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction.	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.