Methoden vergleichen

	Visuelle Elicitation-Netnographie	Netnografie – Online-ethnografische Forschung
Fachgebiet	Qualitativ	Qualitativ
Familie	Process / pipeline	Process / pipeline
Entstehungsjahr	2000s–2010s (visual turn in netnography formalized ~2010–2015)	1997 (coined); 2010 (first comprehensive methodology book)
Urheber	Robert V. Kozinets (netnography); integrated with visual elicitation traditions (Harper, Collier)	Robert V. Kozinets
Typ	Qualitative online research design	Qualitative research method
Wegweisende Quelle	Kozinets, R. V. (2015). Netnography: Redefined (2nd ed.). Sage. ISBN: 978-1446256893	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Aliasnamen	visual netnography, image-based netnography, multimedia netnography, visual online ethnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Verwandt	2	6
Zusammenfassung	Visual elicitation netnography is a qualitative online research design that adapts netnographic fieldwork to center visual data — images, videos, memes, and multimedia posts — both as primary data and as elicitation stimuli for deeper participant meaning-making. It extends Kozinets's netnography into the visually saturated landscapes of contemporary social media, treating user-generated imagery as a culturally rich text for ethnographic interpretation.	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.