Process / pipelineData collection
Online Field Notes — Digital and Virtual Observational Records
Online field notes are structured, researcher-authored records of observations made within digital environments — social media platforms, online communities, virtual worlds, forums, and video-mediated spaces. Adapted from the classical ethnographic field note tradition, they capture not only what is observed but how the researcher interprets and situates those observations in real time, forming a primary data source for virtual ethnography and netnography.
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Sources
- Emerson, R. M., Fretz, R. I., & Shaw, L. L. (2011). Writing Ethnographic Fieldnotes (2nd ed.). University of Chicago Press. ISBN: 978-0226206837
- Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 978-1526454423