Comparer des méthodes

	Netnographie critique	Netnographie interprétative
Domaine	Qualitatif	Qualitatif
Famille	Process / pipeline	Process / pipeline
Année d'origine	Late 1990s–2000s (netnography); critical applications prominent from 2000s onward	1997–2002
Auteur d'origine	Robert V. Kozinets (netnography); critical strand developed through integration with critical theory traditions (e.g., critical race theory, feminist theory)	Robert V. Kozinets
Type	Qualitative online research design	Qualitative online research design
Source fondatrice	Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 978-1526458414	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
Alias	critical online ethnography, critical internet ethnography, critical digital netnography, netnography with critical theory	interpretivist netnography, constructivist netnography, online ethnography (interpretivist), virtual ethnography (interpretive)
Apparentées	6	4
Résumé	Critical netnography applies the ethnographic toolkit of netnography to online communities while foregrounding a critical theoretical lens — such as critical race theory, feminist theory, or postcolonial theory. Rather than merely describing online culture, it interrogates how power, inequality, and ideology operate within and through digital spaces, making the approach particularly suited to researchers who wish to both understand online life and challenge the social conditions it reflects.	Interpretive netnography applies Kozinets' netnographic method within an explicitly interpretivist epistemological framework. The researcher immerses in online communities — social media, forums, blogs, or brand communities — to understand how members co-construct meaning, identity, and culture through digital interaction. Unlike positivist content analysis, interpretive netnography foregrounds the researcher's situated reading of online texts and privileges thick, contextualised meaning-making over frequency counts or variable measurement.