השוואת שיטות

	דיגיטל-אוטו-אנתרופולוגיה	ניתוח תמטי רפלקסיבי
תחום	איכותני	איכותני
משפחה	Process / pipeline	Process / pipeline
שנת המקור	2000s–2010s	2006 (seminal paper); explicitly named 'reflexive' from ~2019
הוגה השיטה	Annette Markham; expanded through netnography work by Robert Kozinets	Virginia Braun & Victoria Clarke
סוג	Qualitative self-reflexive design	Qualitative research method
מקור מכונן	Markham, A. N. (2013). Undermining 'data': A critical examination of a core term in scientific inquiry. First Monday, 18(10).	Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.
כינויים	online autoethnography, virtual autoethnography, digital self-ethnography, networked autoethnography	RTA, reflexive TA, Braun and Clarke thematic analysis, qualitative thematic analysis
קשורות	5	6
תקציר	Digital autoethnography is a qualitative research design in which the researcher systematically examines their own lived experience within digital environments — social media platforms, online communities, gaming worlds, digital workplaces, or other networked spaces — to illuminate broader cultural and social phenomena. Combining autoethnography's first-person reflexivity with the study of digital life, it treats personal digital traces, interactions, and self-representations as primary data.	Reflexive Thematic Analysis (RTA) is a widely used qualitative method for identifying, analysing, and interpreting patterns of shared meaning — called themes — across a dataset. Developed by Virginia Braun and Victoria Clarke, it is theoretically flexible, works across epistemological positions, and foregrounds the researcher's active, interpretive role rather than treating themes as features that simply emerge from data. It differs from older 'codebook' approaches by treating the analyst's subjectivity as a resource rather than a source of bias to be suppressed.