השוואת שיטות

	אתנוגרפיה דיגיטלית	ניתוח שיח
תחום	איכותני	מחקר איכותני
משפחה	Process / pipeline	Process / pipeline
שנת המקור	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)
הוגה השיטה	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell
סוג	Qualitative research method	Method
מקור מכונן	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.
כינויים	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis
קשורות	6	2
תקציר	Digital ethnography is a qualitative research method that adapts traditional ethnographic fieldwork to online and digitally mediated settings. Drawing on sustained participant observation, document collection, and sometimes interviews, the researcher immerses themselves in one or more digital communities — social media platforms, forums, gaming spaces, or messaging groups — to understand how culture, identity, and social practice are constructed through digital interaction. The approach recognises that online spaces are not merely reflections of offline life but distinctive sites of cultural production in their own right.	Discourse analysis is a qualitative research methodology that examines how language, communication, and power shape meaning, identity, and social reality. Developed across linguistics, sociology, and psychology (particularly by Norman Fairclough and Jonathan Potter), discourse analysis goes beyond content to analyze language use as a social practice that constitutes and reflects power relations, ideologies, and social structures.