Usporedite metode

	Digitalna etnografija	Analiza sadržaja
Područje	Kvalitativno	Kvalitativno
Obitelj	Process / pipeline	Process / pipeline
Godina nastanka	Late 1990s – 2000s	Systematised through Krippendorff's methodology work; 4th edition 2018
Tvorac	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Klaus Krippendorff (systematic formulation); roots in early 20th-century communications research
Vrsta	Qualitative research method	Qualitative / mixed-method research technique
Temeljni izvor	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology (4th ed.). Sage. ISBN: 978-1506395661
Drugi nazivi	online ethnography, virtual ethnography, internet ethnography, netnography	İçerik Analizi, systematic content coding, quantitative content analysis
Srodne	6	5
Sažetak	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.	Content analysis is a systematic research technique for reducing text, visual, or media material into coded categories so that patterns can be counted, compared, and interpreted. Formalised by Klaus Krippendorff in his widely cited methodology textbook (latest edition 2018), the method sits at the boundary of qualitative and quantitative inquiry: it imposes structured, replicable coding on inherently meaning-laden material.