Usporedite metode

	Interpretivna digitalna etnografija	Digitalna etnografija	Analiza diskursa
Područje	Kvalitativno	Kvalitativno	Kvalitativno istraživanje
Obitelj	Process / pipeline	Process / pipeline	Process / pipeline
Godina nastanka	Late 1990s–2000s	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)
Tvorac	Christine Hine; Sarah Pink and colleagues	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell
Vrsta	Qualitative research design	Qualitative research method	Method
Temeljni izvor	Hine, C. (2000). Virtual Ethnography. Sage. ISBN: 978-0761958963	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.
Drugi nazivi	virtual ethnography (interpretivist), online ethnography, internet ethnography, digital fieldwork	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis
Srodne	4	6	2
Sažetak	Interpretive digital ethnography is a qualitative research design that studies human cultures, communities, and practices as they emerge and unfold in digital spaces. Drawing on the interpretivist tradition, it treats online environments as genuine cultural sites and uses sustained, participant-oriented fieldwork to produce rich, context-sensitive accounts of how people create meaning through digital interaction.	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.