手法を比較

	デジタル・オートエスノグラフィー	ネットノグラフィー
分野	質的手法	質的手法
系統	Process / pipeline	Process / pipeline
提唱年	2000s–2010s	1997 (coined); 2010 (first comprehensive methodology book)
提唱者	Annette Markham; expanded through netnography work by Robert Kozinets	Robert V. Kozinets
種類	Qualitative self-reflexive design	Qualitative research method
原典	Markham, A. N. (2013). Undermining 'data': A critical examination of a core term in scientific inquiry. First Monday, 18(10).	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
別名	online autoethnography, virtual autoethnography, digital self-ethnography, networked autoethnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
関連	5	6
概要	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.	Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction.