手法を比較

	デジタル・エスノグラフィー	Grounded Theory
分野	質的手法	質的研究
系統	Process / pipeline	Process / pipeline
提唱年	Late 1990s – 2000s	1967
提唱者	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Barney Glaser and Anselm Strauss
種類	Qualitative research method	Method
原典	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Aldine.
別名	online ethnography, virtual ethnography, internet ethnography, netnography	GT, Grounded Theory Approach
関連	6	3
概要	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.	Grounded Theory (GT) is a systematic qualitative research methodology in which theory emerges directly from data through iterative analysis, rather than being imposed before data collection. Developed by Barney Glaser and Anselm Strauss in 1967, GT prioritizes generating explanatory frameworks grounded in evidence.