手法を比較

	Multi-Sited Ethnography	デジタル・エスノグラフィー
分野	Anthropology	質的手法
系統	Process / pipeline	Process / pipeline
提唱年	1995	Late 1990s – 2000s
提唱者	George E. Marcus	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
種類	Fieldwork design tracing connections across multiple field sites	Qualitative research method
原典	Marcus, G. E. (1995). Ethnography in/of the world system: the emergence of multi-sited ethnography. Annual Review of Anthropology, 24, 95–117.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
別名	Multisited Ethnography, Multi-Locale Ethnography, Mobile Ethnography, Follow-the-Thing Ethnography	online ethnography, virtual ethnography, internet ethnography, netnography
関連	4	6
概要	Multi-sited ethnography is a fieldwork design, articulated by George Marcus in 1995, in which the ethnographer studies a single cultural phenomenon by moving across the multiple, geographically dispersed sites through which it circulates rather than dwelling in one bounded village or community. Instead of asking 'what is the culture of this place?', the researcher asks 'how is this object, person, or idea connected across places?' and follows it wherever it goes. The result is an account of globalized, networked, or transnational phenomena that no single locality could reveal on its own.	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.