방법 비교

	오토에스노그래피	디지털 민족지학
분야	질적 방법	질적 방법
계열	Process / pipeline	Process / pipeline
기원 연도	Late 20th century (term coined 1979; method consolidated 1990s–2000s)	Late 1990s – 2000s
창시자	Carolyn Ellis, Arthur Bochner, Norman Denzin (prominent theorists); David Hayano coined the term in 1979	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
유형	Qualitative research method	Qualitative research method
원전	Ellis, C. (2004). The Ethnographic I: A Methodological Novel about Autoethnography. AltaMira Press. ISBN: 978-0759100947	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
별칭	auto-ethnography, AE, personal narrative research, self-ethnography	online ethnography, virtual ethnography, internet ethnography, netnography
관련	6	6
요약	Autoethnography is a qualitative research method in which the researcher uses systematic self-reflection and personal narrative to examine their own experiences within a cultural, social, or organizational context. By treating the self as both subject and instrument, autoethnography connects individual lived experience to broader cultural patterns, making personal stories analytically and socially significant. It bridges autobiography and ethnography, producing accounts that are simultaneously evocative and scholarly.	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.