방법 비교

	비교 민족지학	비교 민족지
분야	질적 방법	질적 방법
계열	Process / pipeline	Process / pipeline
기원 연도	Late 1990s–2000s (netnography ~1997; comparative extension ~2000s–2010s)	1987–1995 (systematic comparative ethnography formalized)
창시자	Robert V. Kozinets (netnography); comparative extension through multi-site online fieldwork practice	George E. Marcus (multi-sited formulation); Charles C. Ragin (comparative logic)
유형	Qualitative comparative research design	Qualitative comparative research design
원전	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875532	Marcus, G. E. (1995). Ethnography in/of the world system: The emergence of multi-sited ethnography. Annual Review of Anthropology, 24, 95–117.
별칭	cross-community netnography, multi-site netnography, comparative online ethnography, comparative virtual ethnography	multi-sited ethnography, cross-site ethnography, comparative field research, comparative participant observation
관련	5	6
요약	Comparative netnography applies netnographic methods systematically across two or more online communities, platforms, or cultural contexts to reveal both shared and divergent patterns in online social life. Grounded in Kozinets's netnographic tradition, it extends single-site online ethnography into a comparative logic: the researcher immerses in multiple digital field sites, gathers culturally embedded data, and analyses across sites to generate theoretically richer, transferable insights.	Comparative ethnography is a qualitative research design that conducts in-depth ethnographic fieldwork across two or more sites, groups, communities, or cultural settings in order to generate systematic comparisons. Rather than describing a single community in isolation, it traces similarities, differences, and interconnections across cases, producing theoretically grounded insights that no single site could yield alone.