방법 비교

	비교 민족지학	디지털 민족지학
분야	질적 방법	질적 방법
계열	Process / pipeline	Process / pipeline
기원 연도	Late 1990s–2000s (netnography ~1997; comparative extension ~2000s–2010s)	Late 1990s – 2000s
창시자	Robert V. Kozinets (netnography); comparative extension through multi-site online fieldwork practice	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
유형	Qualitative comparative research design	Qualitative research method
원전	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875532	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
별칭	cross-community netnography, multi-site netnography, comparative online ethnography, comparative virtual ethnography	online ethnography, virtual ethnography, internet ethnography, netnography
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.	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.