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| Participativna netnografija× | Digitalna etnografija× | |
|---|---|---|
| Oblast | Kvalitativno | Kvalitativno |
| Porodica | Process / pipeline | Process / pipeline |
| Godina nastanka≠ | 1997 (netnography); participatory variant codified c. 2010–2020 | Late 1990s – 2000s |
| Tvorac≠ | Robert V. Kozinets (netnography foundation); participatory stance elaborated in Kozinets 2010/2020 | Christine Hine (virtual ethnography); Robert V. Kozinets (netnography) |
| Tip≠ | Qualitative online ethnographic approach | Qualitative research method |
| Temeljni izvor≠ | Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 978-1526458896 | Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228 |
| Drugi nazivi | participatory online ethnography, active netnography, engaged netnography, participant-observer netnography | online ethnography, virtual ethnography, internet ethnography, netnography |
| Srodne≠ | 4 | 6 |
| Sažetak≠ | Participatory Netnography is a qualitative research approach in which the researcher becomes an active, contributing member of an online community in order to study it from within. Building on Kozinets' netnography framework, it extends the purely observational stance to active participation — the researcher posts, replies, and engages authentically — generating richer, context-embedded data about online social life, consumer culture, or community practices than passive observation alone can provide. | 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. |
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