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	Fältbaserad netnografi – hybrid kvalitativ forskning online och personligen	Netnografi
Ämnesområde	Kvalitativa metoder	Kvalitativa metoder
Familj	Process / pipeline	Process / pipeline
Ursprungsår	2010s–present	1997 (coined); 2010 (first comprehensive methodology book)
Upphovsperson	Robert V. Kozinets (netnography); hybrid extension developed in netnographic scholarship	Robert V. Kozinets
Typ	Qualitative research design	Qualitative research method
Ursprungskälla	Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 9781526458162	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Alias	hybrid netnography, field netnography, offline-online netnography, blended netnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Närliggande	5	6
Sammanfattning	Field-based netnography combines the systematic online community observation of netnography with direct in-person fieldwork. Researchers move between digital spaces and physical sites where the same community or practice exists, triangulating online discourse with face-to-face encounters. This approach is particularly suited to communities whose identity and practices span both online and offline worlds — fan communities, patient groups, activist networks, and professional subcultures, among others.	Netnography is a qualitative research method that adapts the principles of cultural ethnography to the study of online communities and social media environments. Coined by Robert Kozinets in 1997 and systematised in his 2010 handbook, netnography treats digital spaces — forums, social networks, blogs, review sites — as naturally occurring field sites where communities gather, share meanings, and construct identities. The method combines unobtrusive observation of digital traces with active participation and, where appropriate, direct member interaction.