เปรียบเทียบวิธี

	ชาติพันธุ์วรรณนาดิจิทัล	การวิเคราะห์วาทกรรม	การวิเคราะห์เอกสาร
สาขาวิชา	เชิงคุณภาพ	การวิจัยเชิงคุณภาพ	การวิจัยเชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline	Process / pipeline
ปีกำเนิด	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)	1920
ผู้ริเริ่ม	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Max Weber and Karl Mannheim
ประเภท	Qualitative research method	Method	Method
แหล่งต้นตำรับ	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.	Scott, J. (1990). A Matter of Record: Documentary Sources in Social Research. Polity Press. ISBN: 978-0745608419
ชื่อเรียกอื่น	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis	documentary analysis, textual analysis, content analysis of documents, archival research
ที่เกี่ยวข้อง	6	2	4
สรุป	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.	Discourse analysis is a qualitative research methodology that examines how language, communication, and power shape meaning, identity, and social reality. Developed across linguistics, sociology, and psychology (particularly by Norman Fairclough and Jonathan Potter), discourse analysis goes beyond content to analyze language use as a social practice that constitutes and reflects power relations, ideologies, and social structures.	Document analysis is a systematic qualitative research method for examining written, visual, or audiovisual sources—such as policy documents, historical records, organizational records, media reports, emails, social media posts, photographs, or videos—to extract meaning, identify patterns, and understand social phenomena. Developed by Weber and Mannheim in early 20th-century sociology, the method bridges historical research, content analysis, and textual interpretation. Document analysis is used across disciplines to understand organizational change, policy evolution, media representation, historical events, and cultural meaning. Documents provide evidence of what organizations, institutions, or societies value, decide, and communicate, often revealing contradictions between policy and practice.