เปรียบเทียบวิธี

	ชาติพันธุ์วรรณนาดิจิทัล	การวิเคราะห์วาทกรรม	ทฤษฎีฐานราก
สาขาวิชา	เชิงคุณภาพ	การวิจัยเชิงคุณภาพ	การวิจัยเชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline	Process / pipeline
ปีกำเนิด	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)	1967
ผู้ริเริ่ม	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Barney Glaser and Anselm Strauss
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.	Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Aldine.
ชื่อเรียกอื่น	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis	GT, Grounded Theory Approach
ที่เกี่ยวข้อง	6	2	3
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.	Grounded Theory (GT) is a systematic qualitative research methodology in which theory emerges directly from data through iterative analysis, rather than being imposed before data collection. Developed by Barney Glaser and Anselm Strauss in 1967, GT prioritizes generating explanatory frameworks grounded in evidence.