เปรียบเทียบวิธี

	ชาติพันธุ์วรรณนาดิจิทัล	ชาติพันธุ์วรรณนา	ทฤษฎีฐานราก
สาขาวิชา	เชิงคุณภาพ	เชิงคุณภาพ	การวิจัยเชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline	Process / pipeline
ปีกำเนิด	Late 1990s – 2000s	c. 1922 (Malinowski's Argonauts of the Western Pacific)	1967
ผู้ริเริ่ม	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology	Barney Glaser and Anselm Strauss
ประเภท	Qualitative research method	Qualitative fieldwork tradition	Method
แหล่งต้นตำรับ	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462	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	Etnografi, participant observation, fieldwork, ethnographic research	GT, Grounded Theory Approach
ที่เกี่ยวข้อง	6	5	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.	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.	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.