เปรียบเทียบวิธี

	Ethnographic Content Analysis	ชาติพันธุ์วรรณนาดิจิทัล
สาขาวิชา	Anthropology	เชิงคุณภาพ
ตระกูล	Process / pipeline	Process / pipeline
ปีกำเนิด	1987	Late 1990s – 2000s
ผู้ริเริ่ม	David L. Altheide	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
ประเภท	Reflexive, iterative qualitative analysis of documents and media	Qualitative research method
แหล่งต้นตำรับ	Altheide, D. L. (1987). Ethnographic content analysis. Qualitative Sociology, 10(1), 65–77.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
ชื่อเรียกอื่น	ECA, Reflexive Content Analysis, Qualitative Media Analysis, Altheide's Content Analysis	online ethnography, virtual ethnography, internet ethnography, netnography
ที่เกี่ยวข้อง	4	6
สรุป	Ethnographic content analysis (ECA), developed by David Altheide, is a reflexive and iterative approach to the qualitative analysis of documents and media that blends the systematic coding of classic content analysis with an ethnographic sensibility toward meaning and context. Rather than fixing categories in advance and counting their occurrence, the analyst moves back and forth between concepts and data, letting categories emerge, change, and deepen as the corpus is read. The goal is to understand how meaning is constructed and patterned in texts — newspapers, reports, broadcasts, online media — much as a fieldworker comes to understand a setting.	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.