So sánh phương pháp

	Dân tộc học số học so sánh	Digital Ethnography	Netnography
Lĩnh vực	Định tính	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline	Process / pipeline
Năm ra đời	1995–2000 (multi-sited framework 1995; virtual ethnography 2000)	Late 1990s – 2000s	1997 (coined); 2010 (first comprehensive methodology book)
Người khởi xướng	Christine Hine (digital ethnography); George E. Marcus (multi-sited ethnography)	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Robert V. Kozinets
Loại	Qualitative research design	Qualitative research method	Qualitative research method
Công trình gốc	Hine, C. (2000). Virtual Ethnography. Sage. ISBN: 978-0761958963	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Tên gọi khác	CDE, multi-site digital ethnography, cross-platform ethnography, comparative virtual ethnography	online ethnography, virtual ethnography, internet ethnography, netnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Liên quan	5	6	6
Tóm tắt	Comparative Digital Ethnography (CDE) is a qualitative design that applies ethnographic methods — sustained participant observation, interview, and artefact analysis — across two or more digital settings simultaneously. By systematically comparing practices, meanings, and interactions in different online environments (e.g., distinct platforms, communities, or national contexts), CDE surfaces both site-specific patterns and cross-cutting cultural logics that a single-site study would miss.	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.	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.