So sánh phương pháp

	Dân tộc học so sánh	Digital Ethnography
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1987–1995 (systematic comparative ethnography formalized)	Late 1990s – 2000s
Người khởi xướng	George E. Marcus (multi-sited formulation); Charles C. Ragin (comparative logic)	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
Loại	Qualitative comparative research design	Qualitative research method
Công trình gốc	Marcus, G. E. (1995). Ethnography in/of the world system: The emergence of multi-sited ethnography. Annual Review of Anthropology, 24, 95–117.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
Tên gọi khác	multi-sited ethnography, cross-site ethnography, comparative field research, comparative participant observation	online ethnography, virtual ethnography, internet ethnography, netnography
Liên quan	6	6
Tóm tắt	Comparative ethnography is a qualitative research design that conducts in-depth ethnographic fieldwork across two or more sites, groups, communities, or cultural settings in order to generate systematic comparisons. Rather than describing a single community in isolation, it traces similarities, differences, and interconnections across cases, producing theoretically grounded insights that no single site could yield alone.	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.