So sánh phương pháp

	Phân tích nội dung	Digital Ethnography	Phân tích diễn ngôn	Netnography
Lĩnh vực	Định tính	Định tính	Nghiên cứu định tính	Định tính
Họ	Process / pipeline	Process / pipeline	Process / pipeline	Process / pipeline
Năm ra đời	Systematised through Krippendorff's methodology work; 4th edition 2018	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)	1997 (coined); 2010 (first comprehensive methodology book)
Người khởi xướng	Klaus Krippendorff (systematic formulation); roots in early 20th-century communications research	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Robert V. Kozinets
Loại	Qualitative / mixed-method research technique	Qualitative research method	Method	Qualitative research method
Công trình gốc	Krippendorff, K. (2018). Content Analysis: An Introduction to Its Methodology (4th ed.). Sage. ISBN: 978-1506395661	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
Tên gọi khác	İçerik Analizi, systematic content coding, quantitative content analysis	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Liên quan	5	6	2	6
Tóm tắt	Content analysis is a systematic research technique for reducing text, visual, or media material into coded categories so that patterns can be counted, compared, and interpreted. Formalised by Klaus Krippendorff in his widely cited methodology textbook (latest edition 2018), the method sits at the boundary of qualitative and quantitative inquiry: it imposes structured, replicable coding on inherently meaning-laden material.	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.	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.