So sánh phương pháp

	Tự thuật dân tộc học số	Digital Ethnography
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	2000s–2010s	Late 1990s – 2000s
Người khởi xướng	Annette Markham; expanded through netnography work by Robert Kozinets	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
Loại	Qualitative self-reflexive design	Qualitative research method
Công trình gốc	Markham, A. N. (2013). Undermining 'data': A critical examination of a core term in scientific inquiry. First Monday, 18(10).	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
Tên gọi khác	online autoethnography, virtual autoethnography, digital self-ethnography, networked autoethnography	online ethnography, virtual ethnography, internet ethnography, netnography
Liên quan	5	6
Tóm tắt	Digital autoethnography is a qualitative research design in which the researcher systematically examines their own lived experience within digital environments — social media platforms, online communities, gaming worlds, digital workplaces, or other networked spaces — to illuminate broader cultural and social phenomena. Combining autoethnography's first-person reflexivity with the study of digital life, it treats personal digital traces, interactions, and self-representations as primary data.	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.