So sánh phương pháp

	Digital Ethnography	Lý thuyết Nền tảng
Lĩnh vực	Định tính	Nghiên cứu định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	Late 1990s – 2000s	1967
Người khởi xướng	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Barney Glaser and Anselm Strauss
Loại	Qualitative research method	Method
Công trình gốc	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Aldine.
Tên gọi khác	online ethnography, virtual ethnography, internet ethnography, netnography	GT, Grounded Theory Approach
Liên quan	6	3
Tóm tắt	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.	Grounded Theory (GT) is a systematic qualitative research methodology in which theory emerges directly from data through iterative analysis, rather than being imposed before data collection. Developed by Barney Glaser and Anselm Strauss in 1967, GT prioritizes generating explanatory frameworks grounded in evidence.