So sánh phương pháp

	Phân tích hình ảnh số	Digital Ethnography	Netnography
Lĩnh vực	Định tính	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline	Process / pipeline
Năm ra đời	2000s–2010s	Late 1990s – 2000s	1997 (coined); 2010 (first comprehensive methodology book)
Người khởi xướng	Gillian Rose; Sarah Pink (digital extension)	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Robert V. Kozinets
Loại	Qualitative analytical approach	Qualitative research method	Qualitative research method
Công trình gốc	Rose, G. (2016). Visual Methodologies: An Introduction to Researching with Visual Materials (4th ed.). Sage. ISBN: 978-1473902176	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	DVA, digital image analysis, online visual analysis, digital visual research	online ethnography, virtual ethnography, internet ethnography, netnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
Liên quan	6	6	6
Tóm tắt	Digital visual analysis is a qualitative approach for systematically examining visual materials that originate in, circulate through, or are consumed within digital environments — including social media images, video content, screenshots, memes, infographics, and online multimodal texts. Drawing on visual methodologies and digital research methods, it attends not only to what images depict but also to how they are produced, shared, and interpreted within specific digital platforms and social contexts.	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.