So sánh phương pháp

	Nền dân tộc học kỹ thuật số diễn giải	Digital Ethnography	Phân tích diễn ngôn
Lĩnh vực	Định tính	Định tính	Nghiên cứu định tính
Họ	Process / pipeline	Process / pipeline	Process / pipeline
Năm ra đời	Late 1990s–2000s	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)
Người khởi xướng	Christine Hine; Sarah Pink and colleagues	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell
Loại	Qualitative research design	Qualitative research method	Method
Công trình gốc	Hine, C. (2000). Virtual Ethnography. Sage. ISBN: 978-0761958963	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.
Tên gọi khác	virtual ethnography (interpretivist), online ethnography, internet ethnography, digital fieldwork	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis
Liên quan	4	6	2
Tóm tắt	Interpretive digital ethnography is a qualitative research design that studies human cultures, communities, and practices as they emerge and unfold in digital spaces. Drawing on the interpretivist tradition, it treats online environments as genuine cultural sites and uses sustained, participant-oriented fieldwork to produce rich, context-sensitive accounts of how people create meaning through digital interaction.	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.