So sánh phương pháp

	Netnography diễn giải	Digital Ethnography
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1997–2002	Late 1990s – 2000s
Người khởi xướng	Robert V. Kozinets	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)
Loại	Qualitative online research design	Qualitative research method
Công trình gốc	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228
Tên gọi khác	interpretivist netnography, constructivist netnography, online ethnography (interpretivist), virtual ethnography (interpretive)	online ethnography, virtual ethnography, internet ethnography, netnography
Liên quan	4	6
Tóm tắt	Interpretive netnography applies Kozinets' netnographic method within an explicitly interpretivist epistemological framework. The researcher immerses in online communities — social media, forums, blogs, or brand communities — to understand how members co-construct meaning, identity, and culture through digital interaction. Unlike positivist content analysis, interpretive netnography foregrounds the researcher's situated reading of online texts and privileges thick, contextualised meaning-making over frequency counts or variable measurement.	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.