So sánh phương pháp

	Netnography	Phân tích diễn ngôn
Lĩnh vực	Định tính	Nghiên cứu định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1997 (coined); 2010 (first comprehensive methodology book)	1989 (Fairclough); 1987 (Potter & Wetherell)
Người khởi xướng	Robert V. Kozinets	Norman Fairclough; Jonathan Potter and Margaret Wetherell
Loại	Qualitative research method	Method
Công trình gốc	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907	Fairclough, N. (1989). Language and power. Longman.
Tên gọi khác	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography	DA, Critical Discourse Analysis, Discursive Analysis
Liên quan	6	2
Tóm tắt	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.	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.