So sánh phương pháp

	Nghiên cứu dân tộc học tham gia trực tuyến	Dân tộc học
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1997 (netnography); participatory variant codified c. 2010–2020	c. 1922 (Malinowski's Argonauts of the Western Pacific)
Người khởi xướng	Robert V. Kozinets (netnography foundation); participatory stance elaborated in Kozinets 2010/2020	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
Loại	Qualitative online ethnographic approach	Qualitative fieldwork tradition
Công trình gốc	Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 978-1526458896	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
Tên gọi khác	participatory online ethnography, active netnography, engaged netnography, participant-observer netnography	Etnografi, participant observation, fieldwork, ethnographic research
Liên quan	4	5
Tóm tắt	Participatory Netnography is a qualitative research approach in which the researcher becomes an active, contributing member of an online community in order to study it from within. Building on Kozinets' netnography framework, it extends the purely observational stance to active participation — the researcher posts, replies, and engages authentically — generating richer, context-embedded data about online social life, consumer culture, or community practices than passive observation alone can provide.	Ethnography is a qualitative research tradition in which a researcher immerses themselves in a social group or community over an extended period — typically three to six months or longer — to study its culture, values, and behaviours in their natural setting. Originating in social and cultural anthropology, and consolidated as a rigorous method by Bronisław Malinowski in the early twentieth century, ethnography produces rich, contextualised accounts of how people live, work, and make meaning together.