方法对比

	批判性民族志	Netnography
领域	质性	质性
方法族	Process / pipeline	Process / pipeline
起源年份	Late 1990s–2000s (netnography); critical applications prominent from 2000s onward	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Robert V. Kozinets (netnography); critical strand developed through integration with critical theory traditions (e.g., critical race theory, feminist theory)	Robert V. Kozinets
类型	Qualitative online research design	Qualitative research method
开创性文献	Kozinets, R. V. (2020). Netnography: The Essential Guide to Qualitative Social Media Research (3rd ed.). Sage. ISBN: 978-1526458414	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	critical online ethnography, critical internet ethnography, critical digital netnography, netnography with critical theory	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	6	6
摘要	Critical netnography applies the ethnographic toolkit of netnography to online communities while foregrounding a critical theoretical lens — such as critical race theory, feminist theory, or postcolonial theory. Rather than merely describing online culture, it interrogates how power, inequality, and ideology operate within and through digital spaces, making the approach particularly suited to researchers who wish to both understand online life and challenge the social conditions it reflects.	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.