方法对比

	数字民族志	话语分析	民族志
领域	质性	质性研究	质性
方法族	Process / pipeline	Process / pipeline	Process / pipeline
起源年份	Late 1990s – 2000s	1989 (Fairclough); 1987 (Potter & Wetherell)	c. 1922 (Malinowski's Argonauts of the Western Pacific)
提出者	Christine Hine (virtual ethnography); Robert V. Kozinets (netnography)	Norman Fairclough; Jonathan Potter and Margaret Wetherell	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology
类型	Qualitative research method	Method	Qualitative fieldwork tradition
开创性文献	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875228	Fairclough, N. (1989). Language and power. Longman.	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462
别名	online ethnography, virtual ethnography, internet ethnography, netnography	DA, Critical Discourse Analysis, Discursive Analysis	Etnografi, participant observation, fieldwork, ethnographic research
相关	6	2	5
摘要	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.	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.