方法对比

	民族志	Netnography
领域	质性	质性
方法族	Process / pipeline	Process / pipeline
起源年份	c. 1922 (Malinowski's Argonauts of the Western Pacific)	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Bronisław Malinowski (modern ethnography); rooted in 19th-century anthropology	Robert V. Kozinets
类型	Qualitative fieldwork tradition	Qualitative research method
开创性文献	Hammersley, M. & Atkinson, P. (2019). Ethnography: Principles in Practice (4th ed.). Routledge. ISBN: 978-1138504462	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	Etnografi, participant observation, fieldwork, ethnographic research	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	5	6
摘要	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.	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.