方法对比

	基于现场的数字民族志	Netnography
领域	质性	质性
方法族	Process / pipeline	Process / pipeline
起源年份	2000s–2010s	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Christine Hine; Sarah Pink et al.	Robert V. Kozinets
类型	Qualitative research design	Qualitative research method
开创性文献	Hine, C. (2000). Virtual Ethnography. Sage. ISBN: 978-0761958956	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	connective ethnography, blended digital ethnography, hybrid online-offline ethnography, field-integrated digital ethnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	6	6
摘要	Field-based digital ethnography is a qualitative research design that combines traditional in-person fieldwork with systematic collection and analysis of digital data. Rather than studying online communities in isolation, it traces how social life moves between physical settings and digital spaces, treating both as equally real sites of cultural practice. Rooted in Christine Hine's virtual ethnography and Sarah Pink's digital ethnography principles, it is particularly suited to studying communities whose practices span offline and online worlds.	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.