方法对比

	多案例数字民族志	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 (virtual ethnography); Sarah Pink et al. (digital ethnography); cross-case logic from Robert Yin	Robert V. Kozinets
类型	Qualitative comparative 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	multi-case digital ethnography, comparative digital ethnography, cross-case digital ethnography, multi-site digital ethnography	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	5	6
摘要	Multiple case-based digital ethnography is a qualitative research design that conducts ethnographic fieldwork across two or more purposefully selected digital sites or communities, then systematically compares findings across cases. Rooted in digital ethnography's immersive, interpretive tradition and in multiple case study logic, it reveals both site-specific practices and cross-cutting patterns in online social life. It is especially suited to questions about how similar phenomena are enacted differently across digital platforms, communities, or cultural contexts.	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.