方法对比

	在线田野笔记	Netnography
领域	调查方法论	质性
方法族	Process / pipeline	Process / pipeline
起源年份	1990s–2000s (digital extension of classical field notes practice)	1997 (coined); 2010 (first comprehensive methodology book)
提出者	Extended from ethnographic field note tradition (Emerson, Fretz & Shaw); digital adaptation via Kozinets and virtual ethnography scholars	Robert V. Kozinets
类型	Qualitative data collection technique	Qualitative research method
开创性文献	Emerson, R. M., Fretz, R. I., & Shaw, L. L. (2011). Writing Ethnographic Fieldnotes (2nd ed.). University of Chicago Press. ISBN: 978-0226206837	Kozinets, R. V. (2010). Netnography: Doing Ethnographic Research Online. Sage. ISBN: 978-1847875907
别名	digital field notes, virtual field notes, e-field notes, netnographic field notes	online ethnography, virtual ethnography, cyber-ethnography, digital ethnography
相关	5	6
摘要	Online field notes are structured, researcher-authored records of observations made within digital environments — social media platforms, online communities, virtual worlds, forums, and video-mediated spaces. Adapted from the classical ethnographic field note tradition, they capture not only what is observed but how the researcher interprets and situates those observations in real time, forming a primary data source for virtual ethnography and netnography.	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.