Document Type

Other

Publisher

Sage

School

Medical and Health Sciences

Comments

This article was originally published as: Costello, L., & McDermott, M. L. (2016, January). Real-Time Netnography: Rejecting the Passive Shift. In International Journal of Qualitative Methods (Vol. 15, No. 1). 2455 Teller Rd, Thousand Oaks, CA 91320 USA: SAGE PUBLICATIONS INC. Original article available here

Abstract

Although netnography emerged in the 1990s, it is a term unfamiliar to many ethnographers and is still touted as a new methodology. Once explained, ethnographers often understand it in terms of online ethnography. While this is helpful, netnography, however, offers a set of steps and analytic approaches that can be applied across a spectrum of involvement online. Its focus is on gaining entree to an online community, distinguishing between participant observation and nonparticipant observation.

DOI

10.1177/1609406916628953

Creative Commons License

Creative Commons Attribution-Noncommercial 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial 3.0 License

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