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.

Document Type

Other

Date of Publication

4-2016

Publisher

Sage Publications

School

School of Medical and Health Sciences

Creative Commons License

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

Additional Information

Abstract only available

Comments

Costello, L., & McDermott, M. L. (2016). Real-time netnography: Rejecting the passive shift. In International Journal of Qualitative Methods,15(1).

https://doi.org/10.1177/1609406916628953

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