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
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