This updated text includes the latest netnographic research and examples from contemporary social networks, including Facebook, Twitter, and LinkedIn. Kozinets includes step-by-step guidelines to help researchers get started in netnography and addresses research in areas such as geography, linguistics, addiction, and gaming. This book is a forward step in bringing attention to netnographic research and the valuable data it can provide.
Kozinets, Robert V. 2015. Netnography: Redefined. 2nd ed. Thousand Oaks: SAGE Publications.
This digital ethnography explores whether a social network on the dark web can overcomeㅡor avoidㅡthe constraints and affordances of traditional social networks. Gehl’s hypothesis is that power and freedom will be the same no matter where the site is; but hat the Dark Web Social Network (DWSN) is affected by both what we know about traditional networks and by public perception of the dark web. In this essay, Gehl describes the unusual technological challenges in exploring the dark web, the ethical challenges it presented, and the ways in which he protected the anonymity of his research subjects. Gehl’s research shows that being willing to stretch your knowledge of technology–and letting go of preconceived ideas–can lead you to areas of the web that are not possible for the average user.
Gehl, R. W. (2014). Power/Freedom On The Dark Web: A Digital Ethnography Of The Dark Web Social Network. New Media & Society, 1-17. doi:10.1177/1461444814554900
After his research subjects in Madrid were unexpectedly caught up in a wave of public protests, John Postill had to quickly regroup in order to continue collecting data. In order to make sense of what he observed, Postill came up with six different ways to categorize his research, including acknowledgement and examination of viral contents, digital technologies, and as both a single- and multi-field site. Postill’s article is meant to help other researchers find multiple ways of looking at research that takes unexpected turns, although it could also be used as a starting point for research of a group that is active in multiple online and on-ground locations.
Postill, J. (2015, January 16). 13. Six ways of doing digital ethnography [Web log post]. Retrieved from http://johnpostill.com/2015/01/16/13-six-ways-of-researching-new-social-worlds/
A PechaKucha presentation explaining Christine Hine’s theory of the E3 internet.
Hine, C. (2015). Ethnography for the Internet: Embedded, embodied and everyday. London: Bloomsbury.
This documentary is the result of ethnographic research conducted by cultural anthropology professor Michael Wesch and his students. In this case, students used digital tools to convey results of on-ground ethnography in a retirement home. The class sought–and found–community inside Meadowlark Hills and then used video to convey their findings: what life is like for residents when creating community is intentional. Wesch says about the project, “Students had to face their own fears of death, they had to grieve for those they lost, and they had to overcome their insecurities to reach across a generational divide that was both wider and narrower than they had imagined.”
Wesch, M. [Michael Wesch]. (2013, June 14). Smile Because it Happened. [Video File]. Retrieved from https://vimeo.com/68388753.