ABSTRACT
The chapter presents an adaptation of ethnography designed for studying online cultures and communities. The abstract outlines netnography’s origins and conceptual basis: coined by Kozinets in the late 1990s, netnography emerged to address the rise of social life on the internet. It preserves ethnography’s immersive, qualitative ethos while tailoring methods to digital settings. Key historical milestones are noted, from early applications in online fan forums to its spread across disciplines as the internet became integral to society. The abstract highlights methodological adjustments that distinguish netnography: defining virtual “field sites” and rethinking what participant observation means when interactions are textual or multimedia. Differences from traditional ethnography include the ability to leverage archival digital data and the need to interpret emojis, hashtags, and online behaviors in lieu of physical cues. The chapter emphasizes ethical challenges and cites emerging guidelines for ethical internet research. Examples illustrate netnography in practice – from analyzing hashtag movements and gaming communities to corporate social media engagement – showcasing its versatility across fields. The abstract also notes the importance of researcher reflexivity online, as the researcher often becomes a visible participant. In conclusion, netnography is portrayed as a vital modern method that extends qualitative inquiry into the vast terrain of online social interaction.
