ABSTRACT
This chapter examines ethnography as a qualitative research method and its adaptation to digital environments. It outlines the anthropological and interpretivist foundations of ethnography, emphasizing immersive fieldwork and the researcher’s role as a “human instrument” for understanding culture. Traditional ethnographic practices – participant observation, field notes, and in-depth interviews – are described, followed by discussions on how these are modified for online contexts (digital ethnography or netnography). Typical applications in sociology and management are highlighted, such as organizational ethnographies of workplace culture and virtual community studies. The chapter also addresses ethical challenges (e.g., gaining trust and obtaining consent online) and transparency in ethnographic research. New approaches to fieldwork in digital settings are presented, illustrating how ethnographers extend their tool kit to study social interaction in virtual worlds and social media communities.
