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Cyber-ethnography
Cyber-ethnography, also known as virtual ethnography, netnography and sometimes online ethnography, refers to a number of related online research methods that adapt ethnographic methods to the study of the communities and cultures created through computer-mediated social interaction. As modifications of the term ethnography, cyber-ethnography, online ethnography and virtual ethnography (as well as many other methodological neologisms) designate online fieldwork that follows from the conception of ethnography as an adaptable method. These methods tend to leave most of the specifics of the adaptation to the individual researcher. It is not to be confused with netnography, a marketing research approach to consumer behavior online.
Cyber-ethnography is also considered to be different from "digital ethnography" a term used to describe ethnographic methods which use digital tools but which is not limited to the online world and which can involve the use of “digitally mediated fieldnotes, online participant observations, blogs/wikis,” and “encompasses virtual ethnography, but is broader in its remit”.〔Murthy, D. (2011) "Emergent digital ethnographic methods for social research," Ch. 7 In The Handbook of Emergent Technologies in Social Research.〕 Thus, it draws its name from the methods more so than the object of the study or the fieldsite. A digital ethnography is any ethnography which “data-gathering methods are mediated by computer-mediated communication (CMC) or digital technologies.”〔
== Introduction ==
All ethnographies of online cultures and communities extend the traditional notions of field and ethnographic study, as well as ethnographic cultural analysis and representation, from the observation of co-located, face-to-face interactions to technologically mediated interactions in online networks and communities, and the culture (or cyberculture) shared between and among them. In doing so, these techniques are founded in the sense that traditional notions of a field site as a localized space are outdated. They suggest that ethnographic fieldwork can be meaningfully applied to computer-mediated interactions, an assertion that some have contested,〔Clifford, J. (1997). Spatial Practices: Fieldwork, Travel, and the Discipline of Anthropology. In A. Gupta & J. Ferguson (Eds.) Anthropological Locations: Boundaries and Grounds of a Field Science. Berkeley, CA: University of California Press, 185-222.〕 but which is increasingly becoming accepted.〔Bishop, J. (2008). Increasing capital revenue in social networking communities: Building social and economic relationships through avatars and characters. In C. Romm-Livermore, & K. Setzekorn (Eds.), Social networking communities and eDating services: Concepts and implications. New York: IGI Global. Available (online )〕
With the emergence of new technologies, both cyber and digital ethnography have significantly developed over the years. Almost since their inception, purely observational ethnographies of online cultures and communities have been conducted, where the researcher is a specialized type of lurker〔Kozinets, Robert V. (2006a), "Netnography 2.0," in Handbook of Qualitative Research Methods in Marketing, ed. Russell W. Belk, Cheltenham, UN and Northampton, MA: Edward Elgar Publishing, 129-142.〕 or non participant observer in an online community.〔Del Fresno, Miguel (2011) Netnografía. Investigación, análisis e intervención social. Editorial UOC, 1ª edición, Barcelona, España〕 although this approach has been criticized by scholars.〔Bell, D. (2001). An introduction to cyberculture. New York: Routledge〕〔 Thus, other researchers have emphasized a more participative approach, in which the researcher fully participates as a member of the online community. This latter approach is closer to traditional ethnographic standards of participant observation, prolonged engagement, and deep immersion. In many of its renderings, cyber-ethnography, online ethnography, or virtual ethnography should maintain the values of traditional ethnography through providing a Geertzian sense of "thick description" through the immersion" of the researcher in the life of the online culture or community. This focus on participation and immersion makes these approaches quite distinct from quantitative Internet research methods likeweb usage mining or social network analysis, although ethnographers may use similar techniques to identify or map networks.
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