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netnography  

Definition

  • Definition Ethnography conducted on the Internet; a qualitative, interpretive research methodology that adapts the traditional, in-person ethnographic research techniques of anthropology to the study of the online cultures and communities formed through computer-mediated communications (CMC). Distinctive Features Ethnography refers to in-person participative-observational fieldwork among particular social groups, and also to the representations based on such studies. [Source: The SAGE Dictionary of Social Research Methods; Netnography]

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https://concepts.sagepub.com/social-science/concept/netnography

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