Netnography

The Essential Guide to Qualitative Social Media Research

Inbunden, Engelska, 2019

AvRobert Kozinets

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Netnography is an adaptation of ethnography for the online world, pioneered by Robert Kozinets, and is concerned with the study of online cultures and communities as distinct social phenomena, rather than isolated content. In this landmark third edition, Netnography: The Essential Guide provides the theoretical and methodological groundwork as well as the practical applications, helping students both understand and do netnographic research projects of their own.

Packed with enhanced learning features throughout, linking concepts to structured activities in a step by step way, the book is also now accompanied by a striking new visual design and further case studies, offering the essential student resource to conducting online ethnographic research. Real world examples provided demonstrate netnography in practice across the social sciences, in media and cultural studies, anthropology, education, nursing, travel and tourism, and others.

Produktinformation

Utgivningsdatum2019-10-31
Mått170 x 242 x 36 mm
Vikt960 g
FormatInbunden
SpråkEngelska
Antal sidor472
Upplaga3
FörlagSAGE Publications
ISBN9781526444691

Tillhör följande kategorier

Sociologi inom Samhälle och politik

Robert Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations and Business Communication at the University of Southern California’s Annenberg School for Communication and Journalism and Marshall School of Business. An academic whose methods and theories are widely used by researchers, in classrooms, and in industry, he has taught digital methods to some of the world’s best students and consulted with a range of highly respected global organizations.

Chapter 1: Introducing: Netnography, Qualitative Social Media Research Methods, and This BookChapter 2: A History of Social MediaChapter 3: Media: Communicating and Connecting in the 21st CenturyChapter 4: Socialities: All the Ways We ConnectChapter 5: Praxis: Introducing Practices and Data OperationsChapter 6: Ethics: Procedures and Flowcharts, Updates and RulesChapter 7: Data: The Methodology of Netnographic Data CollectionChapter 8: Investigating: Five Steps to Social Media Data CollectionChapter 9: Interacting: Turning Connection and Communication into Research DataChapter 10: Immersing: Journaling and Organizing a Reflective CurationChapter 11: Integrating: Combining Telescopic and Microscopic UnderstandingsChapter 12: Analyzing: Elemental Data Transformation OperationsChapter 13: Interpreting: How to Discover and Make Meaning from Netnographic DataChapter 14: Communicating: Presenting and Publishing Your NetnographyChapter 15: The Future of Netnography

Netnography is a must-read for anyone engaged in or contemplating qualitative research on social media. Online behavior is at once a psychological, social, and technological phenomena, and qualitative approaches require both rigor and context, which Robert V. Kozinets offers in abundance. Both history and methodology are meticulously detailed in what ought to be a guidebook for social media researchers.