Using netnography for studying “pure” cyber-cultures

Nimrod, G. (2011). Using netnography for studying “pure” cyber-cultures. Zagreb conference: "New challenges and methodological innovations in European media audience research". 7-9 April 2011.

COST2 - netnography.pdf

Abstract: Online ethnography, which is often referred to as netnography, is a rather new research method. It is based on observations of technologically mediated interactions in online networks and communities, and the culture (or cyber-culture) shared between and among them. While it is a qualitative and interpretive methodology that adapts the traditional ethnographic research techniques, it is distinguishable from traditional approaches by four distinct characteristics. Firstly, it is mostly based on published texts. Secondly, it observes behaviors of particular interacting people, but the individuals themselves remain unobservable. Thirdly, it often relies on archives. Finally, it examines a unique form of private interactions that take place in a public space. Netnography is useful for three types of studies. It is used to study “pure” cyber-cultures and virtual communities that do not exist in real life. It is also a tool for studying “derived” cyber-cultures and virtual communities (i.e., communities that initially existed offline). In addition, it is an exploratory tool for studying general topics. This article aims to demonstrate how netnography may be used for the study of “pure” cyber-cultures by presenting findings from a study of seniors’ online communities. The study examined a full year’s data (about 50,000 posts) from sections dedicated to “fun” (e.g., “Games” and “Jokes”) in six leading communities. The study revealed a rich cyber-culture that has specific characteristics, including types and subjects of contents, participatory behaviors, and inter-personal dynamics. The findings illustrate the usefulness of netnography for the study of new media, and demonstrate its value for both theoretical and practical knowledge.