American culture

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AMST101_Lecture_InternetEthnography.pptx

Conducting an Internet Ethnography

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Identifying the Ethnographic Context

Treat the internet the same way users do, as a virtual equivalent to physical space.

Just like a group you would study in person, it is important to think of virtual groups as communities.

Typically internet communities fall into the Identity & Place or Interest & Place type of communities.

Identifying the Ethnographic Context

The Internet may be said to aid in preserving personal and intimate ties in cases where face-to-face contact is impossible due to physical distance between parties.

The social space from which we can learn about the expression of emotions through the Internet is formed by virtual communities, including Facebook groups, message boards, Tumblr, etc.

Online communication has the potential to allow users to freely express emotions and reach a high level of self-disclosure

How to Begin

The virtual ethnographer should conduct detailed, systematic, and principled research within the community, starting with simple questions such as

How many people belong to this community?

How long has it been here?

How does it define itself?

What is its focus?

Who belongs here?

The virtual ethnographer should then immerse him/herself within this community with as much effort and energy as you would a “real world” ethnography.

In other words, you will both be observing AND participating!

The most accessible starting points are public facing—such as public Facebook groups, newsgroups, and message boards. However, you are welcome to study any virtual community you can get access to.

What to do?

There are three basic strategies that can be utilized in studying a virtual community.

Simply Saving

Electronic Survey

Email Interview

Naturally, a good virtual ethnography will use some combination of strategies to fit the context. One common factor, however, is the need for the ethnographer to identify herself.

Don’t hide your intentions!

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