A light introduction to Netnography and one of the core readings for the block, Robert Kozinets’ chapter ‘Understanding Culture Online’, from Netnography: doing ethnographic research online. London: Sage. pp. 21-40.
I’ll blog about Kozinets’ chapter at a later point, and link to it here. Whereas the chapter focuses on developing social understandings of online spaces, in the video Kozinets provides a brief introduction to netnography, and describes a case study in which netnography was used as a marketing tool. Key (pragmatic) points for netnographic process (from the video):
-establish research question
-identify potential fields and choose which you will focus on
-observe (swimming in the data)
-analyse for key themes
-(when using netnography for marketing) respond to collected data with marketing strategy.