Netnography: The Essential Guide to Qualitative Social Media Research
Key Guidance
Los Angeles et al.: Sage, 3rd ed. (2020), viii, 460 pp.
Contains illustrations, bibliogr. pp. 425-447, index
ISBN 978-1-5264-4470-7 (pbk); 978-1-5264-4469-1 (hbk)
Other editions: 1st ed. 2009, 2nd ed. 2015
Signature commbox: 70-Research-E 2020
"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." (Publisher description)
1 Introducing: Netnography, Qualitative Social Media Research Methods, and This Book, 1
2 A History of Social Media, 33
3 Media: Communicating and Connecting in the 21st Century, 65
4 Socialities: All the Ways We Connect, 105
5 Praxis: Introducing Practices and Data Operations, 129
6 Ethics: Procedures and Flowcharts, Updates and Rules, 161
7 Data: The Methodology of Netnographic Data Collection, 189
8 Investigating: Five Steps to Social Media Data Collection, 211
9 Interacting: Turning Connection and Communication into Research Data, 243
10 Immersing: Journaling and Organizing a Reflective Curation, 277
11 Integrating: Combining Telescopic and Microscopic Understandings, 307
12 Analyzing: Elemental Data Transformation Operations, 327
13 Interpreting: How to Discover and Make Meaning from Netnographic Data, 357
14 Communicating: Presenting and Publishing Your Netnography, 383
15 The Future of Netnography, 415
2 A History of Social Media, 33
3 Media: Communicating and Connecting in the 21st Century, 65
4 Socialities: All the Ways We Connect, 105
5 Praxis: Introducing Practices and Data Operations, 129
6 Ethics: Procedures and Flowcharts, Updates and Rules, 161
7 Data: The Methodology of Netnographic Data Collection, 189
8 Investigating: Five Steps to Social Media Data Collection, 211
9 Interacting: Turning Connection and Communication into Research Data, 243
10 Immersing: Journaling and Organizing a Reflective Curation, 277
11 Integrating: Combining Telescopic and Microscopic Understandings, 307
12 Analyzing: Elemental Data Transformation Operations, 327
13 Interpreting: How to Discover and Make Meaning from Netnographic Data, 357
14 Communicating: Presenting and Publishing Your Netnography, 383
15 The Future of Netnography, 415
