Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research
New York; London: Routledge (2021), xv, 325 pp.
Contains many figures, tables, index
ISBN 978-0-367-42565-4 (pbk); 978-1-00-300143-0 (ebook)
"Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures, for over two decades netnography has impacted the research practices of scholars around the world. In this volume, thirty-two researchers present nineteen chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence. Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities." (Publisher description)
SECTION 1: NETNOGRAPHY MOBILIZED
1 Netnography Today: A Call to Evolve, Embrace, Energize, and Electrify / Robert V. Kozinets, 3
2 Netnography to Uncover Cryptomarkets / Alexia Maddox, 24
3 Netnography to Explore Gambling Practices: Situating and Advancing Discourse and Method / Killian O'Leary, 44
4 In the Public Interest: Netnography to Impel Policy and Regulatory Change / Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez, and Caroline Renzulli, 59
SECTION 2: NETNOGRAPHY TERRITORIALIZED
5 Netnography in the Healthcare and Nursing Sector / Martin Salzmann- Erikson and Henrik Eriksson, 71
6 Netnography in a Military Context: Ethical Considerations / Donna L. Schuman, Donald L. Schuman, Natalie Pope, and Amy Johnson, 83
7 Political Netnography: A Method for Studying Power and Ideology in Social Media / Dino Villegas, 100
8 Netnography in Public Relations / Margalit Toledano, 116
9 Netnography in Tourism Beyond Web 2.0: A Critical Assessment / Rokhshad Tavakoli and Paolo Mura, 131
SECTION 3: NETNOGRAPHY INDUSTRIALIZED
10 Netnography Applied: Five Key Lessons Learned from 16 Years of Field Experience / Michael Bartl and Constance Casper, 149
11 Netnography in the Banking Sector / José Clemente- Ricolfe and Roberto Cervelló Royo, 172
12 The Best of Both Worlds: Methodological Insights on Combining Human and AI Labor in Netnography / Anna Marchuk, Stefan Biel, Volker Bilgram, and Signe Worning Løgstrup Jensen, 181
13 Global Beautyscapes: An Innovation-Centered Netnography of Chinese Skin Care and Cosmetics Consumers / Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo, and Luisella Bovera, 202
SECTION 4: NETNOGRAPHY HUMANIZED
14 Auto-Netnography in Education: Unfettered and Unshackled / Lyz Howard, 217
15 Getting Up-Close and Personal with Influencers: The Promises and Pitfalls of Intimate Netnography / Anthony Patterson and Rachel Ashman, 241
SECTION 5: NETNOGRAPHY THEORIZED
16 Netnography in Human and Non- Human Networked Sociality / Sarah Quinton and Nina Reynolds, 251
17 Online Ethnography and Social Phenomena on the Move: Time Construction in Netnography and Mobile Ethnography / Birgit Muskat, 268
18 Netnography in Live Video Streaming / Yi- Sheng Wang, 278
19 Netnography, Digital Habitus, and Technocultural Capital / Rossella Gambetti, 293
1 Netnography Today: A Call to Evolve, Embrace, Energize, and Electrify / Robert V. Kozinets, 3
2 Netnography to Uncover Cryptomarkets / Alexia Maddox, 24
3 Netnography to Explore Gambling Practices: Situating and Advancing Discourse and Method / Killian O'Leary, 44
4 In the Public Interest: Netnography to Impel Policy and Regulatory Change / Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez, and Caroline Renzulli, 59
SECTION 2: NETNOGRAPHY TERRITORIALIZED
5 Netnography in the Healthcare and Nursing Sector / Martin Salzmann- Erikson and Henrik Eriksson, 71
6 Netnography in a Military Context: Ethical Considerations / Donna L. Schuman, Donald L. Schuman, Natalie Pope, and Amy Johnson, 83
7 Political Netnography: A Method for Studying Power and Ideology in Social Media / Dino Villegas, 100
8 Netnography in Public Relations / Margalit Toledano, 116
9 Netnography in Tourism Beyond Web 2.0: A Critical Assessment / Rokhshad Tavakoli and Paolo Mura, 131
SECTION 3: NETNOGRAPHY INDUSTRIALIZED
10 Netnography Applied: Five Key Lessons Learned from 16 Years of Field Experience / Michael Bartl and Constance Casper, 149
11 Netnography in the Banking Sector / José Clemente- Ricolfe and Roberto Cervelló Royo, 172
12 The Best of Both Worlds: Methodological Insights on Combining Human and AI Labor in Netnography / Anna Marchuk, Stefan Biel, Volker Bilgram, and Signe Worning Løgstrup Jensen, 181
13 Global Beautyscapes: An Innovation-Centered Netnography of Chinese Skin Care and Cosmetics Consumers / Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo, and Luisella Bovera, 202
SECTION 4: NETNOGRAPHY HUMANIZED
14 Auto-Netnography in Education: Unfettered and Unshackled / Lyz Howard, 217
15 Getting Up-Close and Personal with Influencers: The Promises and Pitfalls of Intimate Netnography / Anthony Patterson and Rachel Ashman, 241
SECTION 5: NETNOGRAPHY THEORIZED
16 Netnography in Human and Non- Human Networked Sociality / Sarah Quinton and Nina Reynolds, 251
17 Online Ethnography and Social Phenomena on the Move: Time Construction in Netnography and Mobile Ethnography / Birgit Muskat, 268
18 Netnography in Live Video Streaming / Yi- Sheng Wang, 278
19 Netnography, Digital Habitus, and Technocultural Capital / Rossella Gambetti, 293
