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Netnographie

  • Suzanne C. Beckmann
  • Roy Langer

Auszug

Netnographie ist eine interpretative Methode, die in Anlehnung an Prinzipien der Ethnographie zur Erforschung von Verbraucherverhalten in Konsum(sub)kulturen und — gemeinschaften auf dem Internet entwickelt wurde. Damit spiegelt sie die Möglichkeiten und Herausforderungen für Forschung im digitalen Zeitalter wider (Stempel/ Stewart 2000). Netnographie ist im Wesentlichen eine schriftliche Dokumentation von Feldarbeit, deren Daten auf online, computervermittelter oder internetbasierter Kommunikation beruhen. Die Datenerhebung besteht aus den Notizen des Forschers/der Forscherin, häufig kombiniert mit Artefakten der Subkultur oder Gemeinschaft. Die Daten sind daher hauptsächlich textlich, z.B. heruntergeladene Dokumente von News-Gruppen, Transkripte von MUDs (multi-user dungeons) oder IRC (internet relay chat) „Sitzungen“ und E-Mails.

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Copyright information

© Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007

Authors and Affiliations

  • Suzanne C. Beckmann
  • Roy Langer

There are no affiliations available

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