Web nography
Webnography is a term coined by the sociologist Jörg Strübing , which describes a methodological approach in the social sciences . Webnography is made up of the web ( short for World Wide Web) and ethnography .
Webnography as a Research Method
Webnography is a research method used in qualitative research social sciences such as cultural anthropology , European ethnology , folklore and others. The subject of research and the scientific question always have something to do with the Internet (e.g. Internet communities). The webnographic approach, however, advocates researching social and cultural practices in dealing with the Internet without neglecting the context in which the interactions with the Internet take place. This means that offline behavior is just as important as online interactions when researching an Internet community. Strübing explicitly points out that it is not enough to collect data online and evaluate and interpret it without being connected to the offline world.
Strübing speaks out against pseudo-ethnographic research methods such as B. Netnography , which is limited as a method to researching online activities, mostly to use the innovative potential of online communities for companies. However, according to his opponents, Strübing hereby fails to take note of research articles that are methodically based both online and offline and which neither explain the innovative potential of online communities as a research goal from a company perspective.
Individual evidence
- ↑ a b Webnography? On the methodological prerequisites for ethnographic research on the Internet (PDF file; 428 kB)
- ↑ Suzanne C. Beckmann and Roy Langer, '' Netnography ''
- ^ Filler, Johann. How can the innovative potential of online communities be used? - Presentation of the netnography method (PDF file; 1.76 MB)
- ^ Bernard Cova, Robert Kozinets, Avi Shankar: Consumer Tribes . Routledge, 2012, ISBN 978-1-136-41466-4 ( google.dk [accessed May 29, 2017]).