Zusammenfassung
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 bzw. 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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Beckmann, S.C., Langer, R. (2009). Netnographie. In: Buber, R., Holzmüller, H.H. (eds) Qualitative Marktforschung. Gabler. https://doi.org/10.1007/978-3-8349-9441-7_14
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