Using netnography for studying "pure" cyber-cultures
1.
Galit Nimrod, Ben-Gurion University of the Negev, Israel
2. Short explanation of the method
Demonstration
3. Netnography (online ethnography) is
a “qualitative research methodology
that adapts ethnographic research techniques
to study cultures and communities
that are emerging through
computer-mediated communications”
(Kozinets, 2002, p. 65)
4. It is based on observations
of technologically mediated interactions
in online networks and communities,
and the culture (or cyber-culture)
shared between and among them.
(Hine, 2000; Kozinets, 2002, 2006; Langer & Beckman, 2005;
Mann & Stewart; 2000; Sade-Beck, 2004)
5. It is mostly based on published texts
It
observes behaviors of particular people,
but the individuals remain unobservable
It often relies on archives
Itexamines private interactions
that take place in a public space
6. may choose participative approach, which is closer
to traditional ethnographic standards
may choose to be a „lurker‟
7. (a) Entrée
(b) Data collection
(c) Analysis and interpretation
(Kozinets, 2002; Langer & Beckman; 2005)
8. 1. Studies of “pure” cyber-cultures
(that do not exist in real life)
2. Studies of “derived” cyber-cultures
(that initially existed in real life)
3. Studies of general topics
Kozinets (1998)
9. Nimrod, G. (2011).
The fun culture in seniors' online
communities.
The Gerontologist, 51(2), 226-237.
10. The most discussed subjects in the communities (Nimrod, 2010)
'Fun on line'
Retirement
Family
Health
Work & Studies
Leisure
Finances
Religion & Spirituality
Technology
Aging
Civic & Social issues
Shopping
Travel # of posts
0
20000
40000
60000
80000
100000
120000
140000
12. Full year‟s data from the same communities
- originally found using simple Google search
- selection:
- dedicated to seniors
- targeting global audience
- big and active communities
- do not require registration
13. Saturation after analyzing six communities
Total = about 50,000 posts
14. The communities examined in this study
Community name Address Community Center
type
50 plus http://discuss.50plus.com Forum Canada
Cool Grandma www.coolgrandma.com Forum+Chat USA
Early Retirement Forum www.early-retirement.org Forum USA
IDF 50 www.idf50.co.uk Forum UK
The Little-Brown-Jug Forum www.little-brown-jug.com Forum USA
The Over 50 Golden Group http://theover50goldengroup. Forum USA
net
15. Sections dedicated to “fun”
(e.g., “ Games,” “Quizzes,” “Jokes,” “Humor”)
Justifications:
theoretical - the essence of the fun culture
practical - saving effort
16. Cross case analysis & constant comparison strategies
(Charmaz, 2006; Strauss & Corbin, 1998)
Parallelopen coding
Axial coding to identify variations
Constant comparison between
o investigators‟ interpretations
o different texts of a specific community
o different communities
Reflexive and theoretical notations
