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Netnography
Redefined

Second Edition


© 2015 | 320 pages | SAGE Publications Ltd

Social media and Internet data offer rich opportunities and vexing challenges for sociocultural research. Explaining and extending prior approaches, Netnography: Redefined is an indispensable guide to the understanding and conduct of Internet ethnography.

With this volume, netnography is upgraded, updated and renewed with the latest netnographic research from media anthropology, geography, education, library sciences, travel and tourism, linguistics, media and cultural studies, sociology, sexuality, addiction research, gaming studies, and nursing, and multiple examples from the worlds of Facebook, Twitter, LinkedIn, and other social media sites.

Like its predecessor, Netnography: Redefined includes full, step-by-step procedural guidelines for the accurate and ethical conduct of netnography. Yet this edition adapts netnography to include big data and social media analytics, as well as further incorporating notions of network analysis. It deepens the practice of netnography through participative engagement, introspection, alternative representation, and a new humanist focus. 

Netnography: Redefined presents readers with up-to-date guidelines for the most fully realized and distinctive form of online ethnographic research yet developed. 

 
Chapter 1: INTRODUCTION
 
Chapter 2: NETWORKED SOCIALITY
 
Chapter 3: RESEARCHING NETWORKED SOCIALITY
 
Chapter 4: NETNOGRAPY REDEFINED
 
Chapter 5: PLANNING AND PREPARATION
 
Chapter 6: ETHICS
 
Chapter 7: DATA COLLECTION
 
Chapter 8: RESEARCHER PARTICIPATION IN DATA COLLECTION AND CREATION
 
Chapter 9: DATA ANALYSIS AND INTERPRETATION
 
Chapter 10: REPRESENTATION
 
Chapter 11: HUMANIST NETNOGRAPHY

Robert Kozinets has long been a transformative figure in the field of consumer research and brand cultures. His netnography approach has been widely taught, and embraced by industry practitioners, as a means to gain in-depth qualitative insights into the ways people make meaning of their everyday relationships with brands.

Henry Jenkins
USC Annenberg School for Communication and Journalism

In this new edition of Netnography, Kozinets expands on his original insights to provide a wonderfully comprehensive guide to researching online socialities. These socialities are real and interaction in them is, in its own way, powerfully face-to-face. We need far more high-quality research in this area, and Netnography can help guide scholars to make this a reality.

Tom Boellstorff
Professor, Department of Anthropology, University of California

Kozinets' text is a insightful and instructional piece for scholars or students thinking about analyzing the profound relationship between the digital landscape and human interaction. A notable strength of the text is its detailed discussion of ethnographic procedures, why they work, and how they fit in this emerging field of study on our networked society.

Dr Scott Mitchell
Speech Comm/Theatre Arts Dept, Univ Of Wisconsin-River Falls
September 6, 2018

This has become a seminal book in the area of online research and I have recommended this to any of my dissertation and research students who work with this methodology.

Dr Antje Cockrill
School of Business, University of Wales, Trinity St David
December 2, 2016

This has become a seminal book in the area of online research and I have recommended this to any of my dissertation and research students who work with this methodology.

Dr Antje Cockrill
School of Business, University of Wales, Trinity St David
December 2, 2016

Unfortunately we have very few Education MA students who are interested in this field, although I find aspects of this book particularly fascinating. Significantly for those who are engaged in anthropology then this text provides a synthesis of netnography with traditional ethnography.

Miss Christine Ann Lewis
Professional Development , Edge Hill University
December 2, 2016

Belk, Fischer, and Kozines' book is very useful for introducing students on all levels to qualitative marketing research. It guides students by asking helpful questions for self-learning and offers great reflexions from a business-perspective, too. Students' feedback is always very positive and I see how much more motivated students are in class when using this book!

Mr Wolfgang Kotowski
Aberdeen Business School, Robert Gordon University
October 25, 2016

This book is highly recommended for courses on Digital Marketing and in this new edition the author does a very good revision on the key concepts from previous book. What is essential for a subject in continuous change.

Mrs Marcia Christina Ferreira
Liverpool Business School, Liverpool John Moores University
August 4, 2016

I only suggested this book as a specialized material for some of our master students who consider doing netnography.

Dr MOHAMMAD HOSEIN REZAZADE MEHRIZI
Faculty of Economics and Business Administration, Free Univ., Amsterdam
May 25, 2016

An excellent introduction to digital research methods..

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
April 21, 2016
Key features

New to the Second Edition of Netnography:

  • Guidance on how to combine online and in-person ethnographic methods to fully explore a social phenomenon  
  • More focus on specific kinds of social media data from sites such as Facebook and Twitter
  • More specific examples of how netnography can be used in different social science fields, such as media studies, sociology, anthropology, nursing, and education.
  • A discussion of the ways in which communal and cultural social identities are constantly being transformed by combinations of traditional and social media.
  • Guidance on how to combine online and in-person ethnographic methods to fully explore a social phenomenon  
  • More focus on specific kinds of social media data from sites such as Facebook and Twitter
  • More specific examples of how netnography can be used in different social science fields, such as media studies, sociology, anthropology, nursing, and education.
  • A discussion of the ways in which communal and cultural social identities are constantly being transformed by combinations of traditional and social media.

Sample Materials & Chapters

Netnography: Introduction

Netnography: Networked Sociality


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