Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research

Cover
Half Title
Title Page
Copyright Page
Epigraph
Table of contents
Figures
Tables
Contributors
Section 1 Netnography Mobilized
	1 Netnography Today: A Call to Evolve, Embrace, Energize, and Electrify
		These Are the Times
		Adaptation Is Evolution
		Technoculture Is Our Evolutionary Context
		An Electrified Sociality
		The Netnographic Nucleus
		Evolving Beyond Limits
		Transcription and Inscription Unlimited
		Towards Technocultural Studies
		Energized By Axiology
		Netnography Mobilized
		Netnography Territorialized
		Netnography Industrialized
		Netnography Humanized
		Netnography Theorized
		Unlimited Flows
		Rigor Without Methodolatry
		Of Tools and Tradeoffs
		Becoming a Bit More Human
		References
	2 Netnography to Uncover Cryptomarkets
		Introduction
			The Five Studies
			Extending Netnographic Principles
		Why Netnography?
			Researcher Disclosure
			Insider–Outsider Dynamics
			Participant Anonymity
			Conducting Member Checks
			The Public–Private Dichotomy
		Thematic Resonance
		Construction
		Disruption/Rupture
			Socio-Technical Disruption
			Rupture
		Contention
			Contentious Visibility
		Redirection
			Redirecting the Researcher’s Gaze
			Identity Redirection
		Obsolescence
			Technological Obsolescence
		Iteration and Innovation
			Breaking ‘the Rules’
		Conclusion
		References
	3 Netnography to Explore Gambling Practices: Situating and Advancing Discourse and Method
		Netnography to Explore Gambling Practices: Situating and Advancing Discourse and Method
		The Evolution of Digital Gambling
		Netnography and Gambling
		The Future for Netnography and Gambling Research
		Conclusion
		Notes
		References
	4 In the Public Interest: Netnography to Impel Policy and Regulatory Change
		The Need for the Research
		The Requirements of the Study
		Conducting the Netnography
		The Findings of the Netnography
		Presenting and Applying the Research Findings
		The Public Policy Petition
		After the Petition
		The Outlook
		References
Section 2 Netnography Territorialized
	5 Netnography in the Healthcare and Nursing Sector
		Social Media’s Evolution into Healthcare Settings
			How Are Social Media Relevant to Nursing?
		History of Ethnography and Netnography in Healthcare
			Nursing and Technology
			Understanding Human Interactions Online
		Our Contribution to and Path Toward Netnography in Nursing
			Strategies for Moving Netnographic Method into the Field of Nursing
			Proper Ways of Doing Nursing Research
		Conversations About Health on Social Media
			Caring Support on Social Media
			Different Styles of Expressing Caring and Support Among Peers in Cyberspace
		Paradigmatic Changes for Nursing
			Netnography in the Nursing Toolbox
			I Share, Therefore I am
			Social Media and Suffering
		Get Started with Social Media Research: Six Suggestions
			Six Bullet Points to Consider Prior to a Netnographic Inquiry in Nursing and Health
			The Future of Netnography in Nursing
		References
	6 Netnography in a Military Context: Ethical Considerations
		Military Culture
		Military and Social Media
		Military Netnography
		Reflection on Gaps in the Literature
		Ethical Considerations
		Ethical Approval and Participant Recruitment
		Protection of Privacy and Confidentiality
		Informed Consent
		Deception and Avoidance of Harm
		Participant Safety
		Researcher Risk
		Conclusion
		References
	7 Political Netnography: A Method for Studying Power and Ideology in Social Media
		Introduction
		Political Ethnography, or the Ethnographic Understanding of Politics
		Social Media and the Need for a Political Netnography
		Understanding Political Netnography
			Netnography of Formal Politics
			Netnography of Political Encounters
			Netnographies of Lived Political Experiences
			A Summary of the Three Perspectives
		The Study of Power and Political Discourse
		Netnography and the Discourses of Ideology
		Utilizing Political Netnography to Inform a Political Strategy
		Conclusions
		References
	8 Netnography in Public Relations
		Literature Review
			Social Media and Public Relations: Potentials and Practices
			Augmenting PR Research
			Using Netnography in Public Relations Research
		Experiences From a Netnographic Study (1): Events Management and the Meetup Organizers
		Experiences From a Netnographic Study (2): Community Action By Buying a Beach Together
		Ethical Concerns
		Discussion and Conclusion
		References
	9 Netnography in Tourism Beyond Web 2.0: A Critical Assessment
		Introduction
		The Evolution of the Web and Netnography in Tourism
		Netnography Beyond Web 2.0 in Tourism: Participants and Researchers’ Involvement
			Tourists as Participants
			Tourism Service Providers as Participants
			Programmers and Producers as Participants
			Researchers’ Involvement
			Netnography and Ethnography
		Conclusion
		Acknowledgement
		References
Section 3 Netnography Industrialized
	10 Netnography Applied: Five Key Lessons Learned from 16 Years of Field Experience
		The HYVE Netnography Journey
			Experiences and Fields of Application
			Scientific Research
			The Applied Netnography Process
			Step 1
			Step 2
			Step 3
			Step 4
			Step 5
			Step 6
		Lesson 1: Stay On Top of the Evolving Dialogue in Social Media
		Lesson 2: Get the Right Data and Get the Data Right
		Lesson 3: Netnography Is About Storytelling
		Lesson 4: Keep the Human Touch But Use Machines to Assist You
		Lesson 5: Don’t Be a Purist
		Conclusions
		References
	11 Netnography in the Banking Sector
		Introduction
		Applications of Netnography in the Banking Sector
		Mortgage Market Perceptions: The Case of Spain
		Adapting Netnography to the Context
		The Cultural Reality of Spanish Mortgage Loans: Service is Everything and Interest Rates Are Secondary
		Additional Findings: Five Factors That Revolve Around Service, Experience, and Speed
		Conclusions
		References
	12 The Best of Both Worlds: Methodological Insights on Combining Human and AI Labor in Netnography
		Introduction
			The Time for Working with Machines Is Now
			One Challenge: Two Competing Approaches
		The Case Study: Humans and Machines Uncovering Insights for Body Care Innovation
			The “Rules of Competition”: Four Sprints to Go From Start to Finish
			Starting Point: Keywords
			Sprint 1: Relevant Content
			Sprint 2: Consumer-Generated Content About Body Care
			Sprint 3: Need or Problem?
			Training the Machine
			Outcome of the Machine Netnographer’s Derivation of Consumer Needs
			Assessment of the Performance
			Choosing the Winner
			Sprint 4: Topic Clusters
			The Finish: Insights
		Conclusions and Outlook into the Future of Collaboration Between Human and Machine Netnographers
			What Is Feasible
			What Is Reasonable
				Economic Perspective
				Quality Perspective
				Knowledge Building and Future Readiness
			What Researchers Can Already Try This Year
		Acknowledgement
		References
	13 Global Beautyscapes: An Innovation-Centered Netnography of Chinese Skin Care and Cosmetics Consumers
		Introduction
		Chinese Female Beauty
		Chinese Cosmetics Market and Consumption Habits
		Netnography of Beautyscapes
		Research Design
			Social Media and Mobile Apps Observation and Immersion
			Depth Interviews
			Data Integration
		Half-Breed Beauty
		Resolving and Respecting Cultural Struggles
		Sensemaking and Meaning Mining
		Understanding Global Beautyscapes
		Conclusions
		Acknowledgement
		References
Section 4 Netnography Humanized
	14 Auto-Netnography in Education: Unfettered and Unshackled
		Introduction
		Delimiting Netnography
		Why Auto-Netnography?
		Social Media: A Learning Construct
		Theorising Auto-Netnography
		The Auto-Netnography Framework
		Digitally Mediated Research Field
		Epistemological and Ontological Worldview
		Research Context
		Multiple Lenses of Data Collection
		Reflexive Interpretation
		Authentic Relationships with Others
		Critical Reflexivity
		Dialogue with Self and Others
		Reporting Findings
		Conclusion
		References
	15 Getting Up-Close and Personal with Influencers: The Promises and Pitfalls of Intimate Netnography
		Introduction
		Cosying Up to Content Creators
		Operating under Conditions of Intimacy
		Influencing Content Creators
		Coping with Data Evaporation
		Creating Novel Theory
		Future Research Directions
		References
Section 5 Netnography Theorized
	16 Netnography in Human and Non-Human Networked Sociality
		Introduction
		Networked Sociality
			Individuals, Groups and Non-Humans
			The New Landscape
		Ethics
			Data
			Personal, Private, Public and Risk
		Temporality
			Time Assumptions
			Time Management
		Assemblage, Translation and Enactment By Technologies
			Inclusivity and Assemblage
			Translation and Enactment
			Role of Internet of Things
		Human and Non-Human Agency
			Interdependencies
			Control
			Humanness
		Summary
		References
	17 Online Ethnography and Social Phenomena on the Move: Time Construction in Netnography and Mobile Ethnography
		Introduction
		Online Ethnographies
		Why Does It Matter to Reflect on Temporal Facets in Online Ethnography?
		Temporal Aspects of ‘Social Phenomena On the Move’ for Online Ethnographic Research
		Three Temporal Aspects for Netnography
		Decision Journeys: An Example of Modes of Time Constructions
		Implications for Online Ethnographic Researchers
		Conclusion
		References
	18 Netnography in Live Video Streaming
		Introduction
		On the Research of Live Video Streaming
		Immersion in Live Video Streaming
		On the Methodology of Live Video Streaming
		Fieldsite
		Interviews
		Field Participation and Observations
		Analysis and Context Induction
		Theoretical Implications From Research Design
			A Three-Stage Situational Context Approach
			Abstraction Ladder Diagram
			Netnography-Based Theory Construction
		Conclusion
		References
	19 Netnography, Digital Habitus, and Technocultural Capital
		Introduction
		Bourdieu’s View of Social Science, Netnography and the Intersectionality Field
		Defining Digital Habitus
		Netnography and Digital Habitus
			Quantifying Digital Habitus
			Qualifying Digital Habitus
				Performing Interaction
				Capturing the Textuality of Identity Work in All Its Forms
				Immersing into the Destabilized Social Mediascapes
		Mobilizing Technocultural Capital: the Challenges to Netnography
			Cultural Capital, Technoculture and Technocultural Capital
			Computational Technoculture and the ‘Relevance Challenge’
			Visual Technoculture and the ‘Hermeneutic Challenge’
			Objectualized Technoculture and the ‘Agentic Challenge’
			Emotional Technoculture and the ‘Deontological Challenge’
		Conclusion: Netnography, Taste, and Lifestyle
		References
Index