Analytical, Diagnostic and Therapeutic Techniques and Equipment Commons^™

Real-Time Netnography: Rejecting The Passive Shift, Leesa Costello, Marie-Louise Mcdermott

Research outputs 2014 to 2021

Although netnography emerged in the 1990s, it is a term unfamiliar to many ethnographers and is still touted as a new methodology. Once explained, ethnographers often understand it in terms of online ethnography. While this is helpful, netnography, however, offers a set of steps and analytic approaches that can be applied across a spectrum of involvement online. Its focus is on gaining entree to an online community, distinguishing between participant observation and nonparticipant observation.