Abstract
The chapter will instruct readers into the fundamentals of online social research, filling a vital, instructional gap in the literature. After a summary of the theoretical path towards digital ethnography and a description of the discipline's overall strengths, the chapter will begin a practical breakdown of the research planning and execution processes. This will follow the following steps: preparation and entrée, sample design, quantitative and qualitative methods of data collection, and ethical considerations. All the above will be informed by the researcher's own experience and will be geared towards under- or post-grad anthropology and ethnography students with some experience with online spaces.
TopLiterature Review
The following section will outline two topics: the evolution of the fieldwork on the Internet; and how the discipline has adapted to those changes. The first part will discuss how both changes within ethnography and the realization of some of its features made it ideal for online research. The second part will detail some fundamental changes, as well as the problems that have arisen for younger researchers.
Key Terms in this Chapter
Internet Culture: The beliefs, modes of communication, and values of individuals and groups interacting on the Internet. It can differ between various sub-groups.
Snowball Technique: A method of sample design. It begins with locating a starting group (“seed”) and using their contacts within a community to locate more individuals with similar desired traits. It has been adapted to online environments.
E-Interview: An interview conducted online for research purposes.
Lurking: A method of obtaining information and familiarizing oneself with an online culture. It involves observing a given space without interfering in it.
Research Ethics: The preoccupation and measures taken to protect the safety and dignity of all participants in research. They can include anonymizing of all participants, asking for their consent in recording and publicizing their words, and helping them in understanding the research context.
Thick Description: A method of cultural analysis. It involves describing a given topic, sight, or event in great detail, in order to understand how meaning and social dynamics are produced within it.
Digital Ethnography: The adaptation of the discipline of ethnography to online environments.