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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

An excellent book for understanding how best to capture data and understand the behavior of people online.

Mr Alex Fenton
School of Media, Music & Performance, Salford University
November 8, 2015

The text offers a comprehensive and valid alternative way of gathering and using open source data for research.

Mrs Barbara Jane Wilford
School of Health and Social Care, University of Teesside
October 13, 2015

More suitable for our higher lever courses.

Ms Ylva Lorentzon
Department of Child and Youth Studies, Centre for Children´s Culture Research
September 8, 2015

Provides an insight into the role of new media in research and digital health. This is a key text in the development of both topic areas.

Mr Stephen Williams
School of Health Studies, Bradford University
September 7, 2015

A concise and must have textbook that addresses the need for research methods tailored to meet consumers lifestyles, emerging trends in technology in an age where consumers are time poor.

Mr Shelton Giwa
Dpt of Strategic Management & Marketin, De Montfort University
September 7, 2015

“Netnography: redefined”, 2nd edition (by Robert V Kozinets):
“Netnography: redefined”, 2nd edition (by Robert V Kozinets):
It’s a book for beginners who want to approach the netnography.
The book is divided in several chapters which guide the reader to progressively know the subject. All the chapters have a summary at the end, in addition, suggested lectures are provided. Both of them are useful because help the reader to revise what were the most important aspects which have been analyzed and what other sources can be used to better deepen the knowledge.
The introduction provides an overview to the reader and makes it aware on the aspects which will be found in the other chapters.
In the initial chapters (2-4) there is a good description of the social and network aspects, the interaction that they can have, the phases of netnography.
In chapter 5 the reader is guided to practice netnography and some suggestions are provided in making the right approach for a research. In chapter 6-9 there are aspects related to ethic, data collection and analysis/interpretation. All of them are relevant for conduction a proper research.
The last two chapters are about reprentation and humanist netnography.
Some aspects could improve the book: i) more exercises ii) more schemes /tables/representations that could help the reader, iii) on line materials for examples/exercises/case study.

Professor Gabriele Messina
Molecular and Developmental Medicine, University of Siena
September 1, 2015

Timely text for research on the internet. Not all students will use this book but it is vital for those who will.

Dr Gwen Moore
Faculty of Education, Univ of Limerick, Mary Immaculate Coll
August 19, 2015

An uptodate information on this very important subject

Dr Mohammed Aslam
Faculty of Medicine, Imperial College London
July 6, 2015

Recommended to Master 2 years and 1 years students but not added to any course at the moment. However this form of research approach are still on the go.

Dr Monne Wihlborg
Health Science centre, Lund University
June 22, 2015

Complements the syllabus topics

Dr Mo Willan
Business Administration, HULT INTERNATIONAL BUSINESS SCHOOL
June 8, 2015
  • 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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