Netnography Unlimited: Understanding Technoculture Using Qualitative Social Media Research

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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