網(wǎng)絡(luò)民族志 是一種方法嗎？綜述、反思及重新定位

Abstract：This article reviews the recent applications of the increasingly popular methodof“Netnography”， identifying potential misapplications incurrentstudies.Wecriticallyref lectonseveralcommonmisconceptions about Netnography：first，thetendencytorebrandtraditionalapproachesasNetnography;second，alackofmethodological rigor initsapplication;andthird，theconf lationof interview techniques withNetnographyor theirmisclassif icationunder theNetnographicumbrela.Drawingonthesereflections，weexamine the widelyused methodsactually employedinso-called Netnographicresearchandquestion thevalidityofNetnographyasadistinct methodological framework.Additionally，we analyze keyconsiderations for adapting traditional ethnographic approaches toonline contexts.

Keywords：Netnography;ethnography;internetresearch;ThickDescription

信息技術(shù)的發(fā)展和互聯(lián)網(wǎng)革命催生了網(wǎng)絡(luò)社會(huì)的崛起，人類的日常活動(dòng)也逐漸經(jīng)歷了從傳統(tǒng)線下環(huán)境到數(shù)字化線上空間的轉(zhuǎn)移。（剩余9684字）