Netnografía

Netnography is a qualitative research methodology that adapts ethnographic techniques to the study of online communities. It involves observing and analyzing the behavior, interactions, and cultural expressions of people within digital spaces such as social media platforms, online forums, and virtual worlds. The term itself is a portmanteau of "internet" and "ethnography."

Researchers employing netnography immerse themselves in these online environments, often acting as participants or observers, to gain an in-depth understanding of the culture, norms, values, and social dynamics at play. Data collection typically involves collecting and analyzing text-based content, images, videos, and other digital artifacts shared by community members. This can include posts, comments, profiles, and even memes.

The goal of netnography is to uncover the meanings and interpretations that participants attribute to their online experiences and interactions. It seeks to provide rich, contextualized insights into consumer behavior, subcultures, social movements, and various other phenomena that emerge and are expressed online. Unlike traditional ethnography, which requires physical presence, netnography offers a non-intrusive and often more accessible way to study human behavior in its natural digital habitat. It is particularly useful for understanding the nuances of online communication and the formation of online identities.