netnocamp/english

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Klaus M. Janowitz [email protected]

Cultures & Communities online

Donnerstag, 9. Dezember 2010

2NetnoCamp Cologne 17.09.2010 Klaus M.Janowitz [email protected]

Social Media...

have prevailed in the Internet and are used by a major part of society

blur the frontiers between producers and consumers of content

enable people to make contacts and socialize over distances

enable companies and organisations for direct contact to customers and target groups


mailto:[email protected]



Social Media...

boost „word of mouth“or „word of mouse“

are a nearly unfailing source for market- and social research

opinions und sentiments spread fast; ratings and references have a growing impact on (buying) decisions

companies are interested in the remarks made about themselves and their brands





Social Media Monitoringor Web-Monitoring

web-monitoring (social media monitoring) means the software based analysis of public communication in the internet, mostly applied for products and brands monitoring provides information on key platforms, major sources, discussion topics, sentiments etc. software based sentiment analysis could not convince yet

error sources: ambiguous items, irony, abbreviations, context depending significance, software not really adapted for different languages etc.




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Monitoring-Software - free or to pay for

NetnoCamp Cologne 17.09.2010 Klaus M.Janowitz [email protected]




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Netnography

Transmission of ethnographic methods to online communities and cultures

Internet creates new social environments, regardless of physical proximity: translocal communities

Field:Online culturesOnline communitiesClusters of Affiliation

Author:Robert V. Kozinets (cultural anthropologist and marketer)Brandthroposophy: A Marketing, Social Media, and Research Blog

Several approaches of online ethnographies evolved independentlyNetnographie claims setting methodical standards for social sciences and marketingVirtual ethnography (Christine Hine)Webnographie (Anjali Puri - 2007; Strübing - 2006 - not continued)





Methods

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Netnography... method mix:hermeneutic Interpretation andanalysis of dataparticipant observation,surveys, interviews, document analysis(text, pictures, sound, video), use of monitoring-software for detecting relevant sources

suits for several kind of studies:research in online communities research in online and offline existing communities for explorative studiesresearch in social media

research topic maybe a specific online-culture or community (such as Star Trek) or a selective theme (such as coffee culture)

there are several specifications and adaptations such as social media netnography





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Fan - Communities

netnographic field researches began with (media-) fan cultures

Star-Trek community (1996)X-Philes' subculture of consumption (1997)soap-opera fans (2000)

fan cultures as prototypes of posttraditional socialization and avantgarde of a new network economy

(compare.: C. Wenger 2006)





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e-Tribes

M. Maffesoli: les temps des tribus (1988)(postmodern) tribes: networks of people, who are linked by a common passion :online-gamer, fashion victims, theme based political groups consumer tribes

the internet is both:the technical infrastructure to serve those different cultures, backgrounds, etc.,

in the same way an own environment, whose specific conditions lead to new forms of deterritorial communities and network-based sociality.





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Community constituting via consum:Brand Communities/Consumer Tribes

Brands act as a medium, a style, in which a common life- and workstyle is synced

Brand Communities become Consumer Tribes:Communities with an own aesthetic and own loyalties





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Research Process

definition of research questions, social sites or topic to investigate

community identification and selection

community participant observation (engagement, immersion, data

collection: and data collection (with regard on ethics: informed consent)

data analysis and iterative interpretation offindings

CAQDAS-Software may be used (NVivo, Max QDA, AtlasTi)

write, present and report research findings and/or policy implications


(Kozinets, 2010 S. 61)




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CAQDAS - Softwarestructures data in qualitative research as transcription analysis, coding and text interpretation,

content analysis, discourse analysis, grounded theory methodology etc.



http://en.wikipedia.org/wiki/Transcription_(genetics)

http://en.wikipedia.org/wiki/Transcription_(genetics)

http://en.wikipedia.org/wiki/Content_analysis

http://en.wikipedia.org/wiki/Content_analysis

http://en.wikipedia.org/wiki/Discourse_analysis

http://en.wikipedia.org/wiki/Discourse_analysis

http://en.wikipedia.org/wiki/Grounded_theory

http://en.wikipedia.org/wiki/Grounded_theory



The Roots: Ethnography - Genesis of a Method

Ethnographic methodsdescend from cultural anthropologic

field research(Malinowski, Mead)

generally within the natural setting of a social group

„The ethnographer participates, overtly or covertly, in people’s daily lives for an extended period of

time, watching what happens, listening to what is said, asking questions in fact collecting whatever data are available to throw light on the issues with

which he or she is concerned.” (Atkinson & Hammersley 1983)





In Sociologyresearch in subcultures or sub-systems within the own society ethnography gives a deep insight in everyday life and lifestyle - with all strategies of survival, symbols and rituals

Ethnography of scenes (R. Hitzler):participation in the social field - into linguistical and habitual customs and patterns; narrative interviews

Steps ( R. Girtler):

scheduling

pre-understandingcollection of material (fieldnotes)participant observationother sourcesinterpretation

presentation ot the results





ethnographic methods inMarket Research:

how people use brands, products or services in

their natural environments

hidden needs und desires should be discovered






Consuments form new cultures of consumption, which require considerable expertise

Consumer Insights are based on unbiased consumer statements within the natural setting. Motivations, attitudes, experiences and needs become definite




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Perspectives - examples of research fieldse.g.: strategies of debt management Fashion-Communities, translocal workor:cultural impact of Online-Communities in Saudi-Arabia

An essential part of modern social life happens in the web. Social- and market research can not neglect this living environment. Netnography defines tools for research.

Differences to Web-Monitoring Web monitoring captures systematically and software-based the public communication in the Internet about specific terms and topics - mostly quantitative Netnography is a mostly qualitative research process, which integrates different tools - and monitoring-software provides valuable service

Differences to Market Research Online CommunitiesNetnography occurs in the natural setting, MROCs are a managed environment for use in market research





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Market Research Online Communities (MROC)

Market research-driven online communities: The Internet serves as a

media tool of the collection, not as a social space to be explored

- private communities for specific clients- panel communities

no „natural setting“activity and engagement are highly

dependent on binding to a particular company or incentivation





Ethics

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Basic Questions: Are online-communities public or private spaces? How does the researcher gains informed consent?

content accessible without limitation may be considered as public

1) The researcher should fully disclose his or her presence, affiliations, and intentions to online community members during any research

2) The researchers should ensure confidentiality and anonymity to informants

(3) The researcher should seek and incorporate feedback from members of the online community being researched

(4) The researcher should take a cautious position on the private-versus-public medium issue.

Kozinets. 2002, S. 65





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Klaus Janowitz M.A., Kuenstr. 43 , 50733 Köln, Tel. : 0221-9927676 [email protected]://www.klaus-janowitz.de

Thanks for your attention




http://www.klaus-janowitz.de

http://www.klaus-janowitz.de

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Quellenangaben:

Bilder:Start Slide: Screenshot Touch-Graph Darstellung zum NetnocampS. 2: http://www.google.de/imgres?imgurl=http://www.searchenginepeople.com/blog/wp-content/uploads/2007/11/social-media-landscape.pngS. 5: Logos von Anbietern von Monitoring-SoftwareS. 6: twittpic von Clive Lavery, KölnS. 8: http://images.businessweek.com/ss/06/05/ethnography/source/1.htmlS. 8: http://www.dailybrilliance.com/steve-jobs-and-apple-are-turning-customers-into-fans/S. 9: photos.techfieber.de/ wp-content/uploads/2010www.photocase.de: S. 4,7, 16, 17 (leere Taschen), 19, 20 S. 12: http://caqdas.soc.surrey.ac.uk/choosing.jpg http://www.stanford.edu/group/ccr/blog/stanford_tourism/ (S. 8)S. 11: eigene BearbeitungS. 16: (Fahrräder) Marc Wansky: www.wansky.de S. 18 oben: Globalpark - pdf zu Customer Feedback Communities

Literatur: Atkinson Paul & Hammersley, Martyn: Ethnography: Principles in practice. ISBN:978-0-415-39605-9,278S. 1. Auflage New York 1983

Brauckmann, Patrick (Hrsg.): Web-Monitoring. Gewinnung und Analyse von Daten über das Kommunikationsverhalten im Internet. Konstanz 2010, 412 S.

Cova, Bernard; Kozinets, Robert V.; Shankar, Avi (Hrsg.): „Consumer Tribes“, Butterworth Heinemann,Oxford und Burlington MA 2007, 339 S.

Janowitz, Klaus. M. : Netnographie, http://www.ssoar.info/ssoar/files/2009/663/netnographie.pdf 2008

Kozinets, Robert V.: Netnography. Doing Ethnographic Research Online. Sage Publications Ltd 2010, 232 S., ISBN: 184860645

Kozinets, Robert V.: The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of marketing research. vol. 39, 2002, No. 1, pp. 61-72

Verhaeghe, Annelies (InSites Consulting, Gent): Getting answers without asking question. White paper

Wenger, Christian: Gemeinschaft und Identität in Medienfankulturen – Fankulturen als Prototypenposttraditionaler Vergemeinschaftung und Vorreiter der neuen Netzwerkökonomie? 2006 (Broschiert)



http://www.google.de/imgres?imgurl=http://www.searchenginepeople.com/blog/wp-content/uploads/2007/11/social-media-landscape.png

http://www.google.de/imgres?imgurl=http://www.searchenginepeople.com/blog/wp-content/uploads/2007/11/social-media-landscape.png

http://images.businessweek.com/ss/06/05/ethnography/source/1.html

http://images.businessweek.com/ss/06/05/ethnography/source/1.html

http://www.dailybrilliance.com/steve-jobs-and-apple-are-turning-customers-into-fans/

http://www.dailybrilliance.com/steve-jobs-and-apple-are-turning-customers-into-fans/

http://www.photocase.de

http://www.photocase.de

http://caqdas.soc.surrey.ac.uk/choosing.jpg

http://caqdas.soc.surrey.ac.uk/choosing.jpg

http://www.stanford.edu/group/ccr/blog/stanford_tourism/

http://www.stanford.edu/group/ccr/blog/stanford_tourism/

http://www.wansky.de

http://www.wansky.de

http://www.ssoar.info/ssoar/files/2009/663/netnographie.pdf

http://www.ssoar.info/ssoar/files/2009/663/netnographie.pdf



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