using netnography for studying "pure" cyber-cultures
DESCRIPTION
TRANSCRIPT
Galit Nimrod, Ben-Gurion University of the Negev, Israel
Short explanation of the method
Demonstration
Netnography (online ethnography) is
a “qualitative research methodology
that adapts ethnographic research techniques
to study cultures and communities
that are emerging through
computer-mediated communications” (Kozinets, 2002, p. 65)
It is based on observations
of technologically mediated interactions
in online networks and communities,
and the culture (or cyber-culture)
shared between and among them.
(Hine, 2000; Kozinets, 2002, 2006; Langer & Beckman, 2005;
Mann & Stewart; 2000; Sade-Beck, 2004)
It is mostly based on published texts
It observes behaviors of particular people,
but the individuals remain unobservable
It often relies on archives
It examines private interactions
that take place in a public space
may choose participative approach, which is closer
to traditional ethnographic standards
may choose to be a „lurker‟
(a) Entrée
(b) Data collection
(c) Analysis and interpretation
(Kozinets, 2002; Langer & Beckman; 2005)
1. Studies of “pure” cyber-cultures
(that do not exist in real life)
2. Studies of “derived” cyber-cultures
(that initially existed in real life)
3. Studies of general topics
Kozinets (1998)
Nimrod, G. (2011).
The fun culture in seniors' online
communities.
The Gerontologist, 51(2), 226-237.
The most discussed subjects in the communities (Nimrod, 2010)
0 20000
40000
60000
80000
100000
120000
140000
Travel
Shopping
Civic & Social issues
Aging
Technology
Religion & Spirituality
Finances
Leisure
Work & Studies
Health
Family
Retirement
'Fun on line'
# of posts
Research question:
What are the characteristics of the fun culture
in seniors‟ online communities?
Full year‟s data from the same communities
- originally found using simple Google search
- selection: - dedicated to seniors
- targeting global audience
- big and active communities
- do not require registration
Saturation after analyzing six communities
Total = about 50,000 posts
Center Community
type
Address Community name
Canada Forum http://discuss.50plus.com 50 plus
USA Forum+Chat www.coolgrandma.com Cool Grandma
USA Forum www.early-retirement.org Early Retirement Forum
UK Forum www.idf50.co.uk IDF 50
USA Forum www.little-brown-jug.com The Little-Brown-Jug Forum
USA Forum http://theover50goldengroup.
net
The Over 50 Golden Group
The communities examined in this study
Sections dedicated to “fun”
(e.g., “ Games,” “Quizzes,” “Jokes,” “Humor”)
Justifications:
theoretical - the essence of the fun culture
practical - saving effort
Cross case analysis & constant comparison strategies (Charmaz, 2006; Strauss & Corbin, 1998)
Parallel open coding
Axial coding to identify variations
Constant comparison between o investigators‟ interpretations
o different texts of a specific community
o different communities
Reflexive and theoretical notations
Contents
Participatory Behaviors
Interpersonal Dynamics
Types Subjects
Games:
1. Cognitive
2. Associative
3. Creative
Jokes, funny
stories & videos
1. Sex
2. Gender differences
3. Aging
4. Grandparenting
5. Faith
6. Politics
7. Alcohol
Selective timing
Expressive style
Personalization
Actors
Norms
Relationships