What is virtual ethnography?
Virtual ethnography or Online ethnography (also called netnography for a decade in the business, marketing and consumer research field; see Kozinets 1997) is a new development in the field of Ethnography. It extends the traditional notions of field and ethnographic study from the observation of co-located, face-to-face interactions, to technologically mediated interactions in online networks and communities. In doing so it challenges the traditional notion of a field site as a localized space and moves it into the realm of online or computer-mediated communications and interactions.
