Indlela eguqulelwe ngokucokisekileyo ukuphanda ukuziphatha kwabaxhamli beenkcubeko kunye noluntu olukhoyo kwi-intanethi. "(IKozinets, 1998).
I-Ethnography neNetography
I-Ethnography yindlela ephakamileyo ye-anthropological ethathwa ngokuba yi "Cadillac" yophando loluntu. Abaphandi beemarike bafaka iindlela ezingabizi ngaphantsi kokuqhuba uphando, njengabadliwano -ndlebe abachaphazelekayo okanye amaqela okugxila. Iintlobo zokusebenzisa i-netnographie malunga ne-ethnography, amaqela ekujoliswe kuyo, okanye iintliwano-ndlebe ezingqongileyo ziindleko eziphantsi, iindlela ezingapheliyo kunye nezindlela ezingokwemvelo (Kozinets, 2009).
I-Netnographie ibingqinelana nomoya okhoyo wokuncedisa amajelo aseburhulumenteni, ukuvelisa iitshathi kunye negrafu ezisekelwe kwiindlela ezininzi zokunxibelelana kwezentlalo zentlalo zihlolwe kwaye zihlaziywe. Igama elithi netnography, elichaza ngokucacileyo i-nexus phakathi kophando lwe-ethnographic kunye nokuziphatha kwamahhala kwabantu kwi-Intanethi, yenziwe nguDkt. Robert V. Kozinets, uProfesa wokuThengisa kunye noSihlalo weSebe leNtengiso kwiSikolo soShishino kwi-University of York. .
I-Media Media kunye neNetography
Uphando loononophelo lwentlalo lugxininisekile ngokufanayo naluphi na uhlobo lophando. Abaphandi bavame ukungena ekampini elincinci okanye ekampini yekhwalithi, kwaye ngaba abathengi bathumela kwaye bathenge iimfuno zabo zophando zentlalo. Njengoko uphando oluninzi lwekhwalithi, i-nography ibhekiselwe ekufundeni iimpawu ezibonwayo kunye nezimboli, iindlela zokusetyenziswa zabathengi be-intanethi kunye nolunye ulwazi lweenkcubeko kwimeko yentlalo yezendalo (Kozinets, 2010).
I-Netnography iphinda isetyenziswe ukufundela inzululwazi yentlalo-ntlalontle-isiphumo sokutshintshwa kolwazi nge-intanethi.
I-traffic media yoluntu ngokubanzi ivela ngaphandle kokungqinelana. Ngaloo ndlela, ukuziphatha okukhululekile kubonisa imigaqo ethembekileyo kunye neengcamango ezingenangqiqo zinika umgca wolwazi onokulandelwa phezu kwexesha elide, ukunika abaphandi ithuba lokulandelela nokulinganisa iinguqu kwixesha, kwaye basebenzise izixhobo zokuhlalutya kunye nezindlela zokuvelisa ulwazi. Njengoko uphando lwe-ethnographic luquka uhlalutyo lwamaphetshana oonxibelelwano kunye nomxholo ngaphakathi kweemeko zentlalo ye-intanethi, lo msebenzi uyindlela yokuhlalutya. Ngokutsho kweKozinets (ngo-1990, umz. 366), "la maqela enhlalakahle anakho 'ngokwenene' kubahlali abathathi-nxaxheba, kwaye ngoko ke kunemiphumo emihle kwiinkalo ezininzi zokuziphatha, kubandakanywa nokuziphatha kwabaxhasi."
Uluntu loluntu olunxibelelwano loluntu lunikezela ngamathuba amaninzi ukuba abathathi-nxaxheba babe nefuthe baze baxelelane ngemveliso, iinkonzo, kunye nemveliso (uMuniz no-O'Guinn 2001). Ubulungisa beBrith buxhaswa ngokuxhaswa ngabathengi (uAlquist noRoberts, 2000), into engapheliyo kwiinkampani ezifuna ukuphakanyiswa kwekhontrakthi. I-Netnography iyimimandla ekhethekileyo phakathi kweendlela zophando lweendaba zoluntu ukwenzela ukuvelisa ulwazi lweenkcubeko kwiinkcukacha ezixhomekeke kumxholo kunokuba kudatshulwa idatha.
I-Netnographie iqhutywe ngamanyathelo ayisithupha ajikelezayo, afana namanqanaba ophando lwe-ethnographic: ukuphuhlisa iplani yophando , ukumisela i-entry , ukuqokelela kunye nokuhlengahlengisa idatha , ukuhlalutya nokutolika idatha , ukuqinisekisa imigangatho yokuziphatha kunye nokunika ingxelo malunga nokufunyanwa kuphando kunye nolwazi oluhambelanayo .
Imithombo:
> Ginga, Daiuchuu (ngo-2013), Kwiinyawo zeKozinets: Kuye entsha > netnographic >> taxonimization >. I-Journal ye-Intanethi Ukuxabisa , iphe. 418-419.
> I-Kozinets, uRobert V. (1998. Kwi > netnographie >: Iingcamango zokuqala zophando lwabathengi nge-cyberculture, "KuJoseph Alba noWesley Hutchinson, (Eds.), Intuthuko yoPhando lwaBathengi, uMqulu 25. IPvo, UT: Umbutho Uphando lwaBathengi, iphe. 366-371.
> IiKozinets, iRV (2010). I-Netnography: Isixhobo somfihla-mthengisi. IPhepha leMhlophe.
> Muniz, A., Jr.
> kunye > O'Guinn, TC (2001), uluntu lwaseBrith. Umbhalo woPhando lwaBathengi .