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Using netnography for studying "pure" cyber-cultures


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Using netnography for studying "pure" cyber-cultures

  1. 1.  Galit Nimrod, Ben-Gurion University of the Negev, Israel
  2. 2.  Short explanation of the method Demonstration
  3. 3. Netnography (online ethnography) isa “qualitative research methodologythat adapts ethnographic research techniquesto study cultures and communitiesthat are emerging throughcomputer-mediated communications”(Kozinets, 2002, p. 65)
  4. 4. It is based on observationsof technologically mediated interactionsin 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)
  5. 5.  It is mostly based on published texts It observes behaviors of particular people, but the individuals remain unobservable It often relies on archives Itexamines private interactions that take place in a public space
  6. 6.  may choose participative approach, which is closer to traditional ethnographic standards may choose to be a „lurker‟
  7. 7. (a) Entrée(b) Data collection(c) Analysis and interpretation(Kozinets, 2002; Langer & Beckman; 2005)
  8. 8. 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 topicsKozinets (1998)
  9. 9. Nimrod, G. (2011).The fun culture in seniors onlinecommunities.The Gerontologist, 51(2), 226-237.
  10. 10. The most discussed subjects in the communities (Nimrod, 2010) Fun on line Retirement Family Health Work & Studies Leisure Finances Religion & Spirituality Technology Aging Civic & Social issues Shopping Travel # of posts 0 20000 40000 60000 80000 100000 120000 140000
  11. 11. Research question:What are the characteristics of the fun culturein seniors‟ online communities?
  12. 12.  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
  13. 13.  Saturation after analyzing six communities Total = about 50,000 posts
  14. 14. The communities examined in this studyCommunity name Address Community Center type50 plus Forum CanadaCool Grandma Forum+Chat USAEarly Retirement Forum Forum USAIDF 50 Forum UKThe Little-Brown-Jug Forum Forum USAThe Over 50 Golden Group http://theover50goldengroup. Forum USA net
  15. 15.  Sections dedicated to “fun” (e.g., “ Games,” “Quizzes,” “Jokes,” “Humor”)Justifications: theoretical - the essence of the fun culture practical - saving effort
  16. 16. Cross case analysis & constant comparison strategies(Charmaz, 2006; Strauss & Corbin, 1998) Parallelopen 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
  17. 17. 1. Sex Games:2. Gender differences 1. Cognitive3. Aging 2. Associative4. Grandparenting Subjects Types 3. Creative5. Faith6. Politics Jokes, funny7. Alcohol Contents stories & videos Actors Selective timing Interpersonal Participatory Norms Expressive style Dynamics Behaviors Relationships Personalization
  18. 18.  