Bentuk-bentuk Netnografi (Feri Sulianta).pdf

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NETNOGRAFI
Penelitian Etnografi Digital
pada Masyarakat Modern
Dr. Feri Sulianta

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3.1 Bentuk-bentuk Lain Netnografi
Sebagaimana pencetus netnografi, Robert Kozinets
menyatakan bahwa penelitian netnografi dapat dikategorisasi
ke dalam empat bagian, yakni:
• Netnografi Otomatis (Auto Netnografi)
• Netnografi Simbolis
• Netnografi Digital
• Netnografi Humanis
Gambar 1.1 Kategorisasi penelitian netnografi ( Kozinets, 2015).
……………………………………………………………………………………………
……………………………………………………………………………………………
Humanis Digital
Auto Simbolik
Kritikal Complementer
Area analitik
Lokal
Global
Orientasi
Aksiologi

6. ……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
…………………………
Melalui kombinasi parameter tersebut, dapat dipetakan empat
jenis netnografi:
1. Auto-netnography
Auto-netnografi berada pada area kritis dan lokal,
dimana peneliti menciptakan data berdasarkan
kedirian mereka. Auto netnografi adalah perkembangan
dari auto-etnografi. Ciri-ciri diantara keduanya mirip
yakni mengandung unsur-unsur personal (auto-
biografi).
…………………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
…………………………..
2. Netnografi simbolik
Netnografi simbolik adalah netnografi yang paling
umum digunakan,
…………………………………………………………………………………
…………………………………………………………………………………
………………………………
3. Netnografi digital
Netnografi kategori ini berada di area komplementer
dan global.
…………………………………………………………………………………
…………………………………………………………………………………
………………………………

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4. Netnografi humanis
Netnografi humanis berfokus
…………………………………………………………………………………
…………………………………………………………………………………
………………………………
Gambar 1.2 Ruag lingkup penelitian etnografi dan variasinya
Robles, P. Gillette’s (2019). “The Best Men Can Be” campaign
might not have been the brand’s best move.
Ethnography
Digital
Ethnography
Netnography
Netnography
Humanist, Auto
Netnography,
Symbolic
Netnography

8. https://econsultancy.com/gillette-best-men-can-be-brand-
bad-idea/
Taylor, C. (2019). Why Gillette's New Ad Campaign Is Toxic.
https://www.forbes.com/sites/charlesrtaylor/2019/01/15/
why-gillettes-new-ad-campaign-is-toxic/?sh=56737a4e5bc9
Ward, Matthew. (2020). “The Best Men Can Be”: Reactions to
Gillette’s 2019 Short Film.
Washingtontimes.com. Gillette ‘shifting the focus from social
issues,’ ‘toxic masculinity’ ads to ‘local heroes’.
https://www.washingtontimes.com/news/2019/aug/22/gill
ette-shifting-the-focus-from-social-issues-tox/)
Wikipedia. The Best Men Can Be.
https://en.wikipedia.org/wiki/The_Best_Men_Can_Be.
Wikipedia. Quora. https://en.wikipedia.org/wiki/Quora.

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SINOPSIS
Buku NETNOGRAFI- Penelitian Etnografi Digital pada
Masyarakat Modern merupakan buku yang akan mempertajam
penelitian Anda sewaktu meneliti perihal kelompok,
komunitas atau organisasi yang terkait dengan budaya yang
ada di dalamnya. Pada dasarnya buku ini mengetengahkan
penelitian etnografi, etnografi digital dan netnografi sehingga
jelas perbedaan diantara ketiganya.
Seiring perkembangan jaman, penelitian masa kini tidak lagi
hanya mengandalkan penelitian etnografi semata, dimana
perkembangan komputer dan jaringan internet mengubah
aktivitas komunikasi tradisional menjadi aktivitas digital.
Banyak manfaat penelitian netnografi, diantaranya: sebagai
cara untuk mengeksplorasi perilaku konsumen,
mengidentifikasi selera generasi milenial, memprediksi tren,
mempelajari budaya digital tertentu, membuat kebijakan
digital dsb.
Hal unggulan yang dibahas dalam buku ini:
• Dasar penelitian etnografi, etnografi digital, netnografi
dan variasi penelitian netnografi
• Budaya digital & Budaya Internet
• Langkah-langkan terinci penelitian modern era digital
• Sumber-sumber penelitian data digital
• Contoh-contoh penelitian

10. BIOGRAFI PENULIS
Dr. Feri Sulianta , S.T., M.T., MOS, MTA, CPC, C.NNLP, CPRM
mengawali karirnya pada tahun 2001 sebagai Chief
Information Officer, saat ini ia mengajar sebagai dosen.
Berbagai aktivitas lain yang dilakukannya: menggeluti peran
sebagai motivator, life coaching, memberikan pelatihan dan
seminar, serta aktif dalam beberapa komunitas profesi. Bidang
riset yang menjadi ketertarikannya antara lain: Sistem Analitik,
Netnografi, dan Social Studies Education.
Kegemarannya menulis membuatnya didapuk oleh MURI pada
tahun 2016 sebagai penulis buku Teknologi Informasi
terbanyak dan pada akhir tahun 2018 LEPRID memberikan
apresiasi sebagai Penulis dengan Kategori Buku Terbanyak
yakni 19 kategori untuk 88 buku.
Sampai saat ini Feri Sulianta sudah memublikasikan lebih dari
99 judul buku.

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Penelitian Netnografi yang dilakukan oleh Malinowski terhadap penduduk asli di
Kepulauan Trobriand, pada tahun 1918
(https://commons.wikimedia.org/wiki/File:Bronis%C5%82aw_Malinows
ki_among_Trobriand_tribe.jpg)
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melakukan penelitian .[[File:Khans online service vikarabad
interenet.jpg|Khans_online_service_vikarabad_interenet]] (
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