商品簡介
This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. This toolkit, termed "Digital ethnography" by authors Caliandro and Gandini, allows marketing researchers as well as scholars of the social sciences to delve into the digital environment and understand the nature of social interaction, the cultures and meanings of practices taking place across online spaces.
Unlike commonly used traditional methodological strategies which are "retrofitted" to digital spaces, this book offers researchers a set of tools that are designed for virtual communities--are "digitally native"--and allows students, researchers and practitioners analyses of online social networks like Twitter and Instagram in fresh, new ways.Thanks to a broad range of cases including Louis Vuitton, YouTube and the concept of hipsterism, this text illustrate the practical applications of techniques and tools over the most popular social media environments, in a smooth transition from theoretical principles of research design to practical data collection and analysis.
This book will be a valuable guide to qualitative reserach for marketing students, researchers and practitioners, as well as a central reference point for tutors in the growing field of Digital Sociology.
作者簡介
Alessandro Caliandro is researcher in Sociology at the Faculty of Political Sciences at the University of Milan, Italy.
Alessandro Gandini is a Lecturer in Public Relations and Media at Middlesex University, UK.
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