Document (#37932)

Author
Janowitz, K.M.
Title
Netnographie : Ethnographische Methoden im Internet und posttradtionale Vergemeinschaftungen
Source
Wissen - Wissenschaft - Organisation: Proceedings der 12. Tagung der Deutschen Sektion der Internationalen Gesellschaft für Wissensorganisation Bonn, 19. bis 21. Oktober 2009. Hrsg.: H.P. Ohly
Imprint
Würzburg : Ergon Verlag
Year
2013
Pages
S.290-315
Series
Fortschritte in der Wissensorganisation; Bd.12
Abstract
Geht es um qualitative Forschung im Internet, gelangt man schnell zu den Methoden der Ethnographie. Während in den frühen Jahren des internets (als die "Neuen Medien" noch "neu" waren) das forschende Interesse v.a. dem Internet als einer eigenen - virtuellen - Welt ,in its own terms' galt, steht in den neueren Arbeiten der kulturelle Kontext, in dem Online-Interaktionen stattfinden und Sinn machen, im Vordergrund. Unabhängig voneinander wurden mehrfach auf das Internet anwendbare ethnographische Ansätze entwickelt. Die bekanntesten stammen von der britischen Soziologin Christine Hine ("Virtual Ethnography") und dem kanadischen Marketer Robert Kozinets ("Netnography"). Die Ansätze unterscheiden sich wenig in ihren Konzepten, mehr in ihren Anwendungsfeldern, die den unterschiedlichen Herkunftsfeldern ihrer Protagonisten entsprechen. Eng verbunden ist das Thema posttraditionaler Vergemeinschaftungen, die über das Internet entstehen, bzw. vorangetrieben werden. Die Teilhabe an Kommunikationsnetzwerken ermöglicht mehr und mehr deterritoriale Vergemeinschaftungen, wenn auch Vergemeinschaftung und soziale Bezüge nie ganz von räumlicher Nähe losgelöst sind. Posttraditionale Vergemeinschaftungen beruhen oft auf ästhetischen Präferenzen, einem als gemeinsam empfundenen Arbeits- und Lebensstil. ALs Prototypen im Internet können Fan-Communities gelten, aber auch translokale Arbeits- und Wissensgemeinschaften. Theoretischer Bezugsrahmen ist u.a. das Konzept des Neotribalismus von Michel Maffesoli ("Le temps des tribus"). In der Marktforschung wurden einzelne Spezikationen zur Netnographie entwickelt.
Theme
Internet

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