Introduction
Recently, the term digital ethnography has emerged, with the help of which researchers remotely conduct ethnography through a purpose-built platform. It has many advantages over traditional ethnographies. For example, it simplifies analysis and thus decreases costs.
Digital ethnography is playing a significant role for the research scholars. Hence, it is proving to be a powerful tool. It is becuase it understands human behavior in the digital realm. This article discusses the methodology of digital ethnography, the distinction between netnography and digital ethnography, the applicability of ethnography in digital environments, the introduction of various ethnographic research tools, and research methods for digital anthropology.
Methodology of digital ethnography:
It is a method of qualitative research that applies the techniques of traditional ethnography to studying online cultures, communities, and social interactions. In this research, the researcher observes, analyzes, and documents the social dynamics in online spaces.
With the help of this methodology, the researcher tries to understand the way in which digital platforms, communication, and the creation of meaning take place at the individual and group level.
Netnography vs. Digital Ethnography:
Although both focus on online spaces, there is a difference in their approach. For example, Netnography analyzes online communities and uses data-derived digital platforms such as forums and social media. On the other hand, digital ethnography has a broader scope and studies aspects of online behaviour, communication, and cultural practices.
Researchers have started using techniques of traditional ethnography in the digital realm. It enables the researchers to explore the complex details of online spaces and individuals’ behaviors.
Things to consider when selecting a digital ethnography tool
The selection of a suitable digital ethnography tool requires carefully considering the goals of research along with the functionality of each platform. Before taking the decision, the following aspects have to be considered:.
- One needs to consider the amount of support he or she needs with the study design and project management.
- The next consideration is to plan for the analysis of the results. You have to consider the expectations of the platform in terms of its capacity to analyse data.
- You have to consider the languages you will need the tool to support.
- Whether this platform is specific to ethnography or can be used for broader qualitative research has to be considered.
- The kinds of programs you should integrate have to be considered.
How Do Digital Ethnography Tools Work?
Digital ethnography tools help in the analysis of online behaviors and virtual spaces. These tools enforce various techniques for helping in the collection, analysis, and interpretation of online sources.
A general overview of how digital ethnography tools work is presented here:
1. Collection of data:
The tools encompass features to analyse the text information, identify patterns, analyze sentiments, and extract major themes from the text content.
The social media activities, such as posts and comments on Twitter, Facebook, and Instagram, may be analysed.
2.Participant observation:
Researchers used some tools for tracking the behaviour of. They observe the individuals as they navigate and engage with digital environments.
Some tools may be used to capture screen recordings for the purpose of documenting the experiences of users in specific digital contexts.
3. Interviews and surveys:
These tools may encompass the characteristics of conducting online interviews or surveys to collect qualitative information from the respondents.
4. Visualizing and reporting:
i. Visualizing:
The tools use some options such as charts, graphs, and other representations to help the researchers in identification of the trends, and patterns.
ii. Reporting:
The researchers create reports from the findings which may be used for further analysis.
DIGITAL ETHNOGRAPHIC RESEARCH TOOLS
The purpose here is to study and understand the human behaviour and culture in online environments. For this purpose, variety of tools of research can be used. Specifically, the digital ethnography uses the following digital research tools.
1. EthOS:
This tool is best for exploring the in-depth insights and flexibility. The basic aim of EthOS is to find out that how people communicate with each other. This digital ethnography tool is made of two parts;
i.Participant- facing app:
This app is used for the purpose of data collection.
ii. Web-based dachboard:
This is used for the purpose of data analysis.
This tool has interface of text-message with which the participants feel comfortable. It helps the people in collection of pictures, videos, and text. This open participants’ feedback which helps produces rich insights. Availability of many features makes the process of data collection and data analysis easy.
Data collection can be made through videos, text, and mobile screen recording as well as survey questions.
One the other hand, data analysis process can be made easy due to the support of easy-to-use coding system. At the same time, the researcher can overview the results and recognize the areas of interests.
After analysis, the findings of research can be shared through video reels with the concerned people. Furthermore, EthOS video reel editor helps in stitching together the picture, videos, and quotes of the research study which support the findings.
3. Indeemo:
This tool is suitable to conduct social media-style research study. It also has two parts; mobile app and researcher dashboard which are available on desktop. This tool helps in capturing the digital and real-world experiences via many information collection methods. Thus it makes a clear and simple customer journey. Diary studies and in-home usage tests are offered in this tool.
With the help of this tool many studies can be run concurrently in over twenty languages. Thus it is made ideal for worldwide studies. The process of data analysis is facilitated as it offers automated transcriptions, coding, and various other tools.
4. Field Notes:
This is the basic tool. The participants form anywhere in the world can upload self-shot videos. Since the tasks of the participants can be customized, therefore, no automated analysis is offered. It means that you have to arrange alternate tools for gaining insights from videos.
5. Dedoos
In Dedoos platform, qualitative research and digital ethnography is supported. It provides data collection, data analysis, and collaboration tools facilities. Dedoos can provide assistance in qualitative data analysis, and report and visualize tools.
6. Dscout:
The dscout platform helps in conducting remote and mobile ethnography studies. The researchers can get engaged with respondents through smartphones in their natural environments.
It can help in real-time data collection, and multimedia shared by the participants.
7. QuestionPro Communities:
It is a platform which helps in understanding and engaging the online communities. Here both quantitative and qualitative methods are facilitated. Its features are comprised of building and management of communities. Here surveys and discussions are conducted and has in-depth analysis and reporting.
8. NVivo:
This software is used for the purpose of qualitative data analysis. Its function is to analyse text, audio, video, and images. Hence a large amount of data is analysed efficiently.
9. Over the Shoulder (20|20):
The platform named Over the shoulder (20|20) performs the function of facilitating real-time remote ethnography. Here the observation of respondents’ behaviour and interactions are observed in natural settings.
10. QualSights
This platform is used for video observation, interviews, and focus groups. It is has flexible features. For example it can be to capture images and videos from any camera. Here the machine learning is used for transcribing the audio, generating the keywords and topics, and recognizing the objects and video scenes. Furthermore, this platform is used for remote consumer interaction.
11. Batterii:
It is a smartphone platform used for qualitative research. This platform is used for innovation, co-creation, and concept testing. The consumers use text, images, or videos to provide the responses.
12. CiviCom Thoughtlight:
This tool is used in mobiles having analysis qualities of data. With the help of this tool, the consumers become able to provide feedback through video, image, audio, and text. Where there is not connection available, then offline accessibility is also available. This tool is used with other qualitative research tools collectively. Furthermore, tools like video editing, translation, transcription are available here.
13. CrowLab:
This tool provides the options of qualitative and quantitative data analysis. The features of this tool include surveys, group discussions, one-to-ones and blind tasks.
Furthermore, this tool proposes the real time dashboards to manage live project along with the options of reporting with filters, tags, and export.
14. ContextMapp:
With the help of this app, the respondents can provide feedback, submit images, videos and quotes, and score concepts. Moreover, with the help of this free to use app, the project can be prepared in few minutes.
contextMapp provides the offer of dashboard for the purpose of analysis. The information can be easily shared with major stakeholders and colleagues. Furthermore, the researcher’s research design can be tested for free with actual respondents
15. Social media analytics tools:
The following Social media analytics tools are used.
i. Brandwatch:
This tool analyses along with monitoring the social media information which enables the researcher in understanding the trends, sentiments, and users’ behaviors.
ii. Sysomos:
Sysomos helps in providing the tools of social intelligence. They help in analysing the conversations on social media platforms.
iii. Crimson Hexagon:
The online conversations and sentiments are understood with the help of this tool.
16. Digital Archiving Platforms:
i. Webrecorder:
The webpages are collected and archived with the help of this tool. It is used for future analysis.
ii. Internet archive:
This tool helps the researcher to access the historical web content. Thus he or she is able to collect and store the pages.
17. Qualitative Data Analysis Tools:
i. MAXQDA:
This software is used for qualitative data analysis. Numerous kinds of data can be analysed with the help of it.
18. Online Surveys and Interviews:
i. Qualtrics:
With the help of this platform, the online surveys, and interviews can be conducted.
ii. Zoom or Microsoft Teams:
This tool is used to conduct online focus group discussion or interviews.
19. Virtual ethnography platforms:
i. AnthroVision:
This platform enables the researcher through observation and interaction with participants conduct the virtual ethnography in virtual spaces.
ii. Vircadia:
With the help of this platform, the researcher studies the communities online.
20. Network analysis tools:
i. Gephi:
This tool is used to visualize and analyse networks that can prove to be fruitful to understand the relationship and interaction in online communities.
ii. NodeXL:
This tool is specifically beneficial to study social media networks.
21. Text Analysis Tools:
i. AntConc:
This tool is used to analyse a huge text data.
ii. Voyant Tools:
With the help of these tools, the researchers explore as well as analyse the textual information, identify patterns, and trends.
22. Geospatial Analysis Tools:
i. GIS software:
Such softwares are used to analyse and visualize spatial information. It also includes location based behaviours and interactions.
23. Ethical Consideration Tools:
- EthicalGEO Toolkit:
This toolkit is used to provide resources as well as guidelines for ethical considerations in geospatial research.