Using netnography for studying "pure" cyber-cultures

Galit Nimrod, Ben-Gurion University of the Negev, Israel

Short explanation of the method

Demonstration

Netnography (online ethnography) is

a “qualitative research methodology

that adapts ethnographic research techniques

to study cultures and communities

that are emerging through

computer-mediated communications” (Kozinets, 2002, p. 65)

It is based on observations

of technologically mediated interactions

in 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)

It is mostly based on published texts

It observes behaviors of particular people,

but the individuals remain unobservable

It often relies on archives

It examines private interactions

that take place in a public space

may choose participative approach, which is closer

to traditional ethnographic standards

may choose to be a „lurker‟

(a) Entrée

(b) Data collection

(c) Analysis and interpretation

(Kozinets, 2002; Langer & Beckman; 2005)

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 topics

Kozinets (1998)

Nimrod, G. (2011).

The fun culture in seniors' online

communities.

The Gerontologist, 51(2), 226-237.

The most discussed subjects in the communities (Nimrod, 2010)

0 20000

40000

60000

80000

100000

120000

140000

Travel

Shopping

Civic & Social issues

Aging

Technology

Religion & Spirituality

Finances

Leisure

Work & Studies

Health

Family

Retirement

'Fun on line'

# of posts

Research question:

What are the characteristics of the fun culture

in seniors‟ online communities?

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

Saturation after analyzing six communities

Total = about 50,000 posts

Center Community

type

Address Community name

Canada Forum http://discuss.50plus.com 50 plus

USA Forum+Chat www.coolgrandma.com Cool Grandma

USA Forum www.early-retirement.org Early Retirement Forum

UK Forum www.idf50.co.uk IDF 50

USA Forum www.little-brown-jug.com The Little-Brown-Jug Forum

USA Forum http://theover50goldengroup.

net

The Over 50 Golden Group

The communities examined in this study

Sections dedicated to “fun”

(e.g., “ Games,” “Quizzes,” “Jokes,” “Humor”)

Justifications:

theoretical - the essence of the fun culture

practical - saving effort

Cross case analysis & constant comparison strategies (Charmaz, 2006; Strauss & Corbin, 1998)

Parallel open 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

Contents

Participatory Behaviors

Interpersonal Dynamics

Types Subjects

Games:

1. Cognitive

2. Associative

3. Creative

Jokes, funny

stories & videos

1. Sex

2. Gender differences

3. Aging

4. Grandparenting

5. Faith

6. Politics

7. Alcohol

Selective timing

Expressive style

Personalization

Actors

Norms

Relationships