Participant observation is the main way to conduct netnographic research during fieldwork. As mentioned in 1.1.6, netnographic fieldwork generates three main types of material: archive material (through unobtrusive investigative data-collection operations), elicited material (through interactive data-collection operations), and field notes (see also section 3.1.9). We will now focus on these different types of material and data-collection procedures, and you will be introduced to the spectrum of observation and participation that netnographers need to consider and negotiate.

Observation

Passive non-participatory approaches that employ investigative data-collection operations produce archive material from online social interactions (Kozinets, 2020). These approaches are suitable when doing consociality-based Netnography. Click through the dialogue cards below to learn more about the different steps of investigating through unobtrusive observations.



The steps of the investigative procedures describe an iterative process where steps may be repeated and adapted according to your research project. For example, during scouting, you develop a deeper cultural understanding as you engage with your data sites emotionally and intellectually. As you record your scouting experience in your fieldnotes (see also 3.1.9), you may find that your search terms can be refined and perhaps even that your initial research interest is slightly shifted.

In some situations, you already have a sense of a community or contextual fellowship you want to research. Then these investigative procedures can help you refine your understanding of the field and perhaps add new ‘data sites’ of interest. If you do not have a clear sense of the field yet, these investigative steps will help you move forward from initial research interest into empirical data collection and refining your research questions.

Participation

Active, participative approaches that employ interactive data-collection operations generate elicited data that is co-produced by interactions between the researcher and someone (or something) located in the field of study (Kozinets, 2020). These approaches are suitable when doing community-based Netnography. Active, interactive approaches include interactions, or involvements, in the field site and interviews (see also 3.1.10) or some blended operations combining naturalistic and structured procedures (such as digital diaries). When the researcher interacts with the field in a naturalistic manner, this can be done by asking questions to participants in comments or posts. (This can also be used to arrange for interviews.)

Important to remember when you get involved in interactions with participants is to disclose who you are and your purpose (see also Unit II). Also, remember that you, as a researcher, when entering a field site and disclosing your identity and purpose, transform this (digital) site of social interactions to a site that is also your workplace and where the participants become subjects of research. Kozinets (2020) advises caution against naturalistic involvements. Interactions such as posting questions or starting deeper discussions with participants are best suited for community-based Netnography, where you, as a researcher, spend significant time in the field and where communal ties and practices exist. Such immersive, long-term strategies require time and commitment from you as a researcher as well as an existing communal social media setting. In many cases, the shorter-term procedure of interviewing might be more suitable and efficient. 

On the following pages, you will learn more about how you can work with field notes to produce netnographic material and how to conduct interviews.

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References

• Kozinets, R.V. (2020). Netnography: The essential guide to qualitative social media research (3 ed.). Thousand Oaks, CA: Sage Publications. Chapters 8 & 9