Netnocamp/english

Klaus M. Janowitz mail@klaus-janowitz.de

Cultures &
Communities online

1
Donnerstag, 9. Dezember 2010

Social Media...

have prevailed in the Internet
and are used by a major part of
society

blur the frontiers between
producers and consumers of
content

enable people to make contacts
and socialize over distances

enable companies and
organisations for direct contact
to customers and target groups

NetnoCamp Cologne 17.09.2010 2 Klaus M.Janowitz mail@klaus-janowitz.de

Social Media...

boost „word of mouth“
or „word of mouse“

are a nearly unfailing source
for market- and social
research

opinions und sentiments
spread fast;
ratings and references have
a growing impact on (buying)
decisions

companies are interested in
the remarks made about
themselves and their brands


Social Media Monitoring
or Web-Monitoring

web-monitoring (social media monitoring) means the software based analysis of public
communication in the internet, mostly applied for products and brands
monitoring provides information on key platforms, major sources, discussion topics, sentiments
etc.
software based sentiment analysis could not convince yet

error sources: ambiguous items, irony, abbreviations, context depending signiﬁcance, software
not really adapted for different languages etc.


Monitoring-Software - free or to pay for


Netnography
Transmission of ethnographic methods to
online communities and cultures
Internet creates new social environments, regardless
of physical proximity: translocal communities

Field:
Online cultures
Online communities
Clusters of Afﬁliation

Author:
Robert V. Kozinets (cultural anthropologist and marketer)
Brandthroposophy: A Marketing, Social Media, and Research Blog

Several approaches of online ethnographies evolved independently
Netnographie claims setting methodical standards for social
sciences and marketing
Virtual ethnography (Christine Hine)
Webnographie (Anjali Puri - 2007; Strübing - 2006 - not continued)


Methods
Netnography...
method mix:
hermeneutic Interpretation and
analysis of data
participant observation,
surveys, interviews, document analysis
(text, pictures, sound, video),
use of monitoring-software for detecting
relevant sources

suits for several kind of studies:
research in online communities
research in online and offline existing
communities
for explorative studies
research in social media

research topic maybe a specific online-culture
or community (such as Star Trek) or a selective
theme (such as coffee culture)

there are several specifications and adaptations
such as social media netnography


Fan - Communities

netnographic
ﬁeld researches began with
(media-) fan cultures

Star-Trek community (1996)
X-Philes' subculture of
consumption (1997)
soap-opera fans (2000)

fan cultures as prototypes of
posttraditional socialization
and avantgarde of a new
network economy

(compare.: C. Wenger 2006)


e-Tribes
M. Maffesoli: les temps des tribus
(1988)
(postmodern) tribes: networks of
people, who are linked by a common
passion :
online-gamer, fashion victims, theme
based political groups
consumer tribes

the internet is both:
the technical infrastructure to serve
those different cultures, backgrounds,
etc.,

in the same way an own environment,
whose speciﬁc conditions lead to new
forms of deterritorial communities and
network-based sociality.


Community constituting
via consum:
Brand Communities/
Consumer Tribes

Brands act as a medium, a
style, in which a common life-
and workstyle is synced

Brand Communities become
Consumer Tribes:
Communities with an own
aesthetic and own loyalties


Research Process

data analysis and iterative
community interpretation offindings
identification and
selection CAQDAS-Software may be used (NVivo,
Max QDA, AtlasTi)

definition of research
questions, social sites or community participant write, present and report
topic to investigate observation research findings and/or
(engagement, immersion, data policy implications
collection: and data
collection (with regard on
ethics: informed consent)

(Kozinets, 2010 S. 61)


CAQDAS - Software
structures data in qualitative research as transcription analysis, coding and text interpretation,
content analysis, discourse analysis, grounded theory methodology etc.


The Roots: Ethnography - Genesis of a Method

Ethnographic methods
descend from cultural anthropologic
ﬁeld research
(Malinowski, Mead)

generally within the natural setting
of a social group

„The ethnographer participates, overtly or covertly,
in people’s daily lives for an extended period of
time, watching what happens, listening to what is
said, asking questions in fact collecting whatever
data are available to throw light on the issues with
which he or she is concerned.” (Atkinson &
Hammersley 1983)


In Sociology
research in subcultures or sub-systems
within the own society
ethnography gives a deep insight in
everyday life and lifestyle - with all strategies
of survival, symbols and rituals

Ethnography of scenes (R. Hitzler):
participation in the social ﬁeld -
into linguistical and habitual customs and
patterns; narrative interviews

Steps ( R. Girtler):
scheduling
pre-understanding
collection of material (ﬁeldnotes)
participant observation
other sources
interpretation
presentation ot the results


ethnographic methods in
Market Research:
how people use brands,
products or services in
their natural environments

hidden needs und desires
should be discovered


Consuments form new cultures of
consumption, which require
considerable expertise

Consumer Insights are based on
unbiased consumer statements
within the natural setting.
Motivations, attitudes, experiences
and needs become deﬁnite


Perspectives -
examples of research fields
e.g.: strategies of debt management
Fashion-Communities, translocal work
or:
cultural impact of Online-Communities in Saudi-Arabia

An essential part of modern social life happens in the
web. Social- and market research can not neglect this
living environment. Netnography defines tools for
research.

Differences to Web-Monitoring
Web monitoring captures systematically and software-
based the public communication in the Internet about
specific terms and topics - mostly quantitative
Netnography is a mostly qualitative research process,
which integrates different tools - and monitoring-
software provides valuable service

Differences to Market Research Online
Communities
Netnography occurs in the natural setting, MROCs are
a managed environment for use in market research


Market Research Online Communities (MROC)

Market research-driven online
communities: The Internet serves as a
media tool of the collection, not as a social
space to be explored

- private communities for speciﬁc clients
- panel communities

no „natural setting“
activity and engagement are highly
dependent on binding to a particular
company or incentivation


Ethics

Basic Questions:
Are online-communities public or private spaces?
How does the researcher gains informed consent?

content accessible without limitation may be
considered as public

1) The researcher should fully disclose his or her presence, afﬁliations, and intentions to online
community members during any research

2) The researchers should ensure conﬁdentiality and anonymity to informants

(3) The researcher should seek and incorporate feedback from members of the online community being
researched

(4) The researcher should take a cautious position on the private-versus-public medium issue.

Kozinets. 2002, S. 65


Thanks for your attention
Klaus Janowitz M.A., Kuenstr. 43 , 50733 Köln, Tel. : 0221-9927676 mail@klaus-janowitz.de
http://www.klaus-janowitz.de

20

Quellenangaben:
Bilder:
Start Slide: Screenshot Touch-Graph Darstellung zum Netnocamp
S. 2: http://www.google.de/imgres?imgurl=http://www.searchenginepeople.com/blog/wp-content/uploads/2007/11/social-media-landscape.png
S. 5: Logos von Anbietern von Monitoring-Software
S. 6: twittpic von Clive Lavery, Köln
S. 8: http://images.businessweek.com/ss/06/05/ethnography/source/1.html
S. 8: http://www.dailybrilliance.com/steve-jobs-and-apple-are-turning-customers-into-fans/
S. 9: photos.techfieber.de/ wp-content/uploads/2010
www.photocase.de: S. 4,7, 16, 17 (leere Taschen), 19, 20
S. 12: http://caqdas.soc.surrey.ac.uk/choosing.jpg http://www.stanford.edu/group/ccr/blog/stanford_tourism/ (S. 8)
S. 11: eigene Bearbeitung
S. 16: (Fahrräder) Marc Wansky: www.wansky.de
S. 18 oben: Globalpark - pdf zu Customer Feedback Communities

Literatur:
Atkinson Paul & Hammersley, Martyn: Ethnography: Principles in practice. ISBN:978-0-415-39605-9,278S. 1. Auflage New York 1983

Brauckmann, Patrick (Hrsg.): Web-Monitoring. Gewinnung und Analyse von Daten über das Kommunikationsverhalten im Internet.
Konstanz 2010, 412 S.

Cova, Bernard; Kozinets, Robert V.; Shankar, Avi (Hrsg.): „Consumer Tribes“, Butterworth Heinemann,
Oxford und Burlington MA 2007, 339 S.
Janowitz, Klaus. M. : Netnographie, http://www.ssoar.info/ssoar/files/2009/663/netnographie.pdf 2008
Kozinets, Robert V.: Netnography. Doing Ethnographic Research Online. Sage Publications Ltd 2010, 232 S., ISBN: 184860645

Kozinets, Robert V.: The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of
marketing research. vol. 39, 2002, No. 1, pp. 61-72

Verhaeghe, Annelies (InSites Consulting, Gent): Getting answers without asking question. White paper
Wenger, Christian: Gemeinschaft und Identität in Medienfankulturen – Fankulturen als Prototypen
posttraditionaler Vergemeinschaftung und Vorreiter der neuen Netzwerkökonomie? 2006 (Broschiert)


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