1.
 
Galit Nimrod, Ben-Gurion University of the Negev, Israel

2.
 Short explanation of the method
 Demonstration

3.
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)

4.
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)

5.
 It is mostly based on published texts
 It
observes behaviors of particular people,
but the individuals remain unobservable
 It often relies on archives
 Itexamines private interactions
that take place in a public space

6.
 may choose participative approach, which is closer
to traditional ethnographic standards
 may choose to be a „lurker‟

7.
(a) Entrée
(b) Data collection
(c) Analysis and interpretation
(Kozinets, 2002; Langer & Beckman; 2005)

8.
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)

9.
Nimrod, G. (2011).
The fun culture in seniors' online
communities.
The Gerontologist, 51(2), 226-237.

10.
The most discussed subjects in the communities (Nimrod, 2010)
'Fun on line'
Retirement
Family
Health
Work & Studies
Leisure
Finances
Religion & Spirituality
Technology
Aging
Civic & Social issues
Shopping
Travel # of posts
0
20000
40000
60000
80000
100000
120000
140000

11.
Research question:
What are the characteristics of the fun culture
in seniors‟ online communities?

12.
 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

13.
 Saturation after analyzing six communities
 Total = about 50,000 posts

14.
The communities examined in this study
Community name Address Community Center
type
50 plus http://discuss.50plus.com Forum Canada
Cool Grandma www.coolgrandma.com Forum+Chat USA
Early Retirement Forum www.early-retirement.org Forum USA
IDF 50 www.idf50.co.uk Forum UK
The Little-Brown-Jug Forum www.little-brown-jug.com Forum USA
The Over 50 Golden Group http://theover50goldengroup. Forum USA
net

15.
 Sections dedicated to “fun”
(e.g., “ Games,” “Quizzes,” “Jokes,” “Humor”)
Justifications:
 theoretical - the essence of the fun culture
 practical - saving effort

16.
Cross case analysis & constant comparison strategies
(Charmaz, 2006; Strauss & Corbin, 1998)
 Parallelopen 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

17.
1. Sex Games:
2. Gender differences 1. Cognitive
3. Aging 2. Associative
4. Grandparenting Subjects Types 3. Creative
5. Faith
6. Politics Jokes, funny
7. Alcohol Contents stories & videos
Actors Selective timing
Interpersonal Participatory
Norms Expressive style
Dynamics Behaviors
Relationships Personalization

18.
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