Research Methods in Intercultural Communication 2015
DOI: 10.1002/9781119166283.ch17
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Virtual Ethnography

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Cited by 13 publications
(6 citation statements)
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“…Virtual ethnography was chosen because it enabled a rich description of the phenomenon being studied in a virtual setting. 6 Methodologically, it is recommended that ethnographers must get familiar with their study setting before the actual ethnographic data collection. The rationale is that we cannot build relationships over a short time and assume that people will be comfortable with being observed without this preliminary field exploration.…”
Section: Methodology and Study Designmentioning
confidence: 99%
“…Virtual ethnography was chosen because it enabled a rich description of the phenomenon being studied in a virtual setting. 6 Methodologically, it is recommended that ethnographers must get familiar with their study setting before the actual ethnographic data collection. The rationale is that we cannot build relationships over a short time and assume that people will be comfortable with being observed without this preliminary field exploration.…”
Section: Methodology and Study Designmentioning
confidence: 99%
“…Due to the Covid-19 pandemic, this research employed virtual approach to accommodate the needs to keep physical distance. Online data collection or virtual research has begun since the rise of netnography research at the digital era (Kulavuz-Onal, 2015;Morais et al, 2020) and other virtual research in the context of increased activities mediated by digital platform (Lenihan & Kelly-Holmes, 2015;Taguchi, 2021;Tao et al, 2017). However, the physical distancing requirements during the pandemic has heightened the need to use virtual data collection to ensure the continuation of the research while keeping both participants and researchers safe (Roberts et al, 2021).…”
Section: Methodsmentioning
confidence: 99%
“…Virtual ethnography encompasses all of the main principles of ethnography to study online spaces, as a way of describing and observing cultures through an online context. [9][10][11][12] In virtual ethnography, the focus is on exploring shared meanings from a cultural lens, where the researchers conducting the ethnographic work use the same framework that is used when a culture is studied during a traditional ethnography. 13,14 This study design was guided by an online collaborative learning theory (OCL).…”
Section: Methodsmentioning
confidence: 99%