Digital ethnography

Georgios Chatzichristos

Chapter 7 in Elgar Concise Encyclopedia of Research Methods in the Social Sciences, 2026, pp 50-55 from Edward Elgar Publishing

Abstract: The field of digital ethnography has seen significant growth, building on early investigations into online participation dating back to the era of Web 1.0. As new technologies emerge, diverse terms such as cyberethnography, virtual ethnography, and netnography have been coined to describe various approaches to studying online engagement. Despite these variations, the core principle of ethnography remains adapting research methods to specific contexts. This chapter adopts the term digital ethnography to encompass these approaches. The evolution of digital technologies has challenged traditional notions of research sites, blurring boundaries between public and private spaces. This shift necessitates a reconsideration of ethical frameworks, particularly concerning informed consent within digital spaces. Researchers must navigate complex ethical dilemmas, such as ensuring ongoing consent and negotiating participant roles in the ever-evolving digital realm. The current chapter delves into the reconceptualisation of space and the ethical dilemmas that emerge within the digital realm. The chapter concludes that the success of digital ethnography relies on its ability to adapt, engage in open dialogue, and maintain ethical integrity in the face of evolving digital landscapes.

Keywords: Digital Ethnography; Digital Space; Qualitative Research; Response-ability; Research Ethics (search for similar items in EconPapers)
Date: 2026
ISBN: 9781803921297
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