Netnography in evaluation · 2019-12-19 · As the world we live in changes, data sources and tools...
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Netnography in evaluation Agnieszka Szczurek, Centre for Evaluation
Transcript of Netnography in evaluation · 2019-12-19 · As the world we live in changes, data sources and tools...
Netnography in evaluation
Agnieszka Szczurek, Centre for Evaluation
https://commons.wikimedia.org/wiki/File:W_Malinowski_Trobriand_Isles_1918.jpg
Natural environment of subjects
Longparticipatoryobservation
In-depthinterviews
Reflectiveresearcher
Ethnography
4.5 billion people on the web30.06.2019, https://www.internetworldstats.com/europa2.htm
„The Internet” source: forbes.com
As the world we live in changes, data sources and tools used by social
researchers change.Robert Kozinets
If researchers want to understand the lives of the
respondents, they must follow their activities, also in
virtual space.Christine Hine
The vast majority of Internet users are involved in some form of online social life, even if it’s just passive reading of
comments.Dariusz Jemielniak
Netnography studies online groups and discussions in various forms.
Where are we looking for data?What we analyze?
context
themes
topic’s popularity
individual stories
behaviour
emotions
# hashtags
what is not there
WIKI notesdownloadeddocuments
(files)
blogs posts
audio and video recordings
fragments of online
conversations
email correspondence
photos
ENTREE:
• formulating research questions and identifying the research area
DATA COLLECTION:
• data copying and group observation
ANALYSIS AND INTERPRETATION:
• Classification, coding, conceptualization
+ triangulation
Netnography stages
Participatory budget evaluation (3rd edition, 2016)
Content analysis of Facebook page:Participatory budget in Warsaw
37%
22%
17%
10%
5%
2%
8%
Reporting a problem
Current information
Project promotion
Sharing experience
Implementation of the project from the…
Fixing a problem
Other
Posts' categories (N=60)
Analysis of the frequency of categories of posts and community responses (emoticons and comments)
37%
22%
17%
10%
5%
2%
8%
Reporting a problem
Current information
Project promotion
Sharing experience
Implementation of the project…
Fixing a problem
Other
Posts' categories (N=60)
40%
24%
9%
11%
5%
2%
9%
Reporting a problem
Current information
Project promotion
Sharing experience
Implementation of the projectfrom the previous edition
Fixing a problem
Other
Posts' categories – popularity (N=55)
Content analysis of comments
3
3
5
6
2
2
3
1
8
3
2
2
1
2
1
17
2
2
No comments
Substantive discussion
No comments
Substantive discussion
New threads outside of the main post
Emotions
Substantive discussion
No comments
No comments
Emotions
Substantive discussion
No comments
Substantive discussion
No comments
Emotions
Substantive discussion
New threads outside of the main post
Confirming
Shar
ing
exp
eri
ence
Cu
rren
tin
form
ati
on
Oth
er
Fixi
ng a pro ble m
Pro
ject
pro
mo
tio
n
Imp
lem
enta
tio
n o
fth
ep
roje
ct
fro
mth
ep
revi
ou
sed
itio
nR
epo
rtin
g a
pro
ble
m
Character of comments in posts’ categories (N=60)
Warsaw volunteers program evaluation (2018)
Website visibility analysis www.ochotnicy.waw.pl
Statistics analysis - portal popularity
1,2 1,4
6,28,3
5,9 5,8 5,6 7,29,0
77,4
51,2
26,8
10,68,0
41,8
19,9
30,1
15,3
10,1 9,011,6 12,1
sty lut mar kwi maj cze lip sie wrz paź lis gru sty lut mar kwi maj cze lip sie wrz paź
2017 2018
Number of sessions (in thousands)
Facebook statistics analysis
17 17 18 22 1834
5569 74
145
182
327
186
227241
I II III IV I II III IV I II III IV I II III
2015 2016 2017 2018
Number of published posts by quarter
708
904
1 051
710
361
372
Link
Zdjęcie
Film
Udostępniony film
Status
Inne
Average post reach by type
Spatial analysis
Data on projectsimplemented in Warsaw
Spatial analysis
Accessibility to cultureindicator
Netnography challenges
Research field
Interaction researcher-respondents
Creativity vs researchers’ discipliny
Virtual behaviours are not always identicalto offline behaviours and attitudes
New ethical problems
What data can be used?
Hide or not?
Passive or active participationof researcher?
References
R. V. Kozinets, Netnografia. Badania etnograficzne online, PWN, Warszawa 2012
D. Jemielniak, Netnografia, czyli etnografia wirtualna – nowa forma badań etnograficznych, w: Prakseologia nr 154/2013https://www.academia.edu/4933672/Netnografia_czyli_etnografia_wirtualna_nowa_forma_bada%C5%84_etnograficznych (data: 26.11.2019)
P. Cichocki, T. Jędrkiewicz, R. Zydel, Etnografia wirtualna, w: Badania jakościowe. Metody i narzędzia, red. D. Jemielniak, PWN, Warszawa 2012, s. 203 – 231
K. Jurek, Badania społeczne w internecie. Wirtualna etnografia w teorii i w praktyce, w: Nauka i Szkolnictwo Wyższe 1/41/2013 ISSN 1231-01-98, materiał dostępny na licencji Creative Commons Uznanie Autorstwa 3.0
