Qualitative data analysis : an introduction Chapter 12. Cyberethnography Carol Grbich

Cyberethnography When to use: when Internet interaction is to be examined Types of research question best suited: What are the forms of content, interaction and communication at a particular site or sites? How do individuals respond to particular issues? How do people construct, present and negotiate themselves in online forums? Strengths: collects ‘real’ data as it occurs with minimal influence from the researcher. Weaknesses: ethical issues. Superficial data follow up is difficult

Cyber ethnography Theoretical issues: Real v. virtual? Cyborgs? Herotropias? Libraries-with-people?

Purpose To identify and document virtual cultures To see if these cultures are bounded and online only To discover the forms of communication that occur, What? How? and how often? and what about? To find out what holds this culture together? To identity and describe its functioning.

Process Access – how and as what? Role – member/avatar or lurker? Observation/observation & participation? Time in the field? What level of control, involvement/participation do members have in the research (decisions to enter, use of content, access to final outcome?

Questions to pursue How do people construct and present themselves on a particular site? How do people engage with each other? How do they negotiate what it means to be part of the site? How do they engage with new media? How are meanings and accounts framed, shared and monitored? How do they transcend positions limited by Internet media framing? How do they extend the boundaries between on and off line encounters?

Controversial issues How important are partial truths, any betrayals and exposure of bias of the researcher? What or who constitutes an online community? how this is decided and who has control of the group? Is a forum list a public or private space? What is the status of intellectual property in these situations? How long should a vote to prevent researchers entering and taking data from a site, last? What is to be the status of participants – texts or informants?

Data analysis Thematic Coded Edited narratives Identified discourses

Ethical issues Should the ethical standards that apply to off line research also apply to on line research? Are public sites public and private sites private? permission to use content may be difficult to obtain from all participants Permissions may require several levels of agreement e.g.. teenagers, guardians, the forum in general and the administrator. Are conversations on online sites public or private? Do pseudonyms and non identification of sites plus no verbatim quotes protect participant privacy ?

Data quality Rhizomatic boundaries of the online field are difficult to define Access may be limited on both private and public sites leading to thin data Authoritative findings are difficult to gain when there is no follow up Existing member/researchers may be seen as betraying the group leading to restricted data being displayed Offline data may be desirable to supplement online information but may not be available

e - research Constructed sites need setting up for privacy and monitored Written consent may be inaccessible other methods need to be developed Interaction among unknowns may not occur Advantages: inexpensive, easily modified anonymous