Netnography in System Sciences Research
Permanent URI for this collectionhttps://hdl.handle.net/10125/112453
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Item type: Item , Faith in the Feed: A Netnography of Delusional Consumption Ideology(2026-01-06) Gambetti, Rossella; Biraghi, Silvia; Beccanulli, AngelaThis paper adopts a consumer culture lens to investigate the Delulu phenomenon across social media platforms. Addressing the underexplored entanglement between delusional imaginaries and digital platforms, we conduct a netnography of Delulu content across TikTok, YouTube, Instagram, and Reddit. Drawing on Kozinets’ theorization of digital utopianism we analyze visual, discursive, and ritualized manifestations of delusional consumption. We unveil Delulu as a utopian apparatus of self-actualization, marketplace formation, and ritualized consumption fostering a delusional consumption ideology. This ideology frames fantasy and desires as actionable reality through aesthetic routines, witchcraft practices, marketized symbolism, and algorithmically-reinforced hope, blurring boundaries between aspiration and illusion. Conceptually, we advance the debate on consumption ideology for the digital age, by unpacking the notions of delusional consumption ideology and technosocial realities. Methodologically, we contribute by discussing how netnography foregrounds ideological entanglements that result from researchers’ immersive, reflexive engagements, thus highlighting netnography as a method for studying consumption ideologies.Item type: Item , If You Move to Our Country, Learn the Language! A Netnography Approach to Studying Language Ideologies in Finland(2026-01-06) Back, Hilla; Kriuchkov, Iaroslav; Back, PhilippIncreasing migration can be perceived as both a valued necessity and a threat to national values and norms. These oppositional views can be reflected in societal language ideologies, i.e. shared sets of beliefs about language(s) amongst particular social groups. Especially in non-Anglophone countries where the influx of migrants is marked by an uptake in the use of English as a common language, language ideologies may become polarized and nationalistic. In this study, we take a netnography approach to study language ideologies in the national context of Finland. By engaging in immersion across several online communities – including online comment sections of Finland’s largest broadsheet newspaper (Helsingin Sanomat), Discord, and Facebook – we detail how the affordances of digital technologies evoke and exacerbate language-based groupings, contributing to the polarization of language ideologies. In doing so, this study extends research on language ideologies and the role of ICT in socio-cultural polarization.Item type: Item , Introduction to the Minitrack on Netnography in System Sciences Research(2026-01-06) Kozinets, Robert; Bui, Tung; Gretzel, Ulrike