Cultural Cartography: Pathways to Enhance Netnographic Integration

Abstract

This research introduces cultural cartography as an innovative methodological approach integrating ontological foundations with reflective praxis to deepen digital discourse analysis. Using the 2022 Rogers Communications internet outage in Canada as a case study, we demonstrate the process of effective map-making and apply Narrative Mosaic Analysis (NMA) to examine how social media users expressed their frustrations, humour, and calls for accountability during the crisis. By mapping and analyzing textual and symbolic elements like emojis, memes, and hashtags, this approach uncovers how communities construct and communicate their shared experiences online. Cultural cartography advances netnographic research by offering a robust framework for integrating the nuanced dynamics of digital discourse, enabling a more comprehensive interpretation of how cultural realities are articulated and shared within digital environments. This methodological innovation provides a new lens for exploring the symbolic richness of online interactions and the narratives they create.