Transformative Netnography: Combining Representation, Social Media, and Participatory Action Research

Date
2024-01-03
Authors
Kozinets, Robert
Cavusoglu, Lena
Belk, Russell
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
2298
Ending Page
Alternative Title
Abstract
How can systems science researchers leverage qualitative social media research methods to address cultural and social issues in a way that involves participants and researchers working together? To address this question, this paper proposes transformative netnography, an adaptation of netnography that combines social media representational affordances with participatory action research techniques to offer unique communication benefits for transformational research. It examines some of the practical and theoretical underpinnings that have guided various forms of action research and links them to representational concerns and qualitative social media research. The paper proceeds to present a detailed example of transformative netnography that pioneers the use of social media’s accessibility, organizational, and consciousness-raising affordances, combining them with collaborative ethnography to create a novel and digitally enabled form of representative advocacy research. The paper concludes with some implications for further transformative research using social media affordances and the ongoing development of transformative netnography.
Description
Keywords
Applying Netnographic Research in the System Sciences Context—Insights, Illustrations, and Intersections, action research, ethnography, netnography, representation, social media
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 57th Hawaii International Conference on System Sciences
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.