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

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dc.contributor.authorKozinets, Robert
dc.contributor.authorCavusoglu, Lena
dc.contributor.authorBelk, Russell
dc.date.accessioned2023-12-26T18:38:22Z
dc.date.available2023-12-26T18:38:22Z
dc.date.issued2024-01-03
dc.identifier.doi10.24251/HICSS.2023.284
dc.identifier.isbn978-0-9981331-7-1
dc.identifier.othercc24ec49-2875-4bf9-aafa-9d2ec26278b0
dc.identifier.urihttps://hdl.handle.net/10125/106663
dc.language.isoeng
dc.relation.ispartofProceedings of the 57th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectApplying Netnographic Research in the System Sciences Context—Insights, Illustrations, and Intersections
dc.subjectaction research
dc.subjectethnography
dc.subjectnetnography
dc.subjectrepresentation
dc.subjectsocial media
dc.titleTransformative Netnography: Combining Representation, Social Media, and Participatory Action Research
dc.typeConference Paper
dc.type.dcmiText
dcterms.abstractHow 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.
dcterms.extent10 pages
prism.startingpage2298

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Applying Netnographic Research in the System Sciences Context-Insights, Illustrations, and Intersections