3.5.2.1Ethnography on the Internet
Netnography was introduced as a methodology in the 1990s. The term "Netnography" can be sometimes be confused with the term "digital ethnography". Digital ethnography deals with the use of all kinds of new technologies (refer to next section: Use of Images, Technology in Ethnography), not necessarily the Internet (E.g. digital videos, images, etc.). On the other hand, netnography is a seen to be a multi-method approach but developed as a distinct method with specific steps and procedural guidelines specifically for the study of Internet communities (Kozinets 1998, 2001, 2002, 2010). Netnography is defined as “interpretive method devised specifically to investigate the consumer behaviour of cultures and communities present on the Internet” (Kozinets 1998) (pg.366).
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Netnography is proven to be useful in three general types of studies: i) methodology to study cyber cultures and virtual communities ii) methodological tool to study derived cyber cultures and virtual communities and iii) as an exploratory tool to study general topics (Kozinets 1998). Netnographers are generally interested in the production of online communities and cultures, with the primary focus of how identities are created and expressed through social interaction and learning processes (Bardzell & Odom 2008; Campbell 2006; Correll 1995;
Gatson & Zweerink 2004; Kozinets, Robert 2001; McLelland 2002; Nelson & Otnes 2005)
3.5.2.2 Private Social Networks - Yammer
The use of Netnography as a methodological method would serve to be appropriate for identity construction within the virtual space of the Hive. Research has shown that the use of social networking sites does play a huge part in nurturing organizational relationships (Anderson & Mohan 2011; Marwick 2005). There are companies who offer private social networks especially for organizational usage. These private social networks offer organizations the opportunity to adopt the basic structure of Facebook such as information sharing, interactive discussions, etc. without any form of distraction (e.g. online games provided by Facebook).
Yammer (http://www.yammer.com), a company that was founded in 2008, offers private social network services within an organization. Built from Facebook’s DNA, Yammer allows organizations to personally customize the type of network landscape catered specially for their organization using the basic structure adopted by Facebook. It allows the organization to: enhance conversations and discussions held by employees, facilitate content collaboration, connect and collaborate with external partners and clients all with a single platform. By doing so, it enables privacy within the organization.
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The use of photography and videography in ethnographic research has been long debated on whether it is ethnographic by nature. According to Pink (2001), she claims that the
‘ethnographicness’ of photography is determined by discourse and content of the image taken. She mentions that any photograph may have ethnographic interest, significance or meanings at a particular time or for a specific reason (Pink 2001). In addition, research by Edwards (1992) has stated that the use of anthropological images is subjective towards an anthropologist viewpoint where he/she is able to gather ‘useful and meaningful visual information’ (Edwards, E 1992). He mentions that, “the defining essence of an anthropological photograph is not the subject-matter as such, but the consumers’
classification of that knowledge or reality, which the photograph appears to convey (pg.
13).”
In Pink’s (2001) book, Visual Ethnography, she employed the use of photography when researching Spanish bull fighting. The photographs narrate the process in which a female bullfighter has to undertake during a bullfight. They demonstrate the different scenarios in which the bullfighter has to perform during the entire show segment (e.g. the toss of her hat over her head to signify she was dedicating her bull to the audience, the wave of her red muleta, catching the bull horns with her bare hands, killing the bull, etc.) She mentions that during interviews, bull fighting supporters (aficionados) see the process as a performance where the slaying of the bull would determine the performance skills and achievements of the bullfighter. On the other hand, a couple of viewers in the UK expressed a different meaning from the images, citing them as a narrative towards animal rights and cruelty. The above example seeks to determine the subjective nature of the photographs based on the viewer’s own cultural and experienced-based knowing and moral values that give meaning to the images.
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In summary, the use of pictures and technology during an ethnographic study enables the researcher to further explore the boundaries of the “meaning of” (e.g. environment, symbolic objects, conversation, interaction, etc.). Pink’s experiences in the bullfighting arena opened the use of photography and technology as a subjective one which can be employed during the use of ethnographic study such as the use of images during conversation with participants.
In this research, there is a mixture of illustrations taken from the Hive’s website as well as photographs that I have taken with my smartphone while at the Hive to give readers a peek into the coworking world. As Pink (2001) mentions, we understand the meaning behind these scenarios that have happened before, through evoking emotions and thoughts through these images. The reason for these photos is to give a visual understanding of what it is like to be a coworker within the Hive.
3.5.2.4 Data Collection
Residing within the guidelines and techniques of traditional ethnography, the data collected from Netnographic research would be mainly textual consisting of downloaded files of postings, transcripts of conversations via Yammer and picture files/digital media (Beckmann 2005; Kozinets 1998; Kozinets, Rovert 2002). It will thus be part of the observational process, whilst following the selected participant online.