How the Web and Mobile Brought the Masses Online
We are Always On. 📲 The rise of the Web and mobile technology dramatically transformed Internet accessibility, enabling billions worldwide to connect digitally for the first time.
Offline No Longer Exists. 🛜 As mobile networks expanded globally, online services became integrated into everyday life, from communication to commerce to education and work.
We Live Online. 💞 Together, the Web and mobile technology not only connected the masses but also created an unprecedented era of digital participation and cultures.
The Great Cultural Transformation ♻️ But how have our lives and cultures changed since the 1990s and even more so since the 2010s? And how can and do we want to be addressed today?
Nethnography: research in the New Digital World
Cultural Understanding ᳆ Nethnography is a qualitative research method that analyses digital communication traces to understand cultural experiences online.
Observation is More Realistic. 🔬 Nethnography is based on ethnographic principles, but adapts them to digital contexts and primarily uses observations rather than interviews.
Structured Process ⚙️ The research process takes place in phases such as immersion, interaction, observation and interpretation. Cultural understanding is super crucial.
High-quality insights 💡 The aim is to gain meaningful insights for research, marketing or social campaigns from authentic communication understanding symbolic language and values.
Nethnology: Ethnology in the Digital Age
Who are the Onliners? ᳆ Nethnology is the adaptation of traditional ethnological methods to study cultures and communities online, exploring how digital interactions shape human behavior.
Comparing Cultures 🧪 Compared to nethnography, the study of single groups through direct contact, nethnology takes the research of nethnographers to compare entire cultures.
Broader Insights 💡 Nethnology offers unique insights into globalized cultural phenomena, revealing how the digital world continually reshapes human interaction, identity, and community.
Understanding the Transformation ♻️ Nethnology explains the digital cultures that have emerged and continue to emerge in order to align communication, marketing and campaigns accordingly.