People’s activities on the Internet are becoming digitized, and substantive
analysis methodologies such as quantitative content analysis and network analysis
are developing rapidly. Meanwhile, they cultural anthropology is methodologically
characterized as essentially qualitative, with ethnography at their core.
How can cultural anthropology approach our online activities and our lives in
general with the Internet as a component through the method of ethnography?
It is necessary to fundamentally revisit the conventional methodology built on
the premise of the analog age with regard to ethnography in the context of the
Accordingly, cultural anthropologists who are interested in Internet studies
and communications researchers who engage in an ethnographic approach have
accumulated diverse developments in methodological discussions surrounding
online ethnography, virtual ethnography, digital anthropology, and so on.
Based on the author’s awareness of these issues and the developments in
scientific discussions, has been proposed hybrid ethnography. The aim of this
paper is to clarify the methodological subject of media studies pertaining to the
digital network age based on the research the author conducted in online public
opinion as part of the larger framework of the changes in ethnographical
approaches, while attempting to propose concrete arguments on the methodology
of hybrid ethnography by presenting research examples that include the
elements of: 1. quantitative content analysis, 2. data structure analysis（ various
methods of multivariate analysis）, and 3.（ social） network analysis.