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  • 木村 忠正
    マス・コミュニケーション研究
    2018年 93 巻 43-60
    発行日: 2018/07/31
    公開日: 2018/10/13
    ジャーナル フリー

     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

    cyberspace field.

      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.

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