PDF《精进网路研究方法∣∣ 网路民族志》

图书资讯学研究 2:2 (June 2008):1-15 精进网路研究方法OO 网路民族志 Advances in Internet Research Methods CCNetnography 陈志萍 Lola C.

P. Chen 元智大学资讯传播系助理教授 Assistant Professor Department of Information Communication Yuan Ze University 【摘要 Abstract】 「网路民族志」(Netnography)在西方学术被使用於网路 研究已有十几年的历史,相关研究显示,此方法允许研究者更 进一步捕捉复杂的网路文化与社会现象(Kozinets, 1998, 2001, 2002).就理论而言,当一位网路民族志的研究员既简单又轻 ,因为研究员只需要坐在电脑前下载、分析被研究者的网路 言论即可.然而,Reid(1995)批评,当研究员事后再分析网 路社群或讨论室里人与人之间的互动与言谈,已经失去民族志 (ethnography)研究的精髓.其中最被质疑的,包括研究员无 法确切查证网路被研究者的真实身份(如:性别、年龄、职业 等),及研究员无法即时深入与被研究者产生密切的互动,并 更进一步追查与议题相关的讯息.因此,Hine(2000)、Marvin (1995)和Paccagnella(1997)等多位学者大力提倡与强调,在网 路上必须使用有别於民族志的研究方法,以便克服研究者只是在 网路上当一位潜水夫的观察者而已.Kozinets (1998) 提出修正 「网路民族志」的新方向:即综合传统的民族志研究法(如:研 究员带著笔与纸,写下所观察与面对面访谈的资料)和新的线上 投稿日期:2007.11.8;

接受日期:2008.1.25

1 2 图书资讯学研究 2:2 (June 2008) 研究方法(如:研究员本身参与线上观察与讨论、e-mail访问、线 上即时访谈),进而成为一个适合的网路精进研究法.本文主要 针对近十几年被西方学术界推崇的精进网路研究方法―「网路 民族志」,作概念与发展脉络的介绍,进一步以笔者实际操作之 网路研究个案阐述经验,并提出反思与建议,期盼为台湾未来的 相关研究扩充研究面向. In Western academic field, Netnography has emerged as a methodology for the Internet within the past decade. It allows researchers to grasp the in-depth accounts of the complex phenomena of Internet cultural and social values (Kozinets, 1998, 2001, 2002). Netnography is also called virtual ethnography (Hine, 2000). Theoretically, as a netnographer sits at a desk in an office to download and analyze texts from the Internet, monitoring the behavior of online participants becomes easier. However, Reid (1995) argues that printouts from virtual community interactions lose their ethnographic meanings when read after the event. There are two main reasons to debate that (1) identities (e.g., gender, age or occupation, etc.) of online participants cannot be confirmed by researchers, and (2) researchers cannot immediately communicate or discuss with online participants about relevant issues. Hence, Hine (2000), Marvin (1995) and Paccagnella (1997) strongly promote and emphasize that studies on the Internet conduct different ethnographic methods to make a netnographer not to act a lurker online. Meanwhile, Kozinets (1998) suggests that Nethnography, which combines traditional ethnographic methods (e.g., traveling, paper-and-pencil notes and face-to-face interviews) with new online methods (e.g., participant-observations online, e-mail exchanges and online immediately interviews), is superior in utilizing Internet research. This article attempts to introduce the concept and development of Netnography, elucidate the author'

s practical Internet research experience and further provide reflections and suggestions, looking forward to seeing the other researchers to abound in this field. 关键字 Keywords 网路民族志;