Location
Hilton Hawaiian Village, Honolulu, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2024 12:00 AM
End Date
6-1-2024 12:00 AM
Description
How can systems science researchers leverage qualitative social media research methods to address cultural and social issues in a way that involves participants and researchers working together? To address this question, this paper proposes transformative netnography, an adaptation of netnography that combines social media representational affordances with participatory action research techniques to offer unique communication benefits for transformational research. It examines some of the practical and theoretical underpinnings that have guided various forms of action research and links them to representational concerns and qualitative social media research. The paper proceeds to present a detailed example of transformative netnography that pioneers the use of social media’s accessibility, organizational, and consciousness-raising affordances, combining them with collaborative ethnography to create a novel and digitally enabled form of representative advocacy research. The paper concludes with some implications for further transformative research using social media affordances and the ongoing development of transformative netnography.
Recommended Citation
Kozinets, Robert; Cavusoglu, Lena; and Belk, Russell, "Transformative Netnography: Combining Representation, Social Media, and Participatory Action Research" (2024). Hawaii International Conference on System Sciences 2024 (HICSS-57). 4.
https://aisel.aisnet.org/hicss-57/dsm/netnography/4
Transformative Netnography: Combining Representation, Social Media, and Participatory Action Research
Hilton Hawaiian Village, Honolulu, Hawaii
How can systems science researchers leverage qualitative social media research methods to address cultural and social issues in a way that involves participants and researchers working together? To address this question, this paper proposes transformative netnography, an adaptation of netnography that combines social media representational affordances with participatory action research techniques to offer unique communication benefits for transformational research. It examines some of the practical and theoretical underpinnings that have guided various forms of action research and links them to representational concerns and qualitative social media research. The paper proceeds to present a detailed example of transformative netnography that pioneers the use of social media’s accessibility, organizational, and consciousness-raising affordances, combining them with collaborative ethnography to create a novel and digitally enabled form of representative advocacy research. The paper concludes with some implications for further transformative research using social media affordances and the ongoing development of transformative netnography.
https://aisel.aisnet.org/hicss-57/dsm/netnography/4