Today, most parts of human life - if not all - are, to some extent, connected to digital interactions. We socialize, discuss, date, shop, share and create cultural experiences, and learn new things online, together with other people. But how can we understand what is happening and why when groups of people come together online and gather around a shared interest in a digital community? Or when groups of people socialize and interact in more fleeting and fluid social settings, for example, in discussions on Twitter? To understand social life online, we need methods suitable for studying digital interaction. Ethnographic internet research - Netnography - is a research field and a methodology. It comes with a specific set of methods for doing qualitative social media research (Kozinets, 2010, 2015, 2020).

In this video, one of the authors of this course shares his experiences of doing netnographic research, how Netnography can be understood and what this course can offer you.