Michael saved in Pocket: ‘Netnography: Doing Ethnographic Research Online’ (Kozinets 2010)


The insight that technology does not determine culture, but that they are co-determining, co-constructive forces, is a crucially important one. With our ideas and actions, we choose technologies, we adapt and shape them. To this realization it is also critical to add that our culture does not entirely control the technologies that we use, either. The way that technology and culture interact is a complex dance, an interweaving and intertwining. This element of technocultural change is present in our public spaces, our workplaces, our homes, our relationships, and our bodies – each institutional element intermixed with every other one. Technology constantly shapes and reshapes our bodies, our places, and our identities, and is shaped to our needs as well. Understanding of the way this transformation unfolds requires us to keep a keen eye on particular and general contexts – specific times and places, distinctive rules or rational procedures, institutional histories, technical possibilities, practical and popular uses, fears and dreams. A thorough understanding of these contexts requires ethnography.

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