著者

木村 忠正

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.93, pp.43-60, 2018-07-31 (Released:2018-10-13)

参考文献数

32

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People’s activities on the Internet are becoming digitized, and substantiveanalysis methodologies such as quantitative content analysis and network analysisare developing rapidly. Meanwhile, they cultural anthropology is methodologicallycharacterized as essentially qualitative, with ethnography at their core.How can cultural anthropology approach our online activities and our lives ingeneral with the Internet as a component through the method of ethnography?It is necessary to fundamentally revisit the conventional methodology built onthe premise of the analog age with regard to ethnography in the context of thecyberspace field. Accordingly, cultural anthropologists who are interested in Internet studiesand communications researchers who engage in an ethnographic approach haveaccumulated diverse developments in methodological discussions surroundingonline ethnography, virtual ethnography, digital anthropology, and so on. Based on the author’s awareness of these issues and the developments inscientific discussions, has been proposed hybrid ethnography. The aim of thispaper is to clarify the methodological subject of media studies pertaining to thedigital network age based on the research the author conducted in online publicopinion as part of the larger framework of the changes in ethnographicalapproaches, while attempting to propose concrete arguments on the methodologyof hybrid ethnography by presenting research examples that include theelements of: 1. quantitative content analysis, 2. data structure analysis( variousmethods of multivariate analysis), and 3.( social) network analysis.