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Netnographic inquiry and new translocal sites of the social

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  • Joonas Rokka

    (EM - EMLyon Business School)

Abstract

As consumers' lives are increasingly gliding into online worlds and global information networks, researchers face a range of important methodological questions particular to the digital times. In prior research, online ethnographic methods or netnography has been suggested to address some of these challenges, especially when new forms of post-modern and sub-cultural consumer collectives and cultures have been the focus. Extending this work further, the article investigates the transnational nature of online cultural phenomena, and suggests a theoretical–methodological approach as a netnographic variant well suited for accessing its logics. In doing so, the article argues that a better understanding of the new ‘translocal sites', such as transnational online communities and consumer networks, can open up new avenues for research on the ever globalizing and tribalizing consumer culture.

Suggested Citation

  • Joonas Rokka, 2010. "Netnographic inquiry and new translocal sites of the social," Post-Print hal-02313349, HAL.
  • Handle: RePEc:hal:journl:hal-02313349
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    Cited by:

    1. Svenson, Frithiof, 2018. "Smartphone crises and adjustments in a virtual P3 community – doing sustainability oriented smartphone consumption," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 34(7-8), pages 664-693.
    2. Bernard Cova, 2013. "Consumer culture in a post-postmodern world," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 5-12.
    3. Ali Ekber AKGÜN & Muhammed Buğrahan HATİBOĞLU, 2023. "Understanding Online Communities in the Age of Digital Boundaries: What is Netnography?," Yildiz Social Science Review, Yildiz Technical University, vol. 9(2), pages 95-103.
    4. Zanette, Maria Carolina & Pueschel, Julia & Touzani, Mourad, 2022. "Re-arranging dressing practices: The role of objects in spreading ugly luxury," Journal of Business Research, Elsevier, vol. 145(C), pages 784-800.
    5. repec:aye:journl:v:9:y:2023:i:2:p:96-103 is not listed on IDEAS

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