Etnografia de representaciones sociales en el ciberespacio

The increase in the use of internet has generated new social communication processes and practices shaping different areas of society. Virtual products as multimodal and heteroglosic texts produced by members from organizations and spread in the Net contain multiple traces from the social conditions in which their producers operate. Therefore they might be used as periscopes that even if fragmentary provide approaches to the comprehension of social phenomena which happen beyond the virtual space. From my personal interest on the study of Mexican reality from the distance I developed the ââ"šÂ¬Ã…"ethnography of textsââ"šÂ¬Ã‚ as research strategy. Through the study of cultural representations from the Net it is possible to access the social and cultural reality of their producers. In this paper I present the methodological approach which deal with the challenges brought by the use of the medium for social research.