Abstract
The approaches detailed in this paper offer a reflexive view of the use of closed Facebook groups in a fully online netnography of breastfeeding mothers in Australia in 2013/14. The aim of this paper is to explore the unique opportunities and limitations of using Facebook as a research site and how this online approach differs from traditional ethnography. The paper begins with a review of the literature then moves through to a review of the research undertaken, introducing the context, study design and ethics. A discussion of the traditional ethnographic terms ‘field site’, ‘participant observation’, and ‘field notes’ are discussed in the context of online methods, including some of the associated issues and ethical considerations. The author goes on to argue that due to the digital nature of contemporary social life, this fully online method of data collection should be considered a mainstream ethnographic technique, due to the mediated nature of communities in the twenty first century.
Original language | English |
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Number of pages | 8 |
Journal | Global Media Journal: Australian Edition |
Volume | 10 |
Issue number | 1 |
Publication status | Published - 2016 |
Open Access - Access Right Statement
© Global Media Journal: Australian EditionKeywords
- Facebook (electronic resource)
- social media