NA_NDA Netnography and Digital Anthropology

University of Finance and Administration
Summer 2026
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Bc. Kateřina Konupková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course aims to acquaint students with the development of digital anthropology and use netnographic methodology to introduce them to this discipline. Netnographic methods represent one of the most modern forms of marketing and consumer research. Netnography and digital anthropology intersect with other traditional social science disciplines, such as sociology, anthropology, ethnography, economic geography, etc. Students who complete the course will be able to conduct professional qualitative research based on online data and will understand the methodology of creating a netnographic analysis for companies or research institutions.
Learning outcomes
Upon completing the course, the student will be able to: - conduct netnographic research; - understand how to collect social media data; - discover and organize netnographic data; - present and publish their netnographic analysis
Syllabus
1. Introduction to Netnography and Digital Anthropology 2. Digital Anthropology and traditional (off-line) Anthropology 3. Creating and using data in netnographic practice 4. Procedures, Updates and Rules 5. Five Steps to Social Media Data Collection 6. Turning Connection and Communication into Research Data 7. Journaling and Organizing Data 8. Integrating: Combining Telescopic and Microscopic Understandings 9. Analyzing: Elemental Data Transformation 10. The meaning of Netnographic and Digital Data 11. Presenting and Publishing Netnographic Data 12. Case studies, discussion
Literature
    required literature
  • GEISMAR, Haidy & Hannah KNOX. Digital Anthropology. 2nd edition, London: Routledge, 2021. ISBN 978 1350078840
  • KOZINETS, Robert. Netnography. 3. vyd., London-Thousand Oaks: SAGE, 2020. ISBN 978-1-5264-4470-7.
  • GEBNER, George. A Critical Introduction to Media and Communication Theory. New York: ‎ Peter Lang, 2011. ISBN 9781433109874.
    recommended literature
  • BARNES, Susan B. Visual Spirituality: Art, Mediums, and Cognitive Dissociation, New York: ‎ Peter Lang, 2022. ISBN 978-1-4331-7579-4
Teaching methods
lectures and exercises
Assessment methods
Fulfillment of the instructor's requirement - Examination in the form of an oral colloquium.
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
If you want to contact Giuseppe Maiello, you can always call the number +420 603578587. E-mails are generally not answered.
The course is also listed under the following terms Summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2026/NA_NDA