B_NDA Netnography and Digital Anthropology

University of Finance and Administration
Summer 2025
Extent and Intensity
2/0/0. 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: Dita Egertová
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The use of the netnographic methods represents one of the most modern forms in marketing and consumer research. Netnography and digital anthropology intersect with other traditional social science disciplines, such as sociology, anthropology, ethnography, economic geography, etc. The aim of the course is to acquaint students with the development of digital anthropology and use netnographic methodology to introduce them to this discipline. Students who successfully 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
After completing the course, the student will be able to: - carry out a Netnographic research; - understand how to collect Social Media Data; - How to Discover and Make Meaning from Netnographic data; - Present and Publish his 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 and Flowcharts, Updates and Rules 5. Five Steps to Social Media Data Collection 6. Turning Connection and Communication into Research Data 7. Jounaling and Organizing Data 8. Combining Telescopic and Microscopic Understandings 9. Elemental Data Transformation 10. The meaning of Netnographic and Digital Data 11. Presenting and Publishing Netnographic Data 12. Case studies, discussion
Literature
    required literature
  • KOZINETS, Robert. Netnography. 3. vyd., London-Thousand Oaks: SAGE, 2020. ISBN 978-1-5264-4470-7.
  • Qualitative Research in Digital CALLIANDRO, Alessandro & GANDINI, Alessandro.Environments A Research Toolkit. New York: Routledge, 2017. ISBN 9781138188693
    recommended literature
  • CAREY, James. Communication as Culture: Essays on Media and Society, 2. vyd., New York: Routledge, 2009. ISBN 978-0-415-98975-6.
  • COULDRY, Nick. Media, Society, World: Social Theory and Digital Media Practices. Cambridge: Polity Press, 2012. ISBN 978-0-745-63920-8
  • CRESWELL, John. Research Design. Qualitative, Quantitative, and Mixed Methods Approaches, 3. vyd., London: Sage 2009. ISBN 978-0761924425
  • ZUBOFF, Shoshana. The age of Surveillance Capitalism: The Fight for the Future at the New Frontier of Power. New York: PubblicAffairs. ISBN 978-1610395694.
Teaching methods
lecture
Assessment methods
Oral exam
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2022, Summer 2023, Summer 2024.
  • Enrolment Statistics (recent)
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