网络民族志 是一种方法吗？综述、反思及重新定位

Abstract：This article reviews the recent applications of the increasingly popular methodof“Netnography”， identifying potential misapplications incurrentstudies.Wecriticallyref lectonseveralcommonmisconceptions about Netnography：first，thetendencytorebrandtraditionalapproachesasNetnography;second，alackofmethodological rigor initsapplication;andthird，theconf lationof interview techniques withNetnographyor theirmisclassif icationunder theNetnographicumbrela.Drawingonthesereflections，weexamine the widelyused methodsactually employedinso-called Netnographicresearchandquestion thevalidityofNetnographyasadistinct methodological framework.Additionally，we analyze keyconsiderations for adapting traditional ethnographic approaches toonline contexts.

Keywords：Netnography;ethnography;internetresearch;ThickDescription

信息技术的发展和互联网革命催生了网络社会的崛起，人类的日常活动也逐渐经历了从传统线下环境到数字化线上空间的转移。（剩余9684字）