الناتنوغرافيا كأسلوب لدراسة المجتمعات الافتراضية

Abstract EN

This research paper deals with a very important topic, as it is the modern day of the research problems that researchers face in their study of virtual communities and the digital environment.

Especially when they resort to using the same methods and methodological tools that they used to use in their studies of the media in the real environment.

Accordingly, this research paper aims to shed light on Netnography as a new research direction that contributes to the study of the digital environment and the virtual communities that it abounds with as a result of the development of communication technology.

It is considered the most valid research direction in arriving at results that reflect the reality of living in our transitional societies, which are so far unable to produce theoretical and methodological knowledge of their own.

This prompted researchers to adapt an old qualitative research orientation to the requirements of virtual societies brought about by accelerated technological applications, and this trend is represented in the ethnographic approach.