خصائص البحث الإثنوغرافي وخلفيات تشكل الجمهور في المجال الرقمي

Abstract EN

The study is concerned with ethnographic research in the digital environment, as this approach changed the course of public research and contributed greatly to providing research, especially media, with some important methods for researching digital media phenomena.

the foundations of this qualitative approach are represented in depth research through digital data, observation, interviews, and attempts to coexist in virtual groups to bring credible information.

moreover, digital ethnography also attempts to study the mechanisms of audience formation in the digital environment.

the study concluded that ethnographic research is very important in research, especially the one related to the media and communication phenomenon.

yet, it requires a lot of caution because it sometimes penetrates the privacy of individuals.

it also requires several conditions for its success in Arab countries, most notably the combined efforts of researchers and their training in this type of research, and the presence of financial support, technological capabilities, and a strong will to adopt this important scientific method.