Redes sociales: la nueva era en la investigación interpretativa

Abstract

This document uses a netnographic perspective to conduct research on online social networks. It first introduces theoretical foundations that support the study of the web in anthropologic terms. The document then recovers the concept of social network, presents advances in the study of traditional ethnography, and lays out new ways of understanding and analyzing virtual social networks. It then delves into the methodological issues involved with netnography (Kozinets, 2010). In other words, the steps, techniques, tools, obstacles, questionings and complements are explained in detail. An effort is made to always highlight the importance of interaction in this type of inquiry. Finally, the emerging scenario, derived from the introduction of new paradigms and methodologies to study the web is analyzed.