Netnografia: desvendando as narrativas humanas em um mundo digital

Daniela Abrantes Ferreira, Paula Castro Pires de Souza Chimenti

Resumo


Objetivo:  Este artigo tem como objetivo apresentar a netnografia como metodologia inserida na perspectiva cultural dos estudos do consumo, discutindo sua origem, características, etapas de implementação e seus desafios, além de propor oportunidades de estudos futuros.

Método: O artigo é um ensaio teórico realizado a partir de uma reflexão crítica das autoras com base em uma revisão de literatura sobre a netnografia como metodologia de pesquisa.

Originalidade/Relevância: Consumidores, cada vez mais, deixam rastros de suas narrativas nas diversas plataformas online existentes, o que significa informação valiosa para gestores e pesquisadores. Entretanto, a netnografia, metodologia que busca interpretar as comunicações humanas mediadas por tecnologias, tem sido relativamente pouco utilizada no ambiente acadêmico brasileiro. O artigo traz uma estruturação detalhada das etapas da netnografia, considerando sua origem e desenvolvimento, visando a ampliar sua utilização por pesquisadores brasileiros.

Resultados: Com base em reflexões sobre a literatura existente, o artigo apresenta as 12 fases da netnografia, discute os principais aspectos éticos da metodologia e sugere uma agenda de pesquisa.

Contribuições teóricas/metodológicas: Ampliar o uso da netnografia, a partir de uma perspectiva humanista, sobretudo em estudos brasileiros.


Palavras-chave


Netnografia; Consumidor; Internet; Mídias sociais

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v21i4.22726

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