Netnografia, czyli etnografia wirtualna – nowa forma badań etnograficznych

This article examines the method of virtual ethnography – or “netnography” – as used by scholars of organization and management studies. It describes the main problems organizational anthropologists may face when conducting research online. The issues discussed include cultural heterogeneity of virtual communities, the non-fundamental differences of virtual ethnography and ethnography, specifics of interactions, nativity, problems of observation, trouble with anthropological reflexivity, as well as the topics of trust and identity enactment.