This paper presents an update of a traditional ethnography process, which the authors term "Digital Ethno". Digital Ethno "concentrates on how ethnographic data gathering can be extended to the Internet and wireless communication devices in new and creative ways."
The authors present a case study of Digital Ethno conducted by one of the authors. The study involved eight participants in the San Francisco area. Researchers were interested in participants' thoughts and attitudes toward Valentine's Day. The team included two ethnographers and used a variety of techniques including e-mail, cell phones, digital cameras, chatrooms, online questionnaires, digitized audio diaries, etc. These forms of communication replaced the face-to-face interactions in typical ethnographic studies.
Participants were first asked to complete an online questionnaire and then received e-mails during the week of Valentine's Day to gather their thoughts and impressions. Participants also used a digital camera to capture "critical visual data." Mid-way through the evaluation, the researchers conducted phone interviews with the participants. On the last day of the evaluation, participants took another online survey and participated in a chat room exercise to discuss the findings.
The author's conclude that Digital Ethno allows for a "radical expansion of scope." While traditional forms of ethnography can be time-intensive and cost-prohibitive. Digital Ethno enables an expansion of typical studies at reduced costs. The authors also point out the benefits of gathering information from users in their natural environments.
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