Semantic Social Networks: A Mixed Methods Approach to Digital Ethnography

Abstract

We propose a mixed methods approach to digital ethnographic research. Treating online conversational environments as communities that ethnographers engage with as in traditional fieldwork, we represent those conversations and the codes made by researchers thereon in network form. We call these networks “semantic social networks” (SSNs), as they incorporate information on social interaction and their meaning as perceived by informants as a group and use methods from network science to visualize these ethnographic data. We present an application of this method to a large online conversation about community provision of health and social care and discuss its potential for mobilizing collective intelligence.