Nätrum och nättid

En netnografisk metoddiskussion med utgångspunkt i en studie av rural feminitet i ett Facebookforum

Authors

• Kim Silow Kallenberg Stockholms universitet
• Jenny Ingridsdotter Umeå universitet
• Maria Vallström Hälsinglands utbildningsförbund
• Elisabeth Wollin Elhouar Södertörns högskola

DOI: https://doi.org/10.37447/bk.115054

Keywords:

Internet, netnografi, metod, feminitet, netnography, method, femininity

Abstract

Rural Girls
Internet-Ethnography - Netnography - is a relatively new method, which presents both difficulties and opportunities. The difficulties are primarily associated with the breaking of new ground and not having a well-established research practice to lean on as regards the design and implementation of the studies. The opportunities, on the other hand, include the freedom to think freely and formulate new ideas about ethnographic research practice at a time when the Internet, and not least social media, are central spaces for social relationships, culture, and politics. In this article, we discuss three methodological aspects that we have considered in relation to netnography; more specifically, in relation to Facebook research.

Our netnographic study of rural femininity in Glesbygdsgirls (Rural Girls) has particularly highlighted issues of spatiality, timeliness and reflexivity, as well as research positions. We have found that the Glesbygdsgirls’ forum makes it possible for individual positions and experiences to become part of something much larger. The digital spatiality is created together by the members. In conjunction with Massey, we want to point out how the space is something that is created on the basis of social relationships, which can be unfinished processes extending across both time and space (Massey (1994) 2014, 2005). However, the virtual space that is created in the user conversations and actions presupposes that there is a "multiple site of location" beyond the reality of Facebook; including physical sites or places that through their sheer numbers indicate a symbolic densification of the network space. According to Miller's view, it is a consequence of the media itself that at the level of society, rural areas become visible as something quite extensive, and at the individual level that one’s own experience is both confirmed and widened (Miller & Horst 2012; Miller 2011). At the same time, our empirical examples show that glesbygsgirl is not a homogeneous position, but rather that there exists conflict within the group about what constitutes an authentic rural femininity.

In the discussion about network time, we have focused mainly on the rapid flow by which the internet is characterized, as well as how the network's simultaneousness can bring benefits, but also make new demands on the researcher's presence in the field in ways that have never previously come to the fore. However, it may be relevant to point out that, in addition to being characterized by simultaneousness and rapid flow, the internet also serves as a kind of archive. Posts that are not actively deleted remain available for a long time and can be searched for and read multiple times, long after they were originally published. Once again, it is fruitful to think of Massey's spatial understanding; the spaces created are extended in time and based on social relationships.
How researchers act and present themselves in a Facebook forum is something that needs more discussion and exploration.

Social networks like Facebook provide remarkable empirical opportunities and connect us with our fields in a very direct and informative way. In this article, we have presented the course of action we chose based on reflexivity and our research ethics. The somewhat problematic confusion between what is public and private that takes place in social forums is something we chose to use based on our roles as being both researchers and personally involved in the empirical field. To pursue Netnographic research on social forums can, at best, open the researcher up to a more participatory research methodology where research participants can be involved and made to participate more in in the research process. In this way, we can also achieve a much greater impact and – provided we listen and generate a dialogue – conduct really important research at a higher level. The Internet facilitates an  interactive approach, an opportunity to work more in collaboration with the society and also at regional levels, and, moreover, be more relevant to people's current search for meaning.