Data Analysis

Published: May 16, 2025

In a world where much of our social interaction, identity formation, and information exchange happens online, social media ethnography has emerged as a powerful method for exploring how people live, relate, and make sense of the world in virtual spaces. At its core, social media ethnography is the adaptation of traditional ethnographic practices—long-term observation, immersion in communities, and rich, qualitative description—to online platforms like TikTok, Reddit, Instagram, and X (formerly Twitter). Rather than entering a physical village or institution, the researcher steps into a hashtag community, a fandom group, or a forum thread, observing how