| http://www.w3.org/ns/prov#value | - The methodology, described by Kozinets (2010) as ???...a new qualitative research methodology that adapts ethnographic research techniques to the study of cultures and communities emerging through computer-mediated communications???, analyses online content and discourse as real examples of social interaction, an embedded expression of meaning and cultural artefact (Kozinets, 2010, p.6).
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