JUNIPER PUBLISHERS-Global Journal of Archaeology & Anthropology
Reviewing the Role of Netnographic Research in Bridging the Gap between Youngsters and Adults
Authored by Sarnou Dalal*
Either referred to as the information
age, computer age or most commonly now as the digital age, this era of an
unprecedented technological advancement in all fields has captured the
attention of scholars in the humanities to investigate the ubiquitous nature of
computing and the prolific use of technology in almost all aspects of human
activity. Because the last two decades or so have been characterized by
communication based on information technologies, a myriad of researches
studying the very nature of human interaction with and through new technologies
has escalated. Aiming at redefining humanity in the digital age, many scholars
have brought about new theorizations that seek to answer questions like: do we
shape technology or is it technology that shapes us? Donna Haraway’s Cyborg
theory (1991), for instance, proposes an imaginary world of fusions between
animal and machine. Rosi Braidotti’s the Posthuman Project (2012) explains that
in the era of advanced postmodernity, the notion of ‘the human’ is both
de-stabilized by technologically mediated social relations in a globally
connected world and is thrown open to contradictory redefinitions of what is to
be human.
By putting emphasis on the
deeply-rooted changes that are happening to humanity at a high pace, the
present paper reflects on new directions in the humanities that seek to
decipher these technology-related changes. More particularly, my focus is to
consider how Robert Kozinets’ netnography, as an emerging research method in digital
anthropology, can help educators, parents and students to understand the
transformations that are taking place in their behavior in real life
situations. By accentuating the strong impact spending long hours on social
media and being glued to one’s electronic devices have on our social behavior,
I inquire, in this article, about the role netnographers could play in
assisting teachers and parents to bridge the gap between the latter and
youngsters by explaining to them the behavior of their students/ children who
have become virtualized.
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