Message Received: Virtual Ethnography in Online Message Boards

As the Internet begins to encapsulate more people within online communities, it is important that the social researcher have well-rounded ethnographic methodologies for observing these phenomena. This article seeks to contribute to methodology by detailing and providing insights into three specific facets of virtual ethnography that need attention: space and time, identity and authenticity, and ethics. Because the Internet is a globalized and instantaneous medium where space and time collapse, identity becomes more playful, and ethics become more tenuous; understanding these aspects is crucial to the study of online social groups. A second focus of this article is to apply these notions to the study of online message boards—a frequently used medium for online communication that is frequently overlooked by methodologists.