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Digital Ethnography evolved in the early 21 st century as a qualitative interpretive method of ethnographic research (fieldwork) in an online space (Internet). Also known as Digital Anthropology, Virtual/Cyber Ethnography, Digital Social Research, Online Ethnography, or Ethnography, Digital Ethnography adapts the traditional, in-person ethnographic research techniques of anthropology to the study of online cultures and communities formed through computer-mediated communications. This paper explores the disruptive methodology of Digital Ethnography; how it changed our social-cultural attitudes about qualitative research; and why we need an innovative approach to inquiry in the 21 st century social-media-driven information communication technology (ICT) environment.
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