Netnography and Discourse Analysis in Digital Environments: Methodological Convergences for the Study of Virtual Communities in the Age of Algorithms

Abstract

This essay presents a theoretical-methodological framework for the qualitative study of digital communities through an articulation of netnography, discourse analysis (DA), and, optionally, social network analysis (SNA). Grounded in the epistemological principles of critical realism, this approach enables the examination not only of observable practices but also of the discursive structures and underlying generative mechanisms shaping meaning in algorithmically mediated environments. Drawing from a critical review of the literature and a flexible methodological proposal, the paper emphasizes the role of methodological triangulation as a tool for grasping the multiscalar complexity of digital ecosystems, underpinned by principles of adaptability, reflexivity, and situated ethics. It concludes by outlining a methodological development agenda, including multimodal netnographic protocols, critical use of AI, and theorization of algorithmic agency.