Ethnographic approach in virtual societies A contemporary research direction in new communication space.

Abstract

    The study deals with the subject of ethnography as an approach and a contemporary research direction to study the media and communication phenomena in the virtual environment, and it seeks to research its suitability for this type of research problems and also highlights the most important steps of applying virtual ethnography (observation by participation and interview) in studying the communicative

. behavior of the public and the possible interactions with the media messages it receives from the various media available in the new communication space

   Finally, to conclude to emphasize the importance of the ethnographic approach as a contemporary research direction for the study of media and communication phenomena