Digital ethnography for intercultural and professional communication: Some best practice principles

Michael Madson


With ongoing globalization, IPC professionals must address three needs: The need for more indigenous theory building, greater attention to subjectivities, and more data grounded in real-life intercultural encounters. Based on core literature relating to digital ethnography, I argue that digital ethnography can help address these needs, building more good theory and sound practice in IPC while providing, relatedly, an essential emics-then-etics counterbalance to Thatcher’s etic-then-emic approach. Efforts to do so, however, must be principled, and this article distills some principles for best practice.

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