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The first global netnography conference, chaired by Robert Kozinets and co-chaired by Ulrike Gretzel, Rossella Gambetti, Alex Fenton and Cristina Vasilica. The conference has been established as the annual gathering of the global community of netnographers around the world and across all the disciplines. Labcom has been an important partner of NETNOCON23. During the Conference, LABCOM scholars presented the research: “Theorizing zoomie technoculture: embodied netnography to capture to connected self” Gambetti R.C., Biraghi, S., Beccanulli A.A.

NETNOCON23: The First Global Netnography Conference in Manchester, July 26-28, 2023

The inaugural NETNOCON23, held in Manchester, UK, from July 26-28, 2023, marked a historic moment in the academic and research community. The conference, chaired by Robert Kozinets, a pioneer of netnography, and co-chaired by Ulrike Gretzel, Rossella Gambetti, Alex Fenton, and Cristina Vasilica, established itself as the first global gathering dedicated to netnography. The event quickly became the leading platform for researchers and practitioners to engage in discussions about the evolving methodologies, applications, and future of netnography across various disciplines.

A New Milestone for Netnography Research

Netnography, a qualitative research method that adapts ethnographic techniques to study online communities, has gained tremendous traction in recent years due to the rise of digital culture. As an interdisciplinary methodology, netnography is used to explore and understand the behaviors, interactions, and values of individuals within virtual spaces. NETNOCON23 was envisioned as the premier international forum for netnographers to connect, share insights, and discuss the latest advancements in this field.

The conference brought together leading scholars and experts from diverse academic backgrounds, including marketing, sociology, communication, anthropology, and digital studies. The event featured a wide range of sessions that covered topics such as the ethical implications of online research, emerging digital behaviors, and the application of netnography in real-world business and cultural contexts. NETNOCON23 has already been established as an essential annual gathering for the global netnography community.

LABCOM’s Contribution: Theorizing Zoomie Technoculture

LABCOM, a research unit within Università Cattolica del Sacro Cuore, played a key role in the success of NETNOCON23. As an important partner of the conference, LABCOM scholars contributed significantly to the event’s discussions with their thought-provoking research. During the conference, LABCOM presented the paper titled “Theorizing Zoomie Technoculture: Embodied Netnography to Capture the Connected Self” by Rossella Gambetti, Silvia Biraghi, and Andrea A. Beccanulli.

This groundbreaking research explored a fascinating aspect of contemporary digital culture — the phenomenon of the “zoomie.” The term “zoomie” refers to individuals who actively engage in high-frequency, video-based communication, primarily through platforms like Zoom, especially as remote work and virtual socializing have become common in the wake of the COVID-19 pandemic. The study used netnography to investigate how these “zoomies” construct and perform their digital identities in video-based environments.

The research paper emphasizes the concept of “embodied netnography,” a methodological approach that allows researchers to deeply understand the embodied, lived experiences of individuals in digital spaces. By adopting this approach, the LABCOM team was able to capture the nuances of the “connected self,” a term that refers to the online persona that individuals craft and present through digital platforms. The study’s findings highlight how video interactions, background settings, camera angles, and visual expressions shape our sense of self and influence how others perceive us in virtual spaces.

Key Insights from LABCOM’s Research on Zoomie Technoculture

The LABCOM scholars’ presentation on zoomie technoculture offered several valuable insights into the evolving nature of digital interactions:

1. The Role of Embodiment in Virtual Communication: The research underscores how virtual communication platforms like Zoom are no longer just tools for conversation but are integral to the way people create and express their identities. The embodied aspect of netnography enables researchers to understand how individuals use gestures, facial expressions, and even spatial elements (like background choices) to craft a particular version of themselves online.
2. The Connected Self and Digital Identity: In the age of remote work and virtual socializing, individuals are increasingly constructing multiple layers of identity — both personal and professional. The study highlights how the digital environment allows individuals to navigate and negotiate these identities in real time, often resulting in new forms of self-presentation and interaction.
3. The Zoomie as a Cultural Phenomenon: The research sheds light on how the zoomie phenomenon reflects broader cultural shifts, particularly the impact of digital technologies on everyday life. As individuals adapt to constant virtual interactions, they redefine their relationship with technology and develop new forms of social norms and behaviors in online spaces.

The Future of Netnography: Insights from NETNOCON23

NETNOCON23 was not only an opportunity to share cutting-edge research but also a moment to reflect on the future of netnography as a research methodology. As digital spaces continue to evolve, netnography provides an invaluable tool for understanding the complex, fluid, and often intimate relationships people have with technology.

The LABCOM presentation on zoomie technoculture demonstrated how netnography could be used to study new digital behaviors and phenomena. It also showcased how the methodology is adapting to capture the embodied experiences of individuals in a world that is increasingly mediated by technology. As researchers and practitioners continue to explore the digital realm, netnography will undoubtedly play a key role in unraveling the complexities of online culture.

Conclusion: A Pioneering Event for the Netnography Community

NETNOCON23 was a landmark event that established itself as the key gathering for the global community of netnographers. With contributions from leading scholars like those from LABCOM, the conference not only advanced the academic discourse around netnography but also fostered new connections and collaborations within the digital research community. As the digital world continues to evolve, netnography will remain an essential methodology for exploring and understanding the ever-changing landscapes of online culture. Through conferences like NETNOCON23, scholars from around the world will continue to deepen their understanding of how technology shapes human behavior, identities, and societies.