Netnography to Study People with Disabilities: An Interview with Robert V. Kozinets

This chapter examines the use of netnography to explore the digital lives of people with disabilities. As traditional research methods often fall short in capturing the complexity of online interactions, netnography offers a nuanced approach to understanding how digital platforms, for example, facilitate community building, coping strategies, and advocacy. Drawing on insights from netnography pioneer Kozinets, this chapter demonstrates how this methodology amplifies marginalised voices, addresses stigma, and uncovers hidden dynamics within disability communities. Ethical considerations, including data privacy and informed consent, are also discussed to ensure responsible and sensitive research practices. Netnography emerges as an indispensable tool for disability research, offering cultural insights and promoting inclusivity in an increasingly digital world.