Information Communication Technology (ICT) and social networks have significant impact on everyday life. One the one hand, Internet users enjoy promoting themselves and feel free to disseminate information about themselves through websites and social networks, but on the other hand, people feel forced to reveal information about them on the Internet. Web technologies enable self-promotion for many reasons, i.e., social relations development, acquiring a new job, or research career support. Generally, autoethnography concerns a person, particularly an individual researcher, who observes themselves and monitors their capabilities. Researchers are located in a social community context, develop their personal identity, realize organizational processes, and communicate with other colleagues.
1. Introduction
Generally, autoethnography concerns a person, particularly an individual researcher, who observes themselves and monitors their capabilities. Researchers are located in a social community context, develop their personal identity, realize organizational processes, and communicate with other colleagues. Autoethnography belongs to qualitative research methods and it builds upon the ethnographic tradition. However, it focuses on researcher personal experiences and understanding of personal behavior in a social context
[1]. The autoethnographic study methods include narrative introspection, observation, cultural analysis, but also could cover statistical data analysis. Denzin and Lincoln
[2] argue that autoethnography aims to open discussions among researchers and privilege certain researcher interpretations. Researchers have the opportunity to read publications of other autoethnographers and conduct reflexive and critical analysis. In that way, they want to understand their own positions in comparison with the realm they investigate.
Autoethnography is becoming increasingly popular in social science, but also in medical science
[2]. Marx et al.
[3] argue that autoethnography is interdisciplinary and it relies on ethnography, phenomenology and critical identity theories. As any other qualitative research, autoethnography aims to gain a detailed understanding of underlying phenomena, reasons, beliefs, and motivations. It is a process of searching to answer the questions: Why? How? What is the activity? In what context or circumstances? Who, by Whom, and What are the influences on the course of actions? By definition, the autoethnographic analysis is interpretative and concerns a small number of research participants
[4].
2. Authoetnography as Research Method
2. Autoethnography as Research Method