Developing digital team ethnography of global media events on social media

The live character of suddenly breaking global media events along with the massive volume of digital traces they produce pose considerable challenges for research in the current communication environment. In this methodological article, we use the 2019 Christchurch mosque attacks as an empirical context for methodological reflection. We suggest a new type of ethnographic investigation of events—a digital team ethnography augmented by computational methods for studying media events. We show how “fieldwork” and the related “field” are constructed as part of the empirical workflow and present a four-phase model to structure the research process: (1) research readiness, (2) mobilization of fieldwork, (3) exploring the computationally organized ethnographic field, and (4) deep dives that enable thick description on social media. We conclude with a reflection on the benefits and limitations of the proposed methodological approach for the study of global media events.