Social media ethnography: the digital researcher in a messy web

Social media practices and technologies are often part of how ethnographic research participants navigate their wider social, material and technological worlds, and are equally part of ethnographic practice. This creates the need to consider how emergent forms of social media-driven ethnographic practice might be understood theoretically and methodologically. In this article, we respond critically to existing literatures concerning the nature of the internet as an ethnographic site by suggesting how concepts of routine, movement and sociality enable us to understand the making of social media ethnography knowledge and places