Netnographic research as an alternative for the promotion of human rights

Abstract

Netnography constitutes the implementation of ethnography within digital environments and within investigative activity; It represents a novel way of carrying out studies for the understanding of communities without the need for attendance. In this article, it was established as a general purpose to understand the role of netnographic research as a modality to achieve the promotion of human rights. For this, the qualitative and documentary research protocol was chosen, following critical analysis and hermeneutics. For this, authors such as Bachelet (2019), Witker (2017), Sánchez and Ortiz (2017) and the National Human Rights Commission of Mexico (2018), among others, were cited. It was obtained as a result that netnography represents a paradigm shift in research. It was concluded that by executing digital ethnography to catalyze knowledge about fundamental rights, the use of new communication and information technologies is made and changes in favor of the defense of humanity could be generated.