Abstract
Digital turn in anthropology? Netnography, webnography, cyberanthropology, online and virtual ethnography – new labels and academic brands are mushrooming on the ground of the anthropology within the last two decades. They reflect the growth and diversity of the new media phenomena and platforms but also serve as a PR tool for making anthropology seem modern and up-to-date. Can we actually pronounce the new paradigm/turn within the anthropology/ethnography when transferring them online? I wonder whether the binary opposition between the real and the virtual in which anthropology seems to be caught brings epistemological benefits, what is the source of this digital dualism and finally why the digital- and cyber- prefixes do more harm that benefit anthropology.
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