May 29-31, 2024
Netnocon24
Milan, Italy

NETNOCON2024

The International Netnography Conference
Looking toward the Future

Science fiction author William Gibson was famously attributed with saying “The future is already here, it just isn’t evenly distributed”. Looking towards the future has always been a part of scientific practice and certainly of netnography. Mystics, mythic storytellers, business futurists, and, increasingly, technocultural scientists like netnographers traffic in mapping the trajectories that sweep us along into the future. The world facing researchers is changing as never before, putting more demands on us to keep up with the demands of the future. For 17 years, Milan was the home of history’s greatest futurist, Leonardo da Vinci. The conference pays tribute to him and to all futurists, past, present and…future. Drawing inspiration from this great artist’s hope for a future without cruelty, we follow Leonardo in holding Netnocon as a vegetarian conference including also vegan options, so we can help realize a less cruel footprint. Netnocon24 is intended to bring netnographers of all interests and experiences together to collectively explore futuristic themes at the digital frontiers of science and cultural understanding. Netnocon24 will continue the prior year’s emphasis on the field’s rising stars –as we look to them to carry the torch—and invites all participants to take a further look towards our collective future. With rapid changes taking place in technology and research, the conference will be as much about understanding the various ways that our different visions of the future shape our collective presents as it is about predicting how current trends will shape our tomorrows.

Netnocon2024

Organisation Committee and Chairs
Robert Kozinets
Robert Kozinets
Conference chair
Professor Robert V. Kozinets develops methods and theories that are widely used around the world. His work aims to provide a human-centered understanding of technocultures as well as the social structures and passions that surround them. Netnography, his major innovation, is transforming research practices throughout industry and across the social sciences.
Ulrike Gretzel
Ulrike Gretzel
Co-Chair
Dr. Ulrike Gretzel is a Senior Fellow at the Center for Public Relations, University of Southern California and Director of Research at Netnografica. She has over 15 years of experience conducting academic and practice-focused netnographies, with topics ranging from the experiences of black vanlifers to the collective activism among fans of a Chinese TV drama.
Rossella Gambetti
Rossella Gambetti
Co-Chair
Rossella Gambetti is professor of branding and consumer culture at Labcom, Università Cattolica del Sacro Cuore in Milan. Her research focuses on emerging technocultural phenomena shaping contemporary branding and consumer culture. Rossella is a “netno-enthusiast” who conducted several netnographic explorations in the social media worlds of amateurial chefs, virtual influencers, counter-brand activism, youth tobacco consumption and Chinese cosmetics consumption.
Silvia Biraghi
Silvia Biraghi
Co-Chair
Silvia Biraghi is Senior Assistant Professor at the Università Cattolica del Sacro Cuore in Milan. Her research interests are driven by a profound curiosity for emerging phenomena related to consumer collectives and the dynamics of interaction between consumers and brands, which give rise to the creation of novel connections, transformations, and projects, particularly in technomediated contexts. This is why netnography is her preferred method of inquiry.
Angela A. Beccanulli
Angela A. Beccanulli
Co-Chair
Angela A. Beccanulli has a Phd in Management and Innovation and is Adjunct Professor at the Università Cattolica del Sacro Cuore in Milan. Angela is a passionate netnographer, interested in deep cultural understanding of emergent issues affecting tourism consumption. Her research interests are focused on the intersection of tourism with smart technologies and technocultural consumption phenomena.
Aleksej Heinze
Aleksej Heinze
Co-Chair
Aleksej Heinze as a pragmatic scholar is deeply rooted in the realms of action research and practical application. His research endeavours have primarily spanned the domains of Digital Transformation and Digital Pedagogy, with a current focus on critical Sustainability issues. This includes delving into areas such as Sustainable Digital Marketing and leveraging digital transformation for the establishment of robust institutions, marked by the prevention, identification, and combat of corruption.

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