(courtesy of the R.F. Sink Memorial Library)
In trying to better understand qualitative research methods for social media trends, I was thinking about the concept and scope of netnography - an ethnographic study of digital spaces.
In an age where storytelling, identity, and community are increasingly unfolding online, netnography offers teen librarians a dynamic way to understand emerging trends amongst our patrons. One vibrant arena that quickly came to mind, given my experiences at my current library, is the world of Dungeons & Dragons (D&D), where imagination, fandom, and social learning collide across platforms like TikTok, Discord, Reddit (and games even established through the website Meetup).
Using a netnographic lens, we librarians can observe how teens use D&D to explore identity, express creativity, and even connect with fellow peers. Hashtags like #DndTok and #CriticalRole circulate thousands upon thousands of videos showcasing homebrew campaigns, character art, and comedic "DM fails."
And beyond entertainment, these posts reveal deeper social dynamics - how teens negotiate inclusivity, gender representation, neurodiversity, and belonging within their ever-expansive imagined worlds. By analyzing these conversations and creative outputs, librarians can identify what draws young folks to these spaces and potentially use those very same motivations to enhance their local in-person programming.
Let's say, for example, if online D&D communities celebrate, "cozy campaigns" focused on empathy and healing, libraries might then design campaigns that mirror these values - creating inclusive, emotionally safe spaces for storytelling. Observing how teens remix content, or collaborate in fan-driven worlds (even incorporating the most recently popular fantasy fiction books), can also inform makerspace initiatives, digital literacy workshops, or even cross-platform programming linking tabletop play to digital creation tools like Canva, TinkerCAD, or podcasting kits.
Perhaps, netnography provides more than observation - it is, for us librarians, a bridge between online culture and library innovation. By studying the digital ecosystems teens already inhabit, we can design experiences that resonate with their values and creativity! Whether through dice rolls, character arcs, or collaborative quests, the world of D&D demonstrates how play becomes a form of community making - and how librararies, as modern "lairs" of learning, can roll the dice, in support of imagination, representation, and belonging.
Hi Tova, I absolutely love this post! I think engaging with what young people are interested in is the best way to understand them and curate programs for them. I think D&D is an excellent choice relevant for all ages, particularly older kids/teens. I like the idea of "cozy" programs inspired by cozy fantasy- I can see so many opportunities to blend these interests: cozy fantasy book clubs, D&D dress up day, an in-person take on the "fantasy pub" video trend where people mix potions and serve weary travelers with mocktails and snacks, cosplay workshops where they create swords or other fantasy themed items, D&D campaign writing workshops, etc. Just to give an example of an interest-based program inspired by kid's habits and netnography, I'm hosting a Pokemon club at my library soon because there was a demand for it among the elementary-age kids. I plan to play a Pokemon board game with them, have them do tiermakers and bracketfights to determine the best/strongest Pokemon, and have them make their very own Pokemon cards!
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