Purpose

To outline the current trajectories in digital social research and to highlight the roles of qualitative research in those trajectories.

Design/methodology/approach

A secondary analysis of the primary literature.

Findings

Qualitative research has shifted over time in relation to rapidly changing digital phenomena, but arguably finds itself in ‘crisis’ when faced with algorithms and ubiquitous digital data. However, there are many highly significant qualitative approaches that are being pursued and have the potential to contextualize, situate and critique narratives and practices of data.

Originality/value

To situate current debates around methods within longer trajectories of digital social research, recognizing their conceptual, disciplinary and empirical commitments.

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