Virtual Ethnography and Intellectual Narrative (aspiration)

If I consider conversation online as the development of ideas online in a shared context (or not). It then must be possible to draw out a narrative from that conversation (or thought stream), this is the concept behind Tumlog (?). Investigation into my VC has demonstrated a symbiotic relationship between the community of fellrunning and brand/s that is associated with that sport. The digital domain is logo centric, full of sign posts. Brand sign posts, logos are developed out of existent context, they must buy into an intellectual (virtual) space, narrative or need to be successful…

Question is how does this concept relate to education, a specially HE (or maybe all learning environments). I know when I taught I used online presence (and professional aspiration) to scaffold learning, which in turn gave identity to my learning and teaching. No reason why this concept can not be extended further, my ethnography (rather crudely) tells a story, it begins to discuss theory, and juxtaposes elements to draw conclusion.

But does this require a special skill set? It does take a lot more time and effort… Hmmm, professional aspiration to sell learning.