I was speaking to a commercial market researcher today and mentioned that I was studying digital anthropology. He understood this to mean the deployment of digital tools in conducting qualitative research such as ethnography.
I outlined the difference between digital anthropology and ethnography, which I'm repeating here, to clarify that the focus of the MA (soon to be MSc) is the former.
There are two ways of interpreting digital ethnography. The first is that it is ethnography on digital subject matter (a la Mike Wesch at Kansas University) and the second is that it's using digital tools to conduct ethnography (a la Cardiff University's Hypermedia and Ethnography Group). They aren't exclusive: In the latter sense digital ethnography involves traditional ethnographic practices transposed into a digital medium, such as