Ethnography of #Nasf: An Innovation Community of Practice of Self-Branded Entrepreneurs in Navarre.

Abstract

This multi-faceted ethnography focuses on a self-branded entrepreneur's innovation community of practice, known as #NASF, and aims to understand the reasons for its birth and the trajectory of its development. More specifically I examine why and how this Navarrese community of entrepreneurs, while belonging to the European Union, appropriates Silicon Valley's discourse and know-how as its frame of reference. In this sense, I mainly emphasize two aspects: The adoption of corporative organizational learning to build capacity in the civil sector together with a masterful use of the Information and Communication Technologies (ICTs). In this regard, I have conducted a thorough study of the circulation of a metaphor in a computer-mediated discourse and its entextualization. Also, I connect this organizational and communicative expression with its environment. I pay special attention to local sociability, #NASF's participants' social ties, and Navarre's current circumstances.