Professional Documents
Culture Documents
November 2009
Does culture matter in Computer Mediated Communication? A Cross-Cultural Content Analysis in MySpace
Salvador Alvdrez & Lifen Cheng
Department of Sociology and Communication University of Salamanca, Spain
November 2009
Senders
Receivers
November 2009
(Wrtz, E., 2005; Faiola, A. & Matei, S.A., 2005; Callahan, E., 2005; Kang, S., 2005)
* Greater usage of images in Collectivist Cultures (High Context Communication), in order to provide context. * Greater usage of text in Individualist Cultures (Low Context Communication), in order to provide an accurate information.
November 2009
The world's most popular social networking site MySpace is to allow users to make their information available to other websites. BBC NEWS (May, 2008)
November 2009
Research Questions:
1. Does a cultural influence on the communication style used in MySpace users interactions exist? 2. How does this style differ among users from two different cultural contexts?
November 2009
Main Predictions:
Cultural differences in graphic elements and text exchanges in MySpace profiles.
Methodology
* Content analysis of over 517 profiles in Spain and the United Kingdom. * Measures of graphic elements were drawn through exchanges of static and animated pictures as well as audio/video streaming clips.
November 2009
Vagueness
* Powerless Language model: Presents an overuse of polite forms, Hedges (Sort of), Intensifiers (Really) Tag Questions (Isnt it?) and so on. (Lakoff, R., 1975; Erickson et al., 1978; Hosman, 1989).
Directness
* Usage of Directives (Write this down) and Judgmental Adjectives (Its good to). (Gudykunst & Ting Toomey, 2000)
November 2009
3.5
Means
2.5
November 2009
Vagueness
Straightness
Means
5 4 3 2 1 0
UK Spain
ce s
ns if ie
es ti o
ct iv es
ed g
en
R ef er
ir e
In te
Q u
Statistical tests: T-test and Logistic Regression, using Region as DV and Language Features as predictors.
"I
"
Ju d
A d
je ct
es
ns
rs
November 2009
Conclusions
Findings partially corroborated predictions: a screen-usage of Audio/Video Clips Streaming as well as usage of Intensifiers and Questions in language were more frequent in profiles from Spain. On the other hand, a more usage of Hedges, Directives, Judgmental Adjectives and personal (I) references were found in profiles from the United Kingdom. British users tend to use a more direct and personal communication style. Spanish users prefer streaming exchanges and the usage of a more indirect communication style. There may already exist a significant cultural influence on Myspace users communication style, when they come into interaction with another users through this asynchronous CMC. Future research will considerate the influence of communication styles on social behavioural confirmation between users with different cultural backgrounds.
November 2009
Senders
Receivers
November 2009
Salvador Alvdrez
Department of Sociology and Communication University of Salamanca salvidrez@usal.es mr.alvidrez@gmail.com
November 2009
40 35 30 25 20 15 10 5 0 14,05 30,61
39,74
Spain UK
16,5
Men
Women
Statistical tests: ANCOVA test using word count, gender and age as covariates.