A qualitative analysis of cross-cultural new media research: SNS use in Asia and the West

A qualitative analysis of cross-cultural new media research: SNS use in Asia and the West The purpose of this paper is to examine the use of social network sites (SNSs) from a qualitative methodological approach, looking at both Asian and Western countries. There has been growing interest in systematic analysis of the use of SNSs as such sites have become increasingly popular, global means of self-expression and forming social connections. However, most previous research into SNSs has been based in a single cultural context, with very few cross-cultural studies having been conducted. To address this lacuna, this study compares SNS users in Korea with those in the United States, specifically examining the nature of their SNS social relationships and their attitudes toward self-disclosure via SNS. Using semi-structured focus interviews, our research provides qualitative data-based analysis of the culture-specific effects that new social media has on communication. Our study demonstrates that a qualitative method is useful when examining the cultural differences that appear in online communication behavior designed to establish social relationships and to compose content, and further indicates that cultural differences may have considerable influence on SNS users’ attitudes towards SNSs and on their communication style. This study thus contributes to existing literature by advancing the research into a broader, inter-cultural sphere. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

A qualitative analysis of cross-cultural new media research: SNS use in Asia and the West

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Publisher
Springer Netherlands
Copyright
Copyright © 2012 by Springer Science+Business Media B.V.
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-011-9658-z
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine the use of social network sites (SNSs) from a qualitative methodological approach, looking at both Asian and Western countries. There has been growing interest in systematic analysis of the use of SNSs as such sites have become increasingly popular, global means of self-expression and forming social connections. However, most previous research into SNSs has been based in a single cultural context, with very few cross-cultural studies having been conducted. To address this lacuna, this study compares SNS users in Korea with those in the United States, specifically examining the nature of their SNS social relationships and their attitudes toward self-disclosure via SNS. Using semi-structured focus interviews, our research provides qualitative data-based analysis of the culture-specific effects that new social media has on communication. Our study demonstrates that a qualitative method is useful when examining the cultural differences that appear in online communication behavior designed to establish social relationships and to compose content, and further indicates that cultural differences may have considerable influence on SNS users’ attitudes towards SNSs and on their communication style. This study thus contributes to existing literature by advancing the research into a broader, inter-cultural sphere.

Journal

Quality & QuantitySpringer Journals

Published: Jan 10, 2012

References

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