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Does culture matter in Computer
Mediated Communication?A Cross-Cultural Content Analysis inMySpace
Salvador Alvdrez & Lifen Cheng
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
Department of Sociology and CommunicationUniversity of Salamanca, Spain
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Hyperpersonal Communication ModelJoseph B. Walther
Senders ReceiversSelf-presentationthrough available
cues
(pictures, text)
Over-atribution of
senders
characteristics
Asynchronous
Channels
(Forums, SocialNetwork
Profiles)
Feedback is based on a selective behavior (Behavioral Confirmation)
Social-Emotion-Oriented Model in Computer-mediated Communication
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
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Asynchronous channel: Social Network Sites
* People can choose a better selection of the messages theysend than in a Face to Face interaction because there is nottime pressure.
* Users can also choose a selective self-appearence throughavailable cues (pictures, text, streaming clips).
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
Cultural Differences on Websites design and Self-presentation:(Wrtz, E., 2005; Faiola, A. & Matei, S.A., 2005; Callahan, E., 2005; Kang, S., 2005)
* Greater usage of images in Collectivist Cultures (High ContextCommunication), in order to provide context.
* Greater usage of text in Individualist Cultures (Low ContextCommunication), in order to provide an accurate information.
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Social Network Profile: MySpace
MySpace has more than 110 million monthly active
usersaround the globe (Facebook has 60 million).(Jan, 2008)
Sources:Techradar(http://techradar1.wordpress.com/2008/01/11/facebookmyspace-statistics)Comscore (www.comscore.com)
The world's most popular social networking siteMySpace is to allow users to make theirinformation available to otherwebsites. BBC NEWS (May, 2008)
Self-presentation box forcommunication style
Feedback Box
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
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Research Questions:
1. Does a cultural influence on the communication style used inMySpace users interactions exist?
2. How does this style differ among users from two differentcultural contexts?
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
Burleson et. al. (1994):Individuals are most likely to have
enjoyable interactions with others and develop relationships ifthey perceive they have similar communication styles.
Edward T. Hall (1959): A mutual understanding is not so difficultwhen two interlocutors share the same social or cultural
background
Social Attraction & Communication Style
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Methodology
* Content analysis of over 517 profiles in Spain and the
United Kingdom.
* Measures of graphic elements were drawn throughexchanges of static and animated pictures as well asaudio/video streaming clips.
Main Predictions:
Cultural differences in graphic elements and text
exchanges in MySpace profiles.* Greater usage of graphic elements in High Contextculture users.
*More direct and personal language in text exchanges in
Low Context culture users.
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
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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 ofDirectives(Write this down) andJudgmentalAdjectives(Its good to). (Gudykunst & Ting Toomey, 2000)
Personal vs Contextual references
* Usage of pronoun I and personal references (Me, Mine, My)and pronoun We and contextual references (Our, Own, Lets).(Cassell & Tversky, 2005; Gudykunst & Ting Toomey, 2000)
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
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Results for usage of graphic elements
SpainUnited Kingdom
4
2
3
Streaming Audio/Video clips
* Static and animated images were not significant predictors of regionmembership.
3.5
2.5
=-.125, Wald=17.35, t(515)=4.66,p
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Results for written language
Usage of language features by regions
0
1
2
3
4
5
6
7
8
9
Hedge
s
Intensifi
ers
Questi
ons
"I"Re
feren
ces
Directi
ves
Judg
Adjec
t
M
eans
UK
Spain
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
Statistical tests: T-test and Logistic Regression, using Region as DV and Language Features as predictors.
Vagueness Straightness
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Conclusions
There may already exist a significant cultural influence on Myspaceusers communication style, when they come into interaction with
another users through this asynchronous CMC.
Findings partially corroborated predictions: a screen-usage of
Audio/Video Clips Streaming as well as usage of Intensifiers andQuestions in language were more frequent in profiles from Spain. Onthe other hand, a more usage of Hedges, Directives, JudgmentalAdjectives and personal (I) references were found in profiles fromthe United Kingdom.
Future research will considerate the influence of communication styleson social behavioural confirmation between users with differentcultural backgrounds.
British users tend to use a more direct and personal communicationstyle. Spanish users prefer streaming exchanges and the usage of amore indirect communication style.
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Senders Receivers
Feedback (Behavioral Confirmation)
Cultural influence on Communication Style
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
Personal and contextual constraints: Education, Social Class, Ethnicity,Race, Topic of communication, Interpersonal relationships
Interaction effects through language accommodationin Computer mediated Communication
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Salvador Alvdrez
Department of Sociology and Communication
University of Salamanca
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
mailto:[email protected]:[email protected]:[email protected]:[email protected]7/29/2019 Presentation Boras
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Results for written language
16th NIC Symposium of Intercultural Communication (University of Boras, Sweden) November 2009
16,5
39,74
14,05
30,61
0
5
10
15
20
25
30
35
40
45
Men Women
Est
imatedMarginalMeans
Spain
UK
Usage of personal (I) references by gender and regions
Statistical tests: ANCOVA test using word count, genderand age as covariates.