How cultural background affects on the use of SNS

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comparison among Cyworld, Twitter, and Facebook

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How cultural background affects on the use of SNS

  1. 1. Home<br />How Cultural Background Affects The Use of Social Networks<br />Focused on Korea and North America’s SNS sites<br />
  2. 2. Profile<br />Introduction<br />What Is SNS?<br />The Purpose of This Research<br />B. Theoretical Frameworks<br />The Procedure of this research <br />Individualism vs Collectivism<br />Face Culture & Self-presentation Theory<br />C. Statistics about the Number of Users in SNS<br />Facebook<br />Twitter<br />Cyworld<br />
  3. 3. Profile<br />D. Distinctive Features of Each SNS<br />User Interface<br />A virtual market for decorating a web page<br />Showing trace of communication<br />Applying the Theories to the Features of Each SNS & Users’ Behaviour in Using SNS<br />Cyworld<br />Facebook & Twitter<br />Limitation of applying theories<br />Conclusion<br />
  4. 4. Profile<br />Introduction<br />What Is SNS?<br />The Purpose of This Research<br />
  5. 5. Account<br />More than 200 SNS sites on the Internet<br />
  6. 6. Account<br />What is SNS?<br />Communicating with people <br />from off-line social network<br />Sharing information <br />with people<br />
  7. 7. Account<br />
  8. 8. Profile<br />Theoretical Frameworks<br />The procedure of this research <br />Individualism vs Collectivism<br />Face Culture & Self-presentation Theory<br />
  9. 9. Account<br />The procedure of this research<br />Theories about<br />Cultural differences<br />All distinctive features & Users’ behaviours<br />
  10. 10. Account<br />Individualism vs Collectivism<br />(Hofstede, 2001)<br />?<br /><ul><li> Loosely associated individuals
  11. 11. Giving priority </li></ul> to their personal goals <br /><ul><li> Closely associated individuals
  12. 12. Giving priority </li></ul> to the goals of their groups<br />
  13. 13. Account<br />Face Culture & Self-presentation Theory<br />AMERICAN<br /><ul><li> An image of success </li></ul> and ability to achieve their jobs<br /><ul><li> Independence</li></ul>KOREAN<br /><ul><li> An image of observing norms, </li></ul> or signifying their social status<br /><ul><li> Interdependence</li></ul>FACE<br />An ideal or desired image <br />of a person wants to be seen<br /> by others<br />(Ting-Toomey, 1988)<br />(Kil-Ho Kang , 2004)<br />
  14. 14. Account<br />Face Culture & Self-presentation Theory<br />(Hofstede, 2001)<br />What do other people think about me?<br />
  15. 15. Profile<br />Statistics about <br />the Number of Users in SNS<br />Facebook<br />Twitter<br />Cyworld<br />
  16. 16. Account<br />
  17. 17. Profile<br />Distinctive Features <br />of Each SNS<br />User Interface<br />A virtual market for decorating a web page<br />Showing trace of communication<br />
  18. 18. Account<br />Facebook & Twitter<br />All information is shown <br />on the main page<br />
  19. 19. Account<br />Cyworld<br /><ul><li> A web page of a pop-up form
  20. 20. There is no section for gathering all information</li></li></ul><li>Account<br />A virtual market for decorating a web page<br />Facebook  Closed<br />Users can buy images or songs from a virtual market<br />Cyworld  80% of the total company’s revenue<br />Twitter  Free of Charge<br />
  21. 21. Account<br />Showing trace of communication<br />Cyworld<br />Facebook & Twitter<br />Showing trace of communication<br />Users don’t know how many people <br />have seen their profile pages<br />Not showing trace of communication<br />Showing how many visitors <br />a user has got per day or as a total<br />
  22. 22. Profile<br />Applying the Theories <br /> to the Features of Each SNS & Users’ Behaviour in Using SNS<br />Cyworld<br />Facebook & Twitter<br />Limitation of applying theories<br />
  23. 23. Account<br />Collectivism<br />Face Culture<br />Self-Presentation<br />A virtual market<br />Showing the number of visitors<br />
  24. 24. Account<br />A virtual market<br />Individualism<br />Face Culture<br />
  25. 25. Account<br />Limitation of applying theories<br />SNS = Collectivism ?<br /> Each SNS represents each cultural background?<br /> Theoretical Frameworks are broaden enough <br />to explain phenomenon in society ?<br />
  26. 26. Profile<br />Conclusion<br />
  27. 27. Profile<br />Questions <br />

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