Sri Maya TamanaiCRS 400

Research Project

ARE CULTURAL VALUES EVIDENT THROUGH SOCIAL

MEDIA USAGE BETWEEN INDONESIAN AND AMERICAN

FACEBOOK USERS?

This study aims to investigate the manner in which cultural contexts affect the social media participation on Facebook between American and Indonesian users and to examine if cultural differences influence the way users communicate through social media and whether or not these cultural distinctions are evident in their social media behavior.

RESEARCH OBJECTIVE:

According to research, social networking sites persuade millions of users each day to adopt specific behaviors.

Facebook is designed to be more persuasively “assertive and mechanistic”, and made for users to achieve goals such as “create profi le pages, invite friends, respond to content by friends and returning to site often.”

It constructs the way we interact with peopleGiven that most of the social web have been

designed around the US cultural context, a lot of it’s functions and features were designed to appeal and correlate to the contexts of American culture.

BACKGROUND:

In essence, Facebook is made for a highly individualistic culture and constructs the way people interact with one another.

Therefore…

Do Indonesian users adopt to the individualistic culture embedded in social media?

Observation: An examination of the Facebook profiles of five people

from Indonesia and the US A multi-case study of photos and statuses posted on the

Facebook profiles of active users posted over a 3-week period 2 female, 3 male for American 3 female, 2 male for Indonesian Age range: 16 – 25

To observe if there are reoccurring patterns in the type of status updates posted by users and if there are similar/general themes

To observe whether or not Indonesians adopt to the individualistic culture embedded in Facebook and if American users utilize the functions/properties designed on Facebook to it’s individualistic potential

METHODS:

RESULTS:DATA #1 – STATUS UPDATES

Status theme

1 Article shares, links- Politics - Current issues- Pop-culture

29/105

2 Personal expression: thoughts, interests and current activity/location

26/105

3 Advertising - Events (concerts, performances,

etc) - Self and business promotion - Awareness issues

23/105

4 Music- Link shares- Song lyrics

14/105

5 Sports- Sports enthusiast opinions - Video links

13/105

Subject A – American users Top 5 recurring status themes and statistic of each recurrence:

Subject B – Indonesian users

DATA #2: PHOTOS:

Types of photos posted on American users vs. Indonesian users:

Indonesian users: - Entertainment seeking- Utilize FB for personal expression- Treats FB status updates like Twitter - Religion is evident through social media use

OBSERVATION RESULTS:

American users:– Use FB as information and entertainment seeking – Utilize FB to communicate and promote something– Use FB as content sharing (music, article links, etc) – Significant boasting, self-promotion evident

According to Hofstede’s cultural dimensions, individualism can be defined as a preference for “a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families.” (Hofstede, 2001) It has to do with whether people’s self image is defined in terms of “I” or “We”.

In collectivist societies, people belong to ‘in groups’ (family) that take care of them in exchange for loyalty.

FINDINGS: INDIVIDUALISM/COLLECTIVISM

Indonesia is known to be a collectivist culture, as family plays an important role in Indonesian values

It’s evident through the photos posted by Indonesian users that individualism is present since there are albums dedicated to themselves, titled ‘me’.

A lot of users post many ‘selfie’ images, and many of the times there will be multiple photos of the user in different angles or locations that were taken the same day.

However, many Indonesian users have albums dedicated to family and significant others, which somewhat show a collectivist nature deep inside.

Although it seems to be that Indonesian users are adapting to the individualistic dimension found in American culture, there are noticeable cultural differences evident between American and Indonesian users.

Hofstede’s cultural dimension of masculine/feminine can be observed between Indonesian and American users.

“Masculinity is seen to be the trait that emphasizes ambition, acquisition of wealth and differentiated gender roles”, while feminine is seen to be the trait that “emphasizes nurture, caring and more fluid gender roles.” (Hofstede, 2001)

MASCULINE/FEMININE

By examining American users status updates, they represent a more masculine culture since a lot of users self-promote themselves, showing an ego-oriented state of mind. Because they self-promote their work and business, they show a sense of ‘live in order to work’.

While the Indonesians users use Facebook as away to self-express, many of their status updates are about life inspiration quotes and religious preaching’s about life, it shows that they present a nurture and caring culture.

Many Indonesian users also post status updates about their friends and loved ones, showing a relationship-oriented culture. For example, one user posted a status wishing a happy one-year anniversary to a friend and this is something that wasn’t seen amongst American users at all.

There seems to be little cultural distinctions in the way Indonesian users participate through Facebook.

They have significantly adapted to the individualistic style embedded in Facebook but utilize it differently.

But because of the way Indonesian users utilize the features on Facebook differently than American users, cultural influences are evident in their social media behavior.

CONCLUSION

Gender and personality play a significant role in examining the social media behavior of Facebook users.

Even though someone is American or Indonesian, their personality type such as introvert or extrovert could affect the way users utilize and express themselves through Facebook.

Additionally, gender roles could affect the type of content posted and shared by both users of each nation.

LIMITATIONS