共同研究

２．未来の学園都市-日本人と外国人のツイッターの使用特性に関する分析を活用した学園都市のソーシャルメディアのあり方-

研究者一覧

研究者 所属大学
代表者 Adam Acar　准教授 神戸市外国語大学
松田　陽子　教授 兵庫県立大学

研究発表テーマ

未来の学園都市-日本人と外国人のツイッターの使用特性に関する分析を活用した学園都市のソーシャルメディアのあり方-

研究概要

Summary of the Findings

This study was conducted to answer this simple question:“can cultural values explain global social media use?”Along with cultural dimensions introduced by past studies we also added several demographic, socio-economic and personality variables into this study that generated quite interesting findings. We found that there are low levels of suicide, more happiness and more corruption in societies that use social media heavily. Some other findings also indicated that conservative and collectivistic countries use social media more often than do individualistic and developed countries. In the same line, GDP per capita and median age were negatively related with social media use. Self-esteem stood out as important variable related to social media use intensity along with emotional expressiveness, openness and conscientiousness. Contrary to the common view, nation-level social capital achievement was negatively related with social media use and there was absolutely no relationship between high-context and low-context communication characteristics and local social media use. Schwartz’s cultural dimensions and the results of the GLOBE study accounted for a considerable amount of variation in country-level social media use where Hofstede’s and Trompenaars’ cultural dimensions were insignificant. Since most of the cultural values failed to xplain the intensity of social media use, we also developed a cross-cultural online communication framework called cross-cultural self and others’worth.

Although this paper was not written to develop a cross-cultural social media communication framework we were quite disappointed to see how some popular theories failed to explain this important phenomenon. Inspired by this graph, we thought it’s better for researchers to focus on the dimensions of Schwartz. Since it is difficult to combine all five of Schwartz’s dimensions, we focused on the one that had the highest positive relationship with social media: conservatism. According to Schwartz, conservatism is very similar to collectivism (group and other orientation) with some emphasis on traditions. We also thought the predictive power of conservatism can be strengthened by a personal trait like self-esteem which also explained a huge amount of variation in social media as illustrated by figure 4. After all “self-esteem” can play a differentiating role between collectivistic countries that use social media heavily (e.g. Argentina, Mexico, etc.) and East Asian countries that have the lowest usage rates (e.g. Japan, Korea, etc.).

As a first step we plotted conservatism against self-esteem and tried to understand what kind of relationship there is between these two variables globally. Dividing the graph into 4 quadrants helped us better understand how each group of countries may behave online. Obviously in some countries people think others are more important than them and in some countries people think others are less important. Based on this graph we concluded that there is no country with low self-esteem and low collectivism and only countries that were influenced by Confucianism (China, Japan, Hong Kong, Taiwan, etc.) have low self-esteem and high collectivism.

Global Self-esteem Values Plotted against Conservatism Index Scores fig.1 Global Self-esteem Values Plotted against Conservatism Index Scores

To confirm if conservatism (group orientation) and self-esteem (self-worth) can predict nations’ social media use, we created a new interaction variable (conservatism multiplied by self-esteem) and once again plotted the data. As can be seen below, there was a perfect relationship between self-esteem-conservatism and social media use.

Self-Esteem, Conservatism and Global Social Media Use fig.2 Self-Esteem, Conservatism and Global Social Media Use

Encouraged by the perfect relationship between self-esteem/conservatism and global social media use we thus propose a new cross-cultural online communication framework called Cross-cultural Self and Others’ Worth which divides the world into three regions based on the perception of one’s own self value and the value of his/her social group. As explained in the table below, these three regions are a) East Asia countries that are influenced by Confucianism (Japan, Korea, Hong Kong, China, Taiwan, and Singapore), b) Western Countries (English speaking countries and most of Europe) and c) the rest of the world (particularly Latin America, the Middle East, Eastern Bloc Countries, South East Asia and Africa). However, readers should note that the following table is not directly based on the findings of this study but a derivation of Nisbett’s work and our literature review on how different countries use social media. This framework hasn’t been tested yet.

Cross-cultural Self and Others’ Worth Framework

Group I
Low self-esteem and high conservatism		 Group II
High self-esteem and low conservatism		 Group III
Low self-esteem and high conservatism
Example:
Japan, Korea, Hong Kong, China, Taiwan and Singapore.		 Example:
Germany, France, Netherlands, Italy, Portugal, Spain, etc.		 Example:
Turkey, Egypt, Israel, Mexico, Argentina, Malaysia, Indonesia, Poland, etc.
  • Not confident about his/her own content
  • Careful about not bothering others online
  • Thinks that others may not care about him/her
  • Not comfortable expressing personal opinions publicly
  • Suppressses his/her (positive or negative) emotions
  • Does not care much about being popular online
  • Confident about own content
  • Concerned about self-image
  • Emotionally expressive
  • Comfortable expressing personal opinions publicly
  • Would like to be popular online
  • Not so interested about sharing community/group related messages
  • Not so concerned/curious about what everybody is up to
  • Confident about own content
  • Concerned about self-image
  • Emotionally expressive
  • Comfortable expressing personal opinions publicly
  • Would like to be popular online
  • Interested in sharing community/group related messages
  • Concerned/curious about what everybody is up to

… Our analyses have shown that culture is directly related with country-level social media use which may also be related with country-level self-esteem, pace-of-life, happiness, suicide rates, GDP per capita, median age and corruption. The findings indicated that in countries where people use social media heavily there is low suicide, high corruption, low GDP, high self-esteem and high respect for traditions. At the same time societies with low social media use rates tend to be older, less emotionally expressive, less happy, score low on openness and conscientiousness, have higher GDP and higher social capital. We observed that Schwartz’s cultural dimensions, the Globe study and the World Value Survey successfully explained more than 25% of the variation in the global social media behavior. On the other hand, Hall`s high-low context communication theory was totally ineffective. We believe this is mostly because Hall grouped East Asian nations–who don’t want to bother others online, who don’t want to show their emotions publicly and who relatively have low self-esteem– the same way as Arabs and Latin Americans who have relatively high self-esteem and who are emotionally expressive. Similarly, Trompenaars’ dimensions could not explain social media use intensity in different countries perhaps because of the business aspects of the dimensions. That is why we introduced the cross-cultural self-versus others’ worth framework that can contribute significantly to the future cross-cultural social media use studies. (Taken from Culture, Corruption, Suicide, Happiness and Global Social Media Use).


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阪神淡路大震災資料集

神戸芸術工科大学
神戸市外国語大学
兵庫県立大学
流通科学大学
神戸市立工業高等専門学校
神戸市看護大学

加盟大学

神戸芸術工科大学
神戸市外国語大学
兵庫県立大学
流通科学大学
神戸市立工業高等専門学校
神戸市看護大学