Does culture matter in computer-mediated communication? A cross-cultural content analysis in MySpace

The purpose of this paper is to analyze cultural context influence on the communication style of users of MySpace, the popular social network site (SNS). Based on the high/low context communication paradigm, a content analysis was carried out over 517 profiles in Spain and the United Kingdom. Variables of diacritic aspects on message exchange, such as graphic features, straightness social power on language, and individualist or collectivist identities assumed by users were considered and analyzed. Findings showed more usage of streaming audio/video clips, as well as linguistic hedges, intensifiers, and tag questions in profiles in Spain (high-context communication) than in the UK. Conversely, more linguistic directives, judgmental adjectives, and "I" references were found in profiles in the UK (low-context communication). These results lead to the conclusion that there may exist a significant influence of the cultural context in technology-mediated exchanges, specifically in social media communication.