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The goal of this article is to explore the manifestation of culture in language usage posted by McDonald’s Facebook site operators and the accompanying replies posted by fans on the sites in Taiwan and the USA, utilizing the collectivism-individualism dimension suggested by Hofstede’s model of culture. Data were gathered from the whole year of 2012 on the official McDonald’s Facebook sites in the two countries. A semantic network analysis tool, Wolfpak, was used to analyze the words generated from the postings written by Facebook site operators and fans. In general, the study found support for cultural differences through word usage from official McDonald’s Facebook site operators and fans between Taiwan and the USA. It appeared that Taiwanese Facebook culture is characterized with the creation of a “we-identity”, with dependence more on people in authority, and a focus on money and materialism;whereas American Facebook culture is characterized with an “I-identity”, with less dependence on people in authority, and more focus on self-interests.
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篇名 Online Conversations: A Semantic Network Analysis of Cultural Differences in Conversations on McDonald’s Corporate Facebook Sites between Taiwan and the USA
来源期刊 电脑和通信(英文) 学科 医学
关键词 Collectivism/Individualism Network Analysis FACEBOOK
年,卷(期) 2015,(6) 所属期刊栏目
研究方向 页码范围 94-106
页数 13页 分类号 R73
字数 语种
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研究主题发展历程
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Collectivism/Individualism
Network
Analysis
FACEBOOK
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引文网络交叉学科
相关学者/机构
期刊影响力
电脑和通信(英文)
月刊
2327-5219
武汉市江夏区汤逊湖北路38号光谷总部空间
出版文献量(篇)
783
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0
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0
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