Global Acculturation: A Mixed Methods Study of the Socio-Cultural Implications of Social Media Platforms Focusing on Facebook and Instagram
Author
Zujo, Aida
Term
4. term
Publication year
2020
Pages
81
Abstract
Globalisering og digitalisering har bragt mennesker tættere sammen, så kulturer påvirker hinanden mere direkte. Akkulturation er den proces, hvor mennesker og grupper tilpasser sig nye kulturelle påvirkninger, når kulturer mødes. Denne afhandling undersøger, hvordan sociale medier former akkulturation på tværs af lande og foreslår begrebet global akkulturation. Studiet anvender en mixed methods-tilgang med både spørgeskemaer og dybdegående interviews; interviews udgør hoveddelen af det empiriske materiale og uddyber de sociokognitive (hvordan vi tænker og handler i sociale sammenhænge) og kulturelle konsekvenser af brugen af sociale medier. Teoretisk bygger arbejdet på Sam og Berrys akkulturationsteori (2010) og Social Cognitive Theory of Mass Communication (2001). På baggrund af den empiriske og teoretiske analyse argumenterer studiet for, at sociale medier i dag er den primære kanal, hvorigennem akkulturation finder sted globalt.
Globalization and digital media have brought people closer together, so cultures influence each other more directly. Acculturation is the process by which people and groups adapt to new cultural influences when cultures meet. This thesis examines how social media shapes acculturation across countries and proposes the idea of global acculturation. The study uses a mixed-methods design with surveys and in-depth interviews; interviews provide most of the empirical material and deepen understanding of the socio-cognitive (how we think and behave in social contexts) and cultural effects of social media use. The theoretical framework combines Sam and Berry’s Acculturation Theory (2010) and the Social Cognitive Theory of Mass Communication (2001). Based on the empirical and theoretical analysis, the study argues that social media is now the primary channel through which acculturation occurs at a global scale.
[This abstract was generated with the help of AI]
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