Media Behavior and Culture

  • Marieke de Mooij


Differences in human communication, such as orality and literacy, are reflected in media usage. Cultural dimensions can also explain variation. Newspaper readership varies with wealth and power distance. Heavy TV viewing is found in less wealthy countries. There are even stronger differences in usage of hybrid media such as the mobile phone and the Internet. Wealth and individualism are the determinants of the structure of international hyperlink flows, and social media are used most in collectivistic cultures. On the Internet subjects from low-context cultures search more for information and facts, while subjects from high-context cultures are more interested in social interaction. Worldwide usage, content, and form of social media vary along with culturally defined communication habits. An important difference is with respect to how people present themselves, the degree of self-disclosure, and several psychosocial effects. Predictions of the new media that they would bring democracy around the world have proved wrong.


Mobile Phone Social Medium Internet Usage Power Distance Interpersonal Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Marieke de Mooij
    • 1
  1. 1.Burgh-HaamstedeThe Netherlands

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