Abstract
Taking a culture-centered approach within the uses and gratifications theoretical framework, a quantitative content analysis was conducted to analyze the support messages of two online message boards: the Dear Baby message board created and moderated mainly by overseas Chinese prenatal and postnatal women, and the BabyCenter message board created and moderated mainly by USAmerican prenatal and postnatal women. Both similarities and differences of the two message boards were identified in message type (seek or give support), content, support type and support behavior. Constructed narratives were produced to qualitatively analyze the voices within the context of both USAmerican and overseas Chinese online communities. The results can help researchers and practitioners to better understand how cultural characteristics of Chinese and USAmerican groups influence the patterns of women’s online social support seeking/giving behaviors, enabling them to customize specific communication programs and services to meet the needs of members of those two cultural groups.
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