Culturally-Grounded Analysis of Everyday Creativity in Social Media

Abstract

In deploying social media and other information technologies often not designed with MENA (the Middle East and North Africa) cultures in mind, users generate creative approaches to self-representation using virtual identities while preserving their cultural values. To understand and further empower such approaches, we present a mixed-method of computational and qualitative study, focusing on Qatar as a case of such communities in the MENA region. We analyzed a dataset of over 42,000 publicly available social media profiles using computational approaches (archetypal analysis) and qualitatively analyzed a separate set of 255 profiles. We augmented our descriptions with semi-structured interviews. As a result, we delineate a set of five needs/values exhibited by Qatari users supporting their creativity in effectively using virtual identities: Khaleeji features, self-expression, social connections, social monitoring, and physical and virtual identity contrasts. Finally, we propose an initial set of guidelines to support developers of virtual identity systems in better serving these users while preserving their cultural values and creative agency.