Exploring Cross-Cultural Differences in Self-Presentation and Self-Disclosure in Social Networking Sites: A Comparison of Korean and American SNS Users

Abstract

While most of the studies on communication behaviors in SNSs to date have been uni-cultural, which limits the validity and applicability of their findings, this study investigates the influence that culture exerts on social relationships and interpersonal communication in SNSs in two diametrically different cultural contexts, the U.S. and Korea. Findings from the survey data demonstrated that Koreans (i.e., members of collectivistic cultures) were concerned more about self-presentation in SNSs than Americans (i.e., members of individualistic cultures). Regarding users’ self-disclosure in SNSs, the results demonstrated that Koreans were generally less likely to disclose their personal information, yet more likely to disclose themselves with greater depth than Americans.