CULTURAL DIFFERENCES IN NETWORK COMMUNICATION - ANALYSIS ON THE BASIS OF COMMUNICATION BEHAVIOUR IN A HIGH-CONTEXT AND LOW-CONTEXT CULTURE

Grażyna Piechota

Abstract


The problem of cultural differences has been the subject of scientific research for many years. Particular importance was given to this issue in the context of analysis of cultural dissimilarities in the light of globalisation processes that influence unification, including in particular cultural unification. At the same time, rapid development of new media, particularly social media, influences the way of communication, mainly of younger users, thus supporting the processes of cultural unification. The considerations made in this article refer to the analysis of behaviour that in network communication accompanies the representatives of a low-context culture (German students), a high-context culture (students from Kiev) and Polish students, who in their behaviour are identified as the representatives of features attributed to both a high-context and a low-context culture, according to the typology proposed by Geert Hofstede. The text indicates at the most important cultural differences that occur in network communication and that are identified in attitudes and interactions of students, at the same time also marking similarities in communication behaviour of representatives of different types of cultures. The following text and the research results included in it are part of the stream of analyses of the social media influence on the processes of cultural unification and cultural change that occur in digital reality, including pointing to the possibilities for the use of new media to strengthen social processes connected with multiculturalism.



Keywords


social media, cultural identity, communication behaviour, high-context culture, low-context culture.

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DOI: http://dx.doi.org/10.17349/jmc117307

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