超越全球青年文化:YouTube在美国、沙乌地阿拉伯与台湾使用的跨国比较

Mohammad Abuljadail, Michael Harmon, Louisa Ha
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引用次数: 1

摘要

摘要本文考察了文化差异很大的三个主要YouTube市场(美国、沙特阿拉伯和台湾)之间的异同,以检验媒体全球化与全球青年文化的理论,以及国家文化价值观如何影响YouTube的使用。采用Hofstede的文化维度框架来解释影响YouTube视频类型和活动使用的文化差异。我们发现,美国、沙特阿拉伯和台湾在youtube上的节目类型收视率和活动方面的差异大于相似之处。沙特阿拉伯的节目类型收视率的性别差异最大,权力距离最高,其次是男性。沙特阿拉伯在YouTube上的参与度也最高。这项研究的结果使媒体经理和全球营销人员能够制定提供在线视频服务和利用YouTube进行推广的策略,并强调开发推荐算法和其他流行指数(如趋势页面)的重要性。
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Beyond Global Youth Culture: A Cross-National Comparison of YouTube Usage across the United States, Saudi Arabia, and Taiwan
ABSTRACT This paper examines the differences and similarities among three major YouTube markets (U.S.A., Saudi Arabia, and Taiwan) that are culturally very different to test the media globalization and global youth culture thesis and how national cultural values affect YouTube use. Hofstede’s cultural dimension framework was employed to explain the cultural differences in affecting the use of video genres and activities on YouTube. We found more differences than similarities among the U.S., Saudi Arabia, and Taiwan in program genre viewership and activities on YouTubes. Gender difference in program genre viewership was largest in Saudi Arabia with highest power distance and second highest in masculinity. Saudi Arabia also scored highest in engagement activities on YouTube. The results of this study enable media managers and global marketers to develop strategies to provide online video services and utilize YouTube for promotion and underscore the importance of developing recommendation algorithms and other popularity indexes such as the trending page.
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CiteScore
3.10
自引率
5.30%
发文量
12
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