Cross-Cultural Adaptation: A Content Analysis of Two Chinese Online Media — Mitbbs vs. Wenxuecity

Abstract

Using a content analysis, the study aims to examine cross-cultural adaptation that is demonstrated in people’s online communication. Specifically, it compares and contrasts two Chinese online media, namely Mitbbs and Wenxuecity, both targeting overseas Chinese. The degree of cultural adaptation is revealed in the percentages of U.S. related topics or themes found among the posts in the “living abroad” columns of the two target media as well as the exact levels of intercultural sensitivity that Bennett theorized in his Developmental Model of Intercultural Sensitivity (DMIS). Intercultural sensitivity on the site of Wenxuecity has a greater ripple effect than Mitbbs. Theoretical and practical implications are discussed.

Keywords

Cross-cultural adaptation / (Inter-)cultural sensitivity / Chinese online media / Content analysis

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