Cross-cultural Comparison in Telepresence of South Korean and U. S. Online Military Strategic Communications
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This study conducted a cross-cultural comparison in measures of interactivity and vividness of South Korean and the U. S. online military strategic communications based on Hall’s high- and lowcontext communication and Hofstede’s power distance and individualism/ collectivism. Considering contradictory literature regarding the influence of culture on the Web, this study examined the applicability of the cultural lens on the technological features of non-commercial Web sites. Surprisingly, South Korean military Web sites used more Internet usermessage interactions(RQ1), more Internet user-online communication practitioner interactions(RQ2), more user to user interactions(RQ3), and even more vividness features(RQ4) than their U. S. counterparts. The one-directional results indicated that the traditional cultural perspectives would not perfectly fit on non-commercial Web sites unlike commercial Web sites.
Abstract
This study conducted a cross-cultural comparison in measures of interactivity and vividness of South Korean and the U. S. online military strategic communications based on Hall’s high- and lowcontext communication and Hofstede’s power distance and individualism/ collectivism. Considering contradictory literature regarding the influence of culture on the Web, this study examined the applicability of the cultural lens on the technological features of non-commercial Web sites. Surprisingly, South Korean military Web sites used more Internet usermessage interactions(RQ1), more Internet user-online communication practitioner interactions(RQ2), more user to user interactions(RQ3), and even more vividness features(RQ4) than their U. S. counterparts. The one-directional results indicated that the traditional cultural perspectives would not perfectly fit on non-commercial Web sites unlike commercial Web sites.
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