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首页> 外文期刊>Journal of Computer and Communications >Online Conversations: A Semantic Network Analysis of Cultural Differences in Conversations on McDonald’s Corporate Facebook Sites between Taiwan and the USA
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Online Conversations: A Semantic Network Analysis of Cultural Differences in Conversations on McDonald’s Corporate Facebook Sites between Taiwan and the USA

机译：在线对话：对台湾和美国之间麦当劳公司Facebook网站上对话中文化差异的语义网络分析

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摘要

The goal of this article is to explore the manifestation of culture in language usage posted by McDonald’s Facebook site operators and the accompanying replies posted by fans on the sites in Taiwan and the USA, utilizing the collectivism-individualism dimension suggested by Hofstede’s model of culture. Data were gathered from the whole year of 2012 on the official McDonald’s Facebook sites in the two countries. A semantic network analysis tool, Wolfpak, was used to analyze the words generated from the postings written by Facebook site operators and fans. In general, the study found support for cultural differences through word usage from official McDonald’s Facebook site operators and fans between Taiwan and the USA. It appeared that Taiwanese Facebook culture is characterized with the creation of a “we-identity”, with dependence more on people in authority, and a focus on money and materialism; whereas American Facebook culture is characterized with an “I-identity”, with less dependence on people in authority, and more focus on self-interests.
机译：本文的目的是利用霍夫斯泰德文化模型建议的集体主义-个人主义维度，探索麦当劳Facebook网站运营商发布的语言在使用中的文化表现，以及粉丝在台湾和美国网站上发布的随附回复。数据是从2012年全年开始在这两个国家的麦当劳官方Facebook网站上收集的。语义网络分析工具Wolfpak用于分析从Facebook网站运营商和粉丝的帖子中生成的单词。总体而言，该研究发现麦当劳官方Facebook网站运营商和台湾与美国之间的粉丝通过使用单词来支持文化差异。看来，台湾的Facebook文化的特点是创造了“我们的身份”，更加依赖权威人士，并且关注金钱和物质主义。而美国Facebook文化的特点是“身份”，对权威人士的依赖减少，而更多地关注个人利益。

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