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A Qualitative Analysis of How and Why People Use Social Network Sites: A Cross-Cultural Comparison of Korea and the U.S.
Unformatted Document Text:  19 these concepts were not emphasized by the American participants. Only one American participant mentioned that he sometimes logged into Facebook to see what others are doing, but he said it was not his main purpose for using Facebook. By contrast, most of the Korean participants said that they somehow use Facebook for emotional exchange. They tend to be sensitive to the other, take the perspective of the other, and attempt to promote interdependence. That is, by using Facebook, they seek to be supported by their friends and to provide support for their friends. They try to listen carefully to what their friends say and show their concern about it: I usually don‘t post something a lot on the Wall. But when I feel really depressed or am in trouble, I update my status writing how I feel…In that case, I think I somewhat expect others‘ comments. More often than not, my friends‘ comments make me relieved because I can feel their support for me. By clicking on the ―like‖ button or making comments on my friends‘ posts, I express my concern for them. If I don‘t care about them or they are not my friend, why would I react to them? And it can also be a way of increasing the level of closeness with my friends. I mean as I show more interest in or concern for them, it would be more helpful for me to keep close relationship with them. The third motivational theme found for participants with an interdependent view of self was ―To follow global trends.‖ This included the concepts of ―Not to be outdated (―feel globalized‖),‖ ―To have a global network,‖ ―To seek international trends.‖ This theme was observed only from Korean participants while other themes are somewhat related to the motivations with independent self (American participants). Korean participants enjoyed feeling globalized by using Facebook. Seven (out of eleven) Koreans answered that they use Facebook to keep in touch with friends who are not from Korea. They thought Facebook had been a very useful way to develop a more international or global network. In addition, it seemed that Korean

Authors: Yoo, Jinnie.
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these concepts were not emphasized by the American participants. Only one American 
participant mentioned that he sometimes logged into Facebook to see what others are doing, but 
he said it was not his main purpose for using Facebook. By contrast, most of the Korean 
participants said that they somehow use Facebook for emotional exchange. They tend to be 
sensitive to the other, take the perspective of the other, and attempt to promote interdependence. 
That is, by using Facebook, they seek to be supported by their friends and to provide support for 
their friends. They try to listen carefully to what their friends say and show their concern about 
I usually don‘t post something a lot on the Wall. But when I feel really depressed or am in trouble, I 
update my status writing how I feel…In that case, I think I somewhat expect others‘ comments. 
More often than not, my friends‘ comments make me relieved because I can feel their support for 
By clicking on the ―like‖ button or making comments on my friends‘ posts, I express my concern 
for them. If I don‘t care about them or they are not my friend, why would I react to them? And it 
can also be a way of increasing the level of closeness with my friends. I mean as I show more 
interest in or concern for them, it would be more helpful for me to keep close relationship with 
The third motivational theme found for participants with an interdependent view of self 
was ―To follow global trends.‖ This included the concepts of ―Not to be outdated (―feel 
globalized‖),‖ ―To have a global network,‖ ―To seek international trends.‖ This theme was 
observed only from Korean participants while other themes are somewhat related to the 
motivations with independent self (American participants). Korean participants enjoyed feeling 
globalized by using Facebook. Seven (out of eleven) Koreans answered that they use Facebook 
to keep in touch with friends who are not from Korea. They thought Facebook had been a very 
useful way to develop a more international or global network. In addition, it seemed that Korean 

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