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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:  23 focus more on ―Reading News Feed,‖ ―Visiting and reading friends‘ Walls,‖ ―Reading others‘ comments,‖ and ―Making comments,‖ rather than updating their personal status. That is, it is more important for them to read about what is on others‘ minds than to express themselves. For this reason, the Korean participants use Facebook as a ―surveillance tool‖ to learn and watch what their friends are doing and to give them feedback: First of all, I check the notifications and see what messages arrived for me. And then I check the News Feed and see what other friends are doing. Most of my Facebook friends are pretty much close friends, not only online but offline. Some of them, however, are closer than others on Facebook. If they post something I make comments or click on a ―like‖ button for them. And then I go to my profile page and check if there are any important messages I missed. I first check the Wall of news feed, and click on what others said and write a comment on that. Then, I visit some Walls of my close friends and see if there are any updates, and then, go to my Wall and check if somebody left any comments for me…I rarely share or publish something about me. I do that when I am very depressed or in some kind of trouble and I need someone‘s advice or their support. But the main purpose for me to access Facebook is to look at what other people posted rather than to share something about me. The second theme was ―Present the social self.‖ This theme is related to their tendencies when posting something on their Wall. The Korean respondents were not likely to share information about their private lives on Facebook. They rather put more value on adjusting, restraining self, and maintaining harmony with others. When they post something on their Wall, they are concerned about what others would think about it. So, Koreans selectively post content that would not make others uncomfortable or annoyed and also not damage their social image or identity:

Authors: Yoo, Jinnie.
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focus more on ―Reading News Feed,‖ ―Visiting and reading friends‘ Walls,‖ ―Reading others‘ 
comments,‖ and ―Making comments,‖ rather than updating their personal status. That is, it is 
more important for them to read about what is on others‘ minds than to express themselves. For 
this reason, the Korean participants use Facebook as a ―surveillance tool‖ to learn and watch 
what their friends are doing and to give them feedback: 
First of all, I check the notifications and see what messages arrived for me. And then I check the 
News Feed and see what other friends are doing. Most of my Facebook friends are pretty much 
close friends, not only online but offline. Some of them, however, are closer than others on 
Facebook. If they post something I make comments or click on a ―like‖ button for them. And then I 
go to my profile page and check if there are any important messages I missed.  
I first check the Wall of news feed, and click on what others said and write a comment on that. 
Then, I visit some Walls of my close friends and see if there are any updates, and then, go to my 
Wall and check if somebody left any comments for me…I rarely share or publish something about 
me. I do that when I am very depressed or in some kind of trouble and I need someone‘s advice or 
their support. But the main purpose for me to access Facebook is to look at what other people 
posted rather than to share something about me. 
The second theme was ―Present the social self.‖ This theme is related to their tendencies 
when posting something on their Wall. The Korean respondents were not likely to share 
information about their private lives on Facebook. They rather put more value on adjusting, 
restraining self, and maintaining harmony with others. When they post something on their Wall, 
they are concerned about what others would think about it. So, Koreans selectively post content 
that would not make others uncomfortable or annoyed and also not damage their social image or 

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