Characteristics of Culture in Thai Society and Virtual Communities
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Nov 21, 2013
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Culture Thai society Virtual community
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Abstract
This study investigated the extent to which cultural characteristics of Thai society are evident in internet based virtual communities. Cultural characteristics were assessed using six dimensions of culture proposed by Hofstede and data collected by a questionnaire posted at web sites which satisfied the characteristics of a virtual community. Responses were obtained from a sample of 432 members of the target population of Thai individuals who were at least 18 years of age and were active in these virtual communities for at least an average of seven hours each week. It was found that three of the dimensions of culture (Individualism, Masculinity, and Indulgence) were significantly more evident in Thai society than in the context of a virtual community with no significant differences for the other three dimensions (Power Distance, Uncertainty Avoidance, and Long Term Orientation) although there were a few components associated with these other three dimensions which were significantly more evident in one or the other of the different contexts. Given that Individualism, Masculinity, and Indulgence are not strong characteristics of Thai society it was concluded that the culture experienced in a virtual community was compatible with that experienced as a member of Thai society and based on the few differences that were found practical recommendations were made for bringing the culture of a virtual community into closer alignment with that of Thai society.
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References
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Hargittai, E. (2007) Whose Space? Differences Among Users and Non-Users of Social Network Sites. Journal of Computer-Mediated Communication, 13(1): 276-297.
Hermeking, M. (2005) Culture and Internet Consumption: Contributions from Cross-Cultural Marketing and Advertising Research. Journal of Computer-Mediated Communication, 11(1): 192-216.
Hewling, A. (2005) Culture in the Online Class: Using Message Analysis to Look Beyond Nationality-Based Frames of Reference. Journal of Computer-Mediated Communication, 11(1): 337-356.
Hiltz, S. R. and Wellman B. (1997) Asynchronous learning networks as a virtual classroom. Communications of the ACM, 40(9): 44-49.
Hofstede, G. (1980) Culture’s Consequences: International Differences in Work Related Values. Cross-Cultural Research and Methodology Series: Sage Publications, Abridged Edition 5.
Hofstede, G. (1983) The cultural relativity of organizational practices and theories. Journal of International Business Studies (pre-1986); ABI/INFORM Global, 14(2): 75-89.
Hofstede, G. (1984) Culture’s Consequences: International Differences in Work Related Values. Beverly Hills, CA: Sage Publications.
Hofstede, G. (1990) Cultures and Organizations: Software of the Mind. New York: McGraw-Hill.
Hofstede, G. (1991) Cultures and Organisations: Software of the Mind. New York: McGraw-Hill.
Hofstede, G. (1996) Riding the Waves of Commerce: A Test of Trompenaars’s “Model” of National Culture Differences. Intercultural, 20(2): 189-198.
Hofstede, G. (1998) Masculinity and Femininity: The Taboo Dimension of National Cultures. Cross-Cultural Psychology Series, Sage Publication.
Hofstede, G. (2001) Culture’s Consequences: Comparing Values, Behaviours, Institutions and Organisations Across Nations, Second Edition, Sage Pubications.
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