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Social media have been growing rapidly in recent years thanks to the innovations of social networking sites (SNS) such as Facebook and Twitter, both of which originated in the United States. Currently, SNS and other social media have become global phenomena. This report aims to study the features of SNS that prosper in the U.S., Japan, and China. Through a comparative analysis of the similarities and differences among the top SNS players in each of the three countries, it is possible to identify unique characteristics of each nation’s social networking landscape. The SNS market in the U.S. is relatively mature, while the social networking population is growing in Japan and China. However, contrary to the expectations of some, the Japanese and Chinese social networking landscapes appear to be quite different from one another with regard to SNS usage, despite Japan and China’s similar cultural backgrounds and geographical proximity. / text

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As the name suggests and according to the developers’ intention, Social Networking Sites (SNS) are designed as tools for users to make friends and express themselves. However, the usage of SNS apparently goes beyond these aspects with more plurality and possibilities unforeseen by their conceivers. Much evidence shows that communicating about the environment and nature on social networking sites is a prominent phenomenon. However, few researchers have shed light on the individual use of SNS for environmental communication. Individuals in both China and Sweden generate, seek, disseminate and discuss environmental news and information on SNS. This exploratory study employs qualitative methods to examine this practice and compares the differences and similarities between Chinese and Swedish individuals in terms of environmental communication. Focusing on motivation and engagement, the study explains and describes why and how individuals in these two countries are engaged in environmental communication. The study also examines the social and political implications of this phenomenon by discussing the relationship among new technology, communication and social changes.

Submitted by Bruno Park (bruno.park01@gmail.com) on 2015-02-13T12:52:16Z No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-02-13T12:53:02Z (GMT) No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) / Made available in DSpace on 2015-02-13T15:23:39Z (GMT). No. of bitstreams: 1 TESE_FINAL11.pdf: 3121448 bytes, checksum: 9d3de2dae360f0e8f942fbd10119eeed (MD5) Previous issue date: 2015-01-23 / With the increasing importance of digital communication and its distinct characteristics, marketing tools and strategies adopted by companies have changed dramatically. Among the many digital marketing tools and new media channels available for marketers, the phenomenon known as social media is one of the most complex and enigmatic. It has a range that still is quite unexplored and deeply transforms the present view on the promotion mix (Mangold & Faulds, 2009). Conversations among users on social media directly affect their perceptions on products, services and brands. But more than that, a wide range of other subjects can also become topics of conversations on social media. Hit songs, sporting events, celebrity news and even natural disasters and politics are topics that often become viral on the web. Thus, companies must grasp that, and in order to become more interesting and relevant, they must take part in these conversations inserting their brands in these online dynamic dialogues. This paper focuses on how these social interactions are manifested in the web in to two distinct cultures, Brazil and China. By understanding the similarities and differences of these cultures, this study helps firms to better adjust its marketing efforts across regions, targeting and positioning themselves, not only geographically and culturally, but also across different web platforms (Facebook and RenRen). By examining how companies should focus their efforts according to each segment in social media, firms can also maximize its results in communication and mitigate risks. The findings suggest that differences in cultural dimensions in these two countries directly affect their virtual social networking behavior in many dimensions (Identity, Presence, Relationships, Reputation, Groups, Conversations and Sharing). Accordingly, marketing efforts must be tailored to each comportment and expectations. / Com o aumento da importância da comunicação corporativa no meio digital e suas distintas características, ferramentas e estratégias de marketing adotadas por empresas mudaram dramaticamente. Entre as inúmeras ferramentas digitais e novos canais de mídia disponíveis para executivos de marketing, o fenômeno conhecido como mídias sociais está entre as mais complexas e enigmáticas. Mídias Sociais ainda possuem uma capacidade que ainda é imensamente inexplorada e atualmente transforma a perspectiva de executivos no marketing mix (Mangold & Faulds, 2009). Conversas entre usuários de mídias sociais afetam diretamente suas percepções quanto a produtos, serviços e marcas. Entretanto, um leque de outros temas também podem se tornar tópicos de conversas em mídias sociais. Música, esportes, celebridades e até mesmo desastres naturais e política podem se tornar virais na web de acordo com suas dimensões culturais. Por isso, é imperativo que empresas se engajem nessas conversas introduzindo suas marcas para que se tornem ainda mais interessantes e relevantes. Esse estudo foca-se em como essas interações sociais são manifestadas em duas distintas culturas (Brasil e China) ajudando executivos de marketing a entender como semelhanças e diferenças culturais afetam suas ações de marketing em diferentes regiões e plataformas sociais (Facebook e RenRen). Examinando como empresas deveriam focar suas ações de marketing de acordo com cada segmento, elas podem maximizar resultados e mitigar riscos em suas estratégias de comunicação. Evidências desse estudo sugerem que diferenças em dimensões culturais entre esses dois países diretamente afetam seus comportamentos em mídias sociais em diversas dimensões (Identidade, Presença, Relacionamentos, Reputação, Grupos, Conversas e Compartilhamentos). Por isso, ações de marketing devem ser personalizadas de acordo com cada comportamento e expectativas.

Cette recherche a pour objet de comparer l’identité numérique et les particularités du langage écrit interactif dans des contextes numériques différents. Quelle est la différence entre l’identité numérique de ces deux réseaux sociaux numériques dont l’un est tellement utilisé dans le monde entier (à part quelques pays comme la Chine) et l’autre principalement par les Chinois? Et est-ce que l’identité numérique de la même personne s’exprime pareillement sur ces deux réseaux sociaux numériques ? Comment les utilisateurs s’expriment et interagissent-ils avec différents amis sur les réseaux sociaux numériques différents? Les interactions écrites dans un contexte numérique peuvent-elles manifester des aspects émotionnels? Afin d’éclairer nos questions, la recherche se focalise sur une étude comparative de l’identité numérique, des interactions écrites et des émotions exprimées dans les interactions sur les deux réseaux sociaux numériques. L’analyse des données permet de repérer aussibien les phénomènes d’ordre linguistique que ceux d’ordre social et émotionnel. Des entretiens et des questionnaires viennent éclairer l’analyse du vécu et du ressenti des sujets étudiés. Ce travail tente donc à travers la description de l’utilisation des Facebook et Renren par quatre étudiants chinois nouvellement arrivées en France de mieux comprendre les particularités de l’identité numérique et des échanges interactifs de chacun de ces réseaux sociaux numériques. / This research aims at comparing digital identity and nature of the peculiarities of interactive written language on two digital social networks (Facebook and Renren). We are interested in the difference between the digital identity of these two digital social networks, one is worldwide used (except a few countries such as China) and the other is mainly used by the Chinese. Is that the digital identity of one person is also the same on these two different social network sites? How the users interact and express vis-à-vis different friends in different digital context? Can the online interactions manifest emotional aspects? In order to respond to these problems, this research questions the digital identity and their function in the identity construction, the relational and social aspects of online interaction, the types of emotions expressed in the online interactions, and the role of emoticon in the expression of emotions of these two digital social networks. The data analysis enables to identify the linguistic, social and emotional phenomena in online interactions of the corpus of study. Interviews and questionnaires clarify the analysis of the experience and the feeling of the different actors. So throughout the description of case use of Facebook and Renren by four newly arrived Chinese students in France, this work attempts to better understand the features of digital identity and interactive exchange of these two digital social networks.