Communication Across Cultures: the Case of Snapchat and South Korea

Sif Alberte Andersen, Nikoline Juul Pedersen, Maiken Hollænder Larsen & Eugenio Maria Capuani

Studenteropgave: Bachelorprojekt


This project sets out to gain an understanding of the way in which South Koreans, especially young South Koreans, perceive and use social media applications. This is done through the lens of intercultural communication. The contextual model of intercultural communication by James W. Neuliep is the main theoretical framework within this paper. An overview of the relevant cultural and historical context is given in order to gain an insight into the various nuances of the country in question, and how these factors play a role in the way people understand social media applications. Following this section is an analysis of the qualitative data, which is centered around single interviews conducted with five young South Koreans residing in Denmark.
Relevant information is extracted from the qualitative data and analysed using Neuliep’s model, as well as the cultural and historical elements outlined previously.
The findings of the analysis are then used throughout the discussion as material to advance the understanding of the topic by trying to apply this knowledge in more practical terms.
The material suggests that South Koreans are influenced by elements of collectivism and Confucianism in various aspects of their lives, which is evident in their perception of online social media. Understanding the influence of cultural traits and the way in which they manifest themselves throughout communication are essential when creating useful communication across cultures.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato28 maj 2017
Antal sider45