Cultural Values in Online Communication: Analyzing Linguistic Trends on Instagram

Abstract

This study investigates the relationship between cultural values and linguistic patterns on social media, with a focus on Instagram. The role of social media has evolved from a platform for personal expression to an integral place for cultural, organizational, and business interactions. Acknowledging this change, this research uses Hofstede's Cultural Dimensions Theory as a theoretical framework to gain insight into Instagram user comments on CNN’s posts on global issues. Qualitative content analysis determined key themes that illustrate individualism vs. collectivism and power distance in user comments. Users’ feedback is revealed to be largely influenced by their cultural backgrounds and their choice is made evident through their acceptance or critique of global topics, including same-sex marriage in Greece, the Israel-Palestine conflict, and reproductive rights. The discussions of Greece’s ruling on same-sex marriage feature predominantly cultural acceptance or dissent and the conversation about the Israel-Palestine standoff reveals a powerful majority of empathy or denunciation rooted in cultural background. The reproductive rights discourse takes on a fight for the ideological freedom of women in contrast to cultural norms. This study emphasizes the role of social media in reflecting and also perpetuating cultural values. A detailed understanding of this phenomenon will enable researchers to better understand global communication processes and also anticipate particular global online behaviours. Future research is encouraged to expand this study to additional platforms and in differing contexts, particularly in the global social media platforms.