Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer

Video-sharing social networking (VS-SN) platforms are a new communication tool especially popular among young people. Goal of our study was to examine the cultural adaptation of kawaii in VS-SN videos and its effect on viewers' social approach motivation to share the content. In a content analy...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Jacqueline Urakami, Nan Qie, Xinyue Kang, Pei-Luen Patrick Rau
Formato:	article
Lenguaje:	EN
Publicado:	Elsevier 2021
Materias:	Video-sharing Social media Kawaii Cross-cultural Cute Social motivation Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
Acceso en línea:	https://doaj.org/article/d88057a60f904b1999eca0e3eb5b7a72
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:d88057a60f904b1999eca0e3eb5b7a72
record_format	dspace
spelling	oai:doaj.org-article:d88057a60f904b1999eca0e3eb5b7a722021-12-01T05:04:15ZCultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer2451-958810.1016/j.chbr.2021.100109https://doaj.org/article/d88057a60f904b1999eca0e3eb5b7a722021-08-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2451958821000579https://doaj.org/toc/2451-9588Video-sharing social networking (VS-SN) platforms are a new communication tool especially popular among young people. Goal of our study was to examine the cultural adaptation of kawaii in VS-SN videos and its effect on viewers' social approach motivation to share the content. In a content analysis of 198 videos from a Japanese and Chinese VS-SN platform we identified two types of kawaii; “confident kawaii” typically found on the Chinese platform and “shy kawaii” typically found on the Japanese platform. These two types of kawaii were then tested in an online experiment comparing young male university students from Japan (n = 107) and China (n = 115). Chinese participants' kawaii ratings were higher for confident kawaii videos compared to Japanese participants’ ratings but no differences were found for “shy kawaii”. Furthermore, kawaii ratings had the highest prediction value for socially oriented behavior. Results of this study help to explain the impact kawaii has made worldwide and its popularity among young people on VS-SN platforms.Jacqueline UrakamiNan QieXinyue KangPei-Luen Patrick RauElsevierarticleVideo-sharingSocial mediaKawaiiCross-culturalCuteSocial motivationElectronic computers. Computer scienceQA75.5-76.95PsychologyBF1-990ENComputers in Human Behavior Reports, Vol 4, Iss , Pp 100109- (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Video-sharing Social media Kawaii Cross-cultural Cute Social motivation Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990
spellingShingle	Video-sharing Social media Kawaii Cross-cultural Cute Social motivation Electronic computers. Computer science QA75.5-76.95 Psychology BF1-990 Jacqueline Urakami Nan Qie Xinyue Kang Pei-Luen Patrick Rau Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
description	Video-sharing social networking (VS-SN) platforms are a new communication tool especially popular among young people. Goal of our study was to examine the cultural adaptation of kawaii in VS-SN videos and its effect on viewers' social approach motivation to share the content. In a content analysis of 198 videos from a Japanese and Chinese VS-SN platform we identified two types of kawaii; “confident kawaii” typically found on the Chinese platform and “shy kawaii” typically found on the Japanese platform. These two types of kawaii were then tested in an online experiment comparing young male university students from Japan (n = 107) and China (n = 115). Chinese participants' kawaii ratings were higher for confident kawaii videos compared to Japanese participants’ ratings but no differences were found for “shy kawaii”. Furthermore, kawaii ratings had the highest prediction value for socially oriented behavior. Results of this study help to explain the impact kawaii has made worldwide and its popularity among young people on VS-SN platforms.
format	article
author	Jacqueline Urakami Nan Qie Xinyue Kang Pei-Luen Patrick Rau
author_facet	Jacqueline Urakami Nan Qie Xinyue Kang Pei-Luen Patrick Rau
author_sort	Jacqueline Urakami
title	Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
title_short	Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
title_full	Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
title_fullStr	Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
title_full_unstemmed	Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
title_sort	cultural adaptation of “kawaii” in short mobile video applications: how the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer
publisher	Elsevier
publishDate	2021
url	https://doaj.org/article/d88057a60f904b1999eca0e3eb5b7a72
work_keys_str_mv	AT jacquelineurakami culturaladaptationofkawaiiinshortmobilevideoapplicationshowtheperceptionofkawaiiisshapedbytheculturalbackgroundoftheviewerandthegenderoftheperformer AT nanqie culturaladaptationofkawaiiinshortmobilevideoapplicationshowtheperceptionofkawaiiisshapedbytheculturalbackgroundoftheviewerandthegenderoftheperformer AT xinyuekang culturaladaptationofkawaiiinshortmobilevideoapplicationshowtheperceptionofkawaiiisshapedbytheculturalbackgroundoftheviewerandthegenderoftheperformer AT peiluenpatrickrau culturaladaptationofkawaiiinshortmobilevideoapplicationshowtheperceptionofkawaiiisshapedbytheculturalbackgroundoftheviewerandthegenderoftheperformer
_version_	1718405572441669632

Cultural adaptation of “kawaii” in short mobile video applications: How the perception of “kawaii” is shaped by the cultural background of the viewer and the gender of the performer

Ejemplares similares