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...

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Autores principales: Jacqueline Urakami, Nan Qie, Xinyue Kang, Pei-Luen Patrick Rau
Formato: article
Lenguaje:EN
Publicado: Elsevier 2021
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Acceso en línea:https://doaj.org/article/d88057a60f904b1999eca0e3eb5b7a72
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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
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