Cyber-Acculturative Factors Influencing Cybercultural Production and Consumption: A Cultural Economic Perspective
Subject Areas : International Journal of Finance, Accounting and Economics Studies
Sholeh Meraji Oskouie
1
,
Kamran Mohamadkhani
2
,
Mohammad Soltanifar
3
1 - PhD Candidate, Department of Media Management, Faculty of Management and Economics, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - Full professor, Department of Higher Education Administration, Faculty of Management and Economics, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 - Associate Professor, Department of Communication Sciences and Knowledge Studies, Faculty of Literature, Humanities and Social Sciences, Science and Research Branch, Islamic Azad University, Tehran, Iran.
Keywords: Cybercultural Production and Consumption, Cyber-Acculturation, Social Media, Cultural Economy,
Abstract :
Purpose: Continuous media exposure to different cultures can influence individuals’ lifestyles, aspirations, needs, consumption patterns, and the production of commodities. As a result of globalization, cultural leveling has raised concerns on the potential diminishment or vanishment of local cultures and businesses. This can have significant impacts on local production, consumption patterns, and ultimately, local and national economies. Hence, this research explored the cyber-acculturative factors influencing cybercultural production and consumption. Design/methodology/approach: We employed a basic qualitative research approach, utilizing Braun and Clarke's approach to thematic analysis for data analysis. Inductive analysis was used to code data and address research questions. Data was collected through two online questionnaires, conducted as interviews with 50 participants: 18 media experts and 32 Instagram users, recruited via expert and convenience snowball sampling techniques. Findings: Four perceived cyber-acculturative factors affecting media consumption and production, and their sub-themes, emerged: Personal Factors, Platform Design Factors, and Socio-Politico-Economic Factors, as well as Influential Groups and Content. Originality/value: This research contributes to the existing literature on economy, especially the (cyber)cultural economy, by introducing the concept of cyber-acculturation and its impact on cultural production and consumption. Additionally, the developed qualitative model can guide governments and businesses in understanding how cyber-acculturation impacts social media users’ content production and consumption, and subsequently, how these changes can shape real market production and consumption trends, and the overall economic landscape.
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