Mendoza, Joeanne Nicole L.

B-BSBA003
BOM41 10/26/21
Case 3: Baidu: Social Media and Culture in China
1. Why are the Chinese such heavy users of the Internet?
China has nearly 800 million Internet users, with half of them using mobile devices to browse
the web. Statistics show that Chinese Internet users are roughly twice as likely as US citizens
to post to online forums, publish blogs, or use social media sites to learn about products and
brands, which illustrates why some multinational corporations strongly promote their products
in China through social media. China's use expansion was driven mostly by an increase in the
number of people watching short-form videos, indicating a shift in online interaction. These
people's focus has recently switched from text and photos and toward videos and mobile-
friendly material.
There are two primary reasons why Chinese people are avid internet users. The first is that it
is their way of spending time with their family due to China's one-child policy. China's family-
planning policy in 2016 limited many Chinese couples to having only one child. They are
referred to as "little emperors" since they are the only children born into such a society. As a
result of this, children and teens of a particular age sometimes feel lonely due to a lack of
connection with other adults due to their age difference. As a result, they usually feel pressured
and stressed. Another reason is that, because of the negative effects these have on their mental
health, these individuals like to go online to interact with other young people their age – it
helps them make new friends. In addition, these users also use internet to express similarly to
members of their social groups which provides opportunities for free speech that cannot be
done offline. This could find comfort in the company of others even when they are stressed.
2. What are the characteristics of a collectivistic society such as China?
According to anthropologist Geert Hofstede, China is a collectivistic culture in which people
see themselves as part of a social framework that values tradition, interdependence, and
harmony.
In comparison to the West, Chinese culture values unity and uniformity more. Chinese
individuals chose to reflect their leaders' and old traditions' opinions rather than their own
personal beliefs. Americans, on the other hand, seek independence, prioritizing personal
interests over societal ideals. As a result, China is regarded as a collectivist society, whereas
the United States is more individualistic.
Because of cultural differences, Chinese and American people approach social interactions in
various ways. Chinese people seek a more organized hierarchy when dealing with others.
Chinese elders and men are given more respect within the family, as dictated by ancient
tradition. Americans, on the other hand, prefer a more casual structure. Men and women are
treated equally, and social hierarchies are eliminated.
The Chinese collectivist perspective, on the other hand, develops a society that is supportive
and protective of its people without sacrificing personal independence. Chinese culture has a
particular collective aspect, which is mirrored in their everyday language. These people never
say, "my nation"; they always say, "our country."
Country, guo-jia, is made up of two characters: “state” and “home”, which means “Our
country is home for all of us.” And “all of us”, wo-men-da-jia, contains four characters: we
the big family. “We” and “our” are much preferred to “I” and ”my” in their daily
communications. While the American mindset and society place a greater emphasis on
freedom of choice, they do not strive to give the same amount of interdependent support that
Chinese culture does.
3. In what ways does social media reflect cultural values in China?
With its emphasis on family, relationships, and societal harmony, Chinese culture adheres to
values passed down from Confucius, an ancient Chinese philosopher. In many instances, social
media reflects expressions of the multifaceted elements of Chinese culture, such as how it
allows Chinese to maintain close contact with family members, how children enjoy playing
online games with their parents, and how social ties are especially important in consumer
behavior because the Chinese frequently seek information and advice from their peers about
which product brands and services are socially acceptable to purchase. In addition, Chinese
citizens use social media to express how they are connected to other members of their social
groups.
Furthermore, in a society that emphasizes collectivism, first through Confucian principles and
then through communism, social media platforms allow outlets for self-expression. It provides
nonconformity and free speech opportunities that are typically not available offline.
They may also cultivate guanxi through connecting with people through social media. Guanxi
refers to informal human relationships that emphasize mutual duties and the exchange of
favors. Guanxi has a significant influence on Chinese business, organizational behavior, and
human interactions in general. Businesses and organizations in China are often hierarchical.
People serve many roles in society, as per Confucian philosophy.
Unlike in many Western societies, informal or open communication between employees of
varying ages and positions is discouraged. In China, social media allows people to express
themselves without jeopardizing the rights of others. Mianzi is a Chinese economic value
related to a person's reputation and social standing.
When Baidu and Renren were launched, they were very comparable to their Western
counterparts, Amazon and Facebook. This is possible because China views property rights,
particularly intellectual property such as copyright protections, through a collectivist and
"public interest" lens. Imitation of other people's know-how and technology are typically
acceptable. Copying is not considered immoral or unlawful as long as you are developing
something better and more efficient.
References:
Apple, J. (2020, August 9). Beauty And Its Perceptions: A Deep Dive Into China’s Current

Social Media Landscape | US-China Institute. China USC. https://china.usc.edu/beauty-

and-its-perceptions-deep-dive-china%E2%80%99s-current-social-media-landscape

Zaw, H. (2018) The Impact of Social Media on Cultural Adaptation Process: Study on Chinese

Government Scholarship Students. Advances in Journalism and Communication, 6, 75-

89. doi: 10.4236/ajc.2018.63007.

Yeromiyan, T. (2021, June 30). Guide to Social Media in China | Chinese Language Institute.

CLI. https://studycli.org/chinese-culture/social-media-in-china/