Professional Documents
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Gender Differences in Mediated Communication
Gender Differences in Mediated Communication
1. Introduction
There has been a great deal of researches dedicated to find out gender differences in
the use of technology. All of these studies suggested that men used the Internet more than
women. Specificially, a data from Georgia Tech University's report in 1994 showed that
approximately 95% of the total Internet users were men (Graphics, Visualization & Usability
Center[GVU], 1994), and men were more likely to interested in technology than women
(Comber, Colley, Hargreaves, & Dorn, 1997; Kirkpatrick & Cuban, 1998). Conversely,
others suggested there were no gender differences in the use of mediated communication.
Fallows (2005) reported that the proportion of women online was nearly equal to that of men,
and both men and women used it for diffrent things. In general, the proportion of men and
women using mediated communication would change over time and there is no doubt that
1
there would be difference gender in motivation and how they use the Internet.
This research consists of two main variables: gender and mediated communication
life. It is worth noting that this technology helps people communicate more easily with others
without meeting directly. In the fact, social networking websites (SNSs) have become an
integral medium for communicating within and about interpersonal relationships. Some
studies have focused on the beneficial aspects that social networking sites bring to people's
lives. For instance, SNSs has many benefits benefits such as increased social capital, social
support, and relationship maintenance (Ellison, Steinfield, & Lampe, 2007; McEwan, 2013;
Nabi, Prestin & So 2013). Besides, users expect positive outcomes and often visit SNSs for
relaxation, entertainment, or social connection (Ku, Chu, & Tseng, 2013; Park, Kee, &
Gender differences in mediated communication
Valenzuela, 2009). From there, we can see that the mediated communication use is an
In addition, gender could be the factor that affects the mediated communication use.
The correlation between gender and mediated communication use was based on Social Role
Theory (Eagly, 1987). According to the theory, this text-based style of communication fit
well with the male gender role, which expects men to be agentic, (i.e., to achieve
independence and be task focused). Women, on the other hand, are expected by Social Role
Theory to be more communal (i.e., focused on establishing bonds within social interactions).
To reinforce the accuracy of this theory, Weiser (2000) pointed out that each gender will have
different wants and needs, women tend to use the internet to maintain and focus on
relationships, while men tend to focus on work and research. Many previous studies have
identified the relationship of these two variables, however, there has not been any specific
2 research clarifying this relationship in Vietnam. This has caused many difficulties, hindering
This study was conducted with the purpose of examining temporary differences
between men and women in using mediated communication. Furthermore, this study is a
solid evidence to prove that the previous studies are more accurate and provides a valid
empirical evidence in Viet Nam. Through thus research, businesses can identify the needs
and wants of each gender in the use of intermediary media. From there create applications
that suit each gender and need. If businesses are aware of the need to develop the use of
intermediary media of both sexes, it can increase sales, promote economic development and
help people to exploit more personal preferences to can reduce stress more.
Gender differences in mediated communication
2. Literature view
Mediated communication was defined as communication carried out by the use of any
technical medium for transmission across time and space (Davis, 2000). It can be known as
another form of communication such as fax, e-mail, phone calls, instant message,... Unlike
face - to - face communication, this kind of communication was once highly socially
restricted to users, in particularly, restricted for the most part to textbased, impersonal forms.
This no longer holds true. Some have found that computer-mediated communication (CMC),
which was an emerging communication modality of computer networks in the first part of
21st century, could solve this situation. Computer networks provide an advanced space where
individuals can send data and messages immediately, easily, at low cost, and over long
distances without meeting each other (Hiltz & Turoff, 1978; Williams, 1977).
3
2.2 Gender differences in mediated communication
Most previous studies indicated that there was a gender difference in the use of
mediated communication. Brosnan (1998) showed that men, compared to women, were more
interested in the world of technology and spent more time for online. On the contrary,
women, compared to men, had a negative attitude to technology and they were more likely to
be worried about using it (Comber, Colley, Hargreaves, & Dorn, 1997; Kirkpatrick & Cuban,
1998). This phenomenon had not changed during the last decade even when women had more
chance to access technology (Durndell & Lightbodys, 1993). One explanation for such
gender differences may be the socialization phenomenon of young girls, which represented
for girls were discouraged from many academic pursuits, particularly in math and science
(American Association of University Women (AAUW), 1992). Because of this gender bias,
Weiser (2000) suggested that women may have less access or need for computers than men.
Gender differences in mediated communication
Thus, they were less likely to be attracted to courses and careers where the use of computers
and the Internet were important. Weiser's initial research provided additional evidence to
Overall, the Internet was completely dominated by men in the early days, but then
women gradually closed the gap with men. There was a clear evidence that the usage of the
Internet did not demonstrate the difference between user's gender, however, there was a
contrast in motivation and the way they used the Internet (Fallows, 2005). Women reported
that they used social networking sites mainly for interpersonally oriented such as social
interactiona and relationship maintenance, whereas men reported using more for
entertainment and task-and-information focused activities (Chan, Cheung, Shi, & Lee, 2015;
Guadagno & Cialdini, 2002, 2005, 2007; Guadagno, Muscanell, Okdie, Burke, & Ward,
2011; Muscanell & Guadagno, 2012; Weiser, 2000, 2001). It can be said that women had
4 developed their involvement in the Internet and other forms of mediated communication for
over the course of a few years. These actions made them use e-mail more than men, and in a
richer and more attractive way. For instance, women had a positive attitude toward its
efficiencies and convenience and were more likely to spend most of their online time sharing
stories to friends and family than men did (Fallows, 2005). Men and women both shared an
appreciation for positive effects of e-mail, but women tend to feel more satisfied with the role
e-mail played in their life. Thus, women have embraced and participated in more various
As Fallows (2005) reported above, women and men used the Internet at similar rates,
but men were still more intense Internet users than women. Namely, the report's data
indicated that men, went online more frequently, had faster Internet connections and were
more likely to access the Internet from home. In particularly, men consumed lots of
Gender differences in mediated communication
information by using the Internet more than women due to the fact that they were more
confident in themselves when searching and they were less confused with outside
information. These results are based on gender role expectations, which follow the pattern
established by Social Role Theory (Eagly, 1987). The theory indicates that women use the
Internet and others forms of mediated communication to form and maintain relationships,
while men are focused on independence and competition, which are agentic activities (e.g.,
Social networks have become a global tendency that attracting a lot of participants
from around the world with different backgrounds. In general, users were mostly from young
individuals, typically college students. Therefore, social networks could be considered to play
an important role in the daily life of the younger generation (Lenhart, 2009). Based on the
5
findings of Fallows (2005), women adapted to the changing and evolving of text-based, and
tend to use the Internet and various form of mediated communication as a tool for
maintaining their relationships. For this reason, social networking sites were quick adopted
by women (Mazman & Usluel, 2011), with their first appearance for the purpose of sharing
photos, personal information, videos, profiles and related contents (Ajjan & Hartshorne,
2008).
There has been a large number of studies dedicated to determine gender differences in
the use of social networking sites (Hargittai, 2008; Peluchette & Karl, 2008). For instance,
the total number of Facebook users in both men and women were the same in 2008
(Hargittai, 2008). However, the data then showed that women seem to be using social
networks at a slightly higher rate than men, specifically, men reported holding 43%, while
women reported holding 57% of Facebook users (Taylor, 2009). This change did not stop
Gender differences in mediated communication
there, by the end of 2012, Facebook became extremely popular with the increase of more
than 800 million users - more than entire European (Wilson, Gosling & Graham, 2012). More
recently, the findings by Perrin (2015) also indicated that women used the Internet more than
men. In other words, women tend to be at the forefront of using this technology (Taylor,
2009).
3. Methodology
3.1 Sample
For convenience and accuracy, the sample was randomly selected from various
universities in Ho Chi Minh City, with the age range mostly 18-22. According to statistics,
the number of people accessing the questionnaire was 400, but only 384 people answered and
6 took part in the survey. After screening, the usable data was 376 samples, some data were
deleted due to unidentified gender and unreliable responses. Among them, about 44.4% of
respondents are men and 55.6% are women, and most of them are second-year university
students.
3.2 Procedure
The survey is intended to be conducted directly, which means that participants must
complete the paper survey. However, this method may take a long time to collect samples
randomly. Therefore, we conducted an online survey via Google form. The questionnaire was
posted on academic groups and sent to participants via Facebook Messenger, Zalo, Instagram
Direct, etc. Due to the nature of our confidentiality mechanism, we have no way of
distinguishing the participants through academic groups from the participants through social
Gender differences in mediated communication
networking sites. This is not an important issue because the literature shows that there is no
gender difference in the use of technology at this age regardless of their background.
A pilot survey was conducted with 18 people to consider how well the questionaire
was understood. The questionaire was sent to friends through Facebook Messager, Zalo,
Instagram Direct etc due to limited resources. All of these survey results were not included in
A pilot survey was also sent to a highly qualified lecturer from Ton Duc Thang
7
University. Discussing and drawing experience from the trainers, a pilot survey was
completed based on the evaluation of the trainers. Therefore, we changed the level from 7 to
5 and replaced some of the words in the question so that participants could clearly understand
and give more accurate results. In addition, we provide a number of question options and
change the position of the question so that participants feel more comfortable and easier to
In order to achieve the initial goal, the survey needs to use an appropriate research
method, namely based on customer survey paper that has captured customers' true opinions in
online survey due to objective factors (Covid 19 disease). The questionaire was built through
3.4 Measure
8
Gender differences in mediated communication
4. References
Ajjan, H., & Hartshorne, R. (2008). Investigating faculty decisions to adopt Web 2.0
technologies: Theory and empirical tests. The Internet and Higher Education, 11(2), 71-80.
perceptions, significant others, and the introducer of technology upon computer anxiety in
Chan, T. K., Cheung, C. M., Shi, N., & Lee, M. K. (2015). Gender differences in
Chan, T. K., Cheung, C. M., Shi, N., & Lee, M. K. (2015). Gender differences in
Comber, C., Colley, A., Hargreaves, D. J., & Dorn, L. (1997). The effects of age,
gender and computer experience upon computer attitudes. Educational Research, 39(2), 123–
134.
Durndell, A., & Lightbody, P. (1993). Gender and computing: change over time?.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook
‘‘friends:’’ Social capital and college students’ use of online social network sites. Journal of
6101.2007.00367.x.
Fallows, D. (2005, December). How women and men use the Internet.
<https://www.pewresearch.org/internet/2005/12/28/how-women-and-men-use-the-internet/>
Retrieved 11.15.11.
Guadagno, R. E., & Cialdini, R. B. (2005). Online persuasion and compliance: Social
influence on the Internet and beyond. In Y. Amichai-Hamburger (Ed.), The social net: The
social psychology of the Internet (pp. 91–113). New York: Oxford University Press.
Guadagno, R. E., & Cialdini, R. B. (2007). Persuade him by email, but see her in
Guadagno, R. E., Muscanell, N. L., Okdie, B. M., Burke, N. M., & Ward, T. B.
(2011). Even in virtual environments women shop and men build: Gender differences in
Hargittai, Eszter (2008). Whose space? Differences among users and non-users of
Hiltz, S. R., & Turoff, M. (1978). The network nation: Human communication via
Kirkpatrick, H., & Cuban, L. (1998). Should we be worried. What the research says
about gender differences in access, use, attitudes, and achievement with computers.
Ku, Y. C., Chu, T. H., & Tseng, C. H. (2013). Gratifications for using CMC
technologies: A comparison among SNS, IM, and e-mail. Computers in Human Behavior, 29,
226–234. http://dx.doi.org/10.1016/j.chb.2012.08.009.
Lenhart, A. (2009). Teens and mobile phones over the past five years: Pew Internet
looks back.
Muscanell, N. L., & Guadagno, R. E. (2012). Make new friends or keep the old:
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Gender and personality differences in social networking use. Computers in Human Behavior,
28, 107–112.
Nabi, R. L., Prestin, A., & So, J. (2013). Facebook friends with (health) benefits?
Exploring social network site use and perceptions of social support, stress, and well-
student attitudes regarding use and appropriateness of content. CyberPsychology & Behavior,
11(1), 95–97.
student attitudes regarding use and appropriateness of content. CyberPsychology & Behavior,
11(1), 95–97.
Gender differences in mediated communication
Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses
11(2), 169–174.
Taylor, M. (2009). Women outnumber men on social networking sites. The Wall
Street Journal.<https://blogs.wsj.com/digits/2009/10/07/women-outnumber-men-on-social-
networking-sites/>.
Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social
network site?: Facebook use and college students' life satisfaction, trust, and
Weiser, E. (2000). Gender differences in Internet use patterns and Internet application
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preferences: A two-sample comparison. CyberPsychology & Behavior, 4, 167–178.
Weiser, E. (2001). The functions of Internet use and their social and psychological
BẢNG HỎI
Chúng tôi là sinh viên Khóa 22 trường Đại học Tôn Đức Thắng, khoa Quản trị kinh
doanh. Hiện tại, nhóm chúng tôi đang làm một dự án nghiên cứu về vấn đề “Sự khác nhau
Bảng câu hỏi sau đây là một trong những phần quan trọng của dự án. Nội dung
bảng câu hỏi là về cách thức bạn tương tác với công nghệ xã hội. Thông tin thu được từ bảng
câu hỏi chỉ dành cho mục đích nghiên cứu, và không được tiết lộ cho bên thứ ba, bao gồm cả
bạn bè, gia đình của bạn. Chúng tôi xin chịu hoàn toàn trách nhiệm về tính bảo mật của thông
13 tin. Kết quả của toàn dự án sẽ được gửi đến bạn nếu bạn có mong muốn tham khảo.
Bảng câu hỏi gồm câu hỏi, được chia thành 2 phần chính: thông tin chung và
thông tin liên quan trực tiếp tới bài nghiên cứu.
Vì tính chất quan trọng và sự chính xác của dự án, chúng tôi hy vọng bạn cân
Những câu hỏi có dấu (*) là những câu bắt buô ̣c.
Nam
Nữ
Khác
14
2. Bạn đang là sinh viên năm mấy? *
Năm nhất
Năm hai
Năm ba
Năm tư
Khác
…………………………………………………………………………………………
Phật Giáo
Tin Lành
Khác
Mức độ từ 1 – 5
15
2 – rất ít
3 – trung bình
4 – thường xuyên
5 – rất nhiều
Các định nghĩa bạn cần hiểu. Hãy đọc qua trước khi làm khảo sát nhé!
Tin nhắn văn bản (SMS) là loại tin nhắn ngắn, thường dưới 300 ký tự (không
cần internet).
Gender differences in mediated communication
Tin nhắn tức thời (Instant Message) là tin nhắn trực tuyến qua các app. Ví dụ:
5. Hiện tại, bạn có tài khoản trên các trang mạng xã hội nào? *
Youtube
16 Tik Tok
Zalo
Google +
Linkedln
Khác
Gender differences in mediated communication
Youtube
Tik Tok
Zalo
17
Google +
Linkedln
Khác
7. Tính đến thời điểm này, bạn đang sử dụng những tài khoản tin nhắn tức thời
Facebook Messenger
Viber
LINE
Skype
Khác
18
Facebook Messenger
Viber
LINE
Skype
Wechat
Gender differences in mediated communication
Khác
Gmail
Yahoo
Outlook.com
AOL
19
Khác
10. Ứng dụng e-mail được bạn sử dụng nhiều nhất là? *
Gmail
Yahoo
Outlook.com
AOL
Gender differences in mediated communication
Khác
11. Tần suất bạn sử dụng mỗi loại công nghệ. *
Mô tả: Hãy giả định trong bất kỳ khoảng thời gian nào ( 1 ngày, 1 tuần, 1 tháng).
1 2 3 4 5
Gọi điê ̣n thoại
Tin nhắn văn bản
E-mail
Trang web, mạng
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
20 12. Mỗi ngày, bạn thường dành bao nhiêu thời gian để tham gia từng hoạt đô ̣ng
dưới đây?*
Dưới 1 1 – 2 2 – 3 Trên 3
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
Gender differences in mediated communication
13. Bạn có xu hướng sử dụng từng phương tiện này vào khoảng thời gian nào
trong ngày?*
7 11 14 17 20 00 4–
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
21
Gender differences in mediated communication
14. Vào mô ̣t ngày bình thường, trung bình bạn thực hiện/truy cập bao nhiêu… *
1 – 5 6 – 10 Trên 10
15. Bạn thường liên lạc với ai thông qua từng phương tiê ̣n này? *
hô ̣i
Cuộc gọi video
Tin nhắn tức thời
16. Mục đích bạn thường xuyên liên lạc với họ thông qua từng phương tiê ̣n này?*
Trò Kinh
Học tập Khác
chuyện doanh
Gọi điê ̣n thoại
Tin nhắn văn bản
E-mail
Trang web, mạng xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
23
Gender differences in mediated communication
17. Mức đô ̣ ưa thích của bạn đối với các phương tiê ̣n truyền thông. *
1 2 3 4 5
Gọi điê ̣n thoại
Tin nhắn văn bản
E-mail
Trang web, mạng
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
18. Khả năng tiếp nhận và bảo mật thông tin của bạn khi sử dụng mỗi phương
1 2 3 4 5
24 Gọi điê ̣n thoại
Tin nhắn văn bản
E-mail
Trang web, mạng
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
II. Sự tác động của các phương tiện giao tiếp trung gian
Có
Không
20. Bạn cảm thấy mình sáng tạo trong những trường hợp nào?
…………………………………………………………………………………….
21. Mức độ sáng tạo bạn đã sử dụng trong mỗi phương tiện truyền thông.
Gợi ý trả lời: Mạng xã hội không chỉ sử dụng để liên lạc mà còn với mục đích kinh
1 2 3 4 5
Gọi điê ̣n thoại
Tin nhắn văn bản
E-mail
Trang web, mạng
xã hô ̣i
Cuộc gọi video
Tin nhắn tức thời
22. Công nghê ̣ tác động đến sự căng thẳng của mình như thế nào? *
Gợi ý trả lời: Việc tương tác trên mạng xã hội (những bình luận, hình ảnh, thông tin
tiêu cực / tích cực) khiến bạn suy nghĩ như thế nào? Điều đó có khiến bạn cảm thấy căng
thẳng không?
Gender differences in mediated communication
1 2 3 4 5
Giảm Tăng
23. Mức độ căng thẳng đã ảnh hưởng như thế nào đến sự sáng tạo của bạn? *
1 2 3 4 5
Giảm Tăng
24. Theo bạn, tác động tích cực nào của công nghê ̣ ảnh hưởng đến cuô ̣c sống của
bạn?*
26 …………………………………………………………………………………….
25. Theo bạn, tác động tiêu cực nào của công nghê ̣ ảnh hưởng đến cuô ̣c sống của
bạn?*
……………………………………………………………………………………
Gender differences in mediated communication
26. Bạn cảm thấy như thế nào khi khả năng sáng tạo bị ảnh hưởng bởi việc kiếm
soát lên môi trường / hoạt động tương tác của mình?
Căng thẳng
Mệt mỏi
Khó chịu
Bình thường
27. Trong thời đại công nghệ hiện đại, bạn có nghĩ rằng giao tiếp sẽ được sử dụng
☐ Có
☐ Không
27
28. Nếu có, hãy cho ví dụ về cách bạn tưởng tượng sự sáng tạo được sử dụng?
……………………………………………………………………………………