Changing media, changing cultural values - Chinese young adults' micro-blog usage and cultural values.

摘要

This study investigated the relationship between Chinese young adults' usage of micro-blog and their cultural values. Data was collected from a group-administered survey, which was constituted by 484 students aged from 17 to 30 in variety majors in five colleges in Beijing. Results answered two research questions, indicating that there is a strong relationship between traditional cultural values' changes in Chinese young adults and micro-blog usage. The results also indicated that the more Chinese young adults engaged in micro-blog usage, the more likely they would show distinctive features in both Eastern and Western cultural values. In other words, highly active Chinese micro-blog users have crossed the Eastern and Western cultural boundaries and are developing bicultural identity due to globalization in media environment.