The medium is the message: WeChat, YouTube, and Facebook usage and acculturation outcomes | Culture and communication in digital worlds

Author(s): Ran Ju, Leah Hamilton, Matthew McLarnon

Year of publication: 2021

Keywords: Social media, Acculturation, Chinese immigrants, WeChat, Communication platforms

Methodology/Sample: Focus group/14 migrants, Online questionnaire/145 online surveys

Reference: Ju, R., Hamilton, L., & McLarnon, M. (2021). The Medium Is the Message: WeChat, YouTube, and Facebook Usage and Acculturation Outcomes. International Journal of Communication, 15, 23. https://ijoc.org/index.php/ijoc/article/view/17476

Abstract

Social media usage has been recognized as an integral part of immigrants’ acculturation experiences, yet research on social media is just emerging, and more detailed understanding is needed. Drawing on the interactive theory of communication and cross-cultural adaptation (ITCCA), the current project used a mixed-method approach to understand how Chinese immigrants’ social media use influences their acculturation experiences. Through focus groups and a survey, we examined which social media platforms Chinese immigrants use and for what purposes during their acculturation process, and what influence social media use has on their acculturation process in Canada. Our findings expand the scope of the ITCCA and offer important practical implications for service providers supporting newcomers.

> Summary

The paper explores social media’s role in the acculturation of Chinese immigrants in Canada, highlighting its significance and complexities.
It employs a mixed-method approach, utilizing focus groups and surveys to gather data on social media usage.
Findings indicate that social media is integral to immigrants’ acculturation experiences, providing valuable resettlement information.
The study suggests that while social media aids adaptation, it can also create cultural bubbles that hinder integration.
Practical implications include leveraging social media for effective pre-arrival and post-arrival support for newcomers.

> Problem statement

The paper discusses the limited understanding of social media’s role in immigrants’ acculturation experiences.
It highlights discrepancies in previous research regarding ethnic communication and acculturation outcomes.
The study emphasizes the need for more detailed research on social media’s impact on immigrant adaptation.

> Methods used

Three focus groups were conducted in Mandarin, lasting approximately 90 minutes each, focusing on social media and acculturation experiences.
Participants completed a demographic survey and an English proficiency scale after the focus groups.
An online questionnaire was distributed in Mandarin and English, with 369 responses collected.
Data analysis involved thematic coding from focus group transcripts and quantitative analysis of survey responses.
Confirmatory factor analyses and structural equation modeling were used to examine relationships between social media and acculturation outcomes.
The study utilized a mixed-method approach, integrating qualitative and quantitative data to understand social media’s influence on acculturation.

> Practical implications

The COVID-19 pandemic necessitated settlement agencies to transition programs online, informing future settlement programming.
Agencies should discourage newcomers from using WeChat for language acquisition due to its negative association with English skills.
Social media trends can be leveraged by agencies to create virtual language platforms for newcomers.
Findings suggest that social media positively impacts psychological adaptation by aiding in resettlement information access.
Accurate pre-arrival and post-arrival information via social media is essential for fostering realistic newcomer expectations.
The research expands the understanding of social media’s role in immigrants’ acculturation experiences.