"Exploring Cultural Adaptation in Streaming Services: A Comparative Study of Communication Strategies, Power Dynamics, and Emoji Usage Across American, Dutch, and Spanish Contexts"
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2024-06-07
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en
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This study delves into how American streaming services—Netflix, HBO Max, and Disney+—adjust their communication styles on the social media platform X (formerly Twitter) to suit Dutch and Spanish cultures. The results reveal valuable insights into how these streaming services customize their messages to connect with diverse audiences across various cultural contexts. Despite differences in communication styles, the inclusion of English words in Dutch and Spanish messages highlights the multilingualism of Dutch society and the differing levels of English proficiency. Moreover, our study found that emojis function as substitutes for non-verbal cues, amplifying engagement and reflecting message tone or content. Surprisingly, no significant differences in formality across messages are found, suggesting a preference for informal communication styles across cultures.
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