To What Extent Do American Video Streaming Services (Netflix, Disney Plus, And HBO) Adapt Their Communication Styles on X to the Dutch and Spanish Cultures?
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2024-06-07
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en
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This study explores the complexities behind cross-cultural interaction in the digital world by closely monitoring the webcare processes on X of three primary streaming services now, Netflix, Disney Plus, and HBO in the USA, The Netherlands, and Spain. A total of 108 tweets, 12 tweets for each brand per country, over the year 2023 were collected for this corpus analysis. This study examined the cultural unity of the 'Webcare' tactics adopted by these global brands and identified any distinctions in the mode of communication in their communication strategies across the three countries. For the encoding process, coding requirements for power distance, involvement of emojis, and type of communication were followed. The findings reveal that while Netflix adapts its communication style to reflect cultural differences in power distance, Disney Plus and HBO Max maintain consistent power distance approaches. Emoji usage varied significantly, with Disney Plus and HBO Max using more contextually relevant emojis in Spain, aligning with high-context communication preferences.
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