High vs Low Context Communication in Cross-Cultural Celebrity Instagram Comments
DOI:
https://doi.org/10.0234/mps.v7i1.47694Keywords:
Hall’s theory, Instagram Account, Management strategiesAbstract
This study explores high- and low-context communication patterns in Instagram comments on Western (Zendaya and Gigi Hadid) and Asian (IU and Mahalini) celebrity accounts using qualitative content analysis based on Hall’s (1976) theory. The findings indicate that Western celebrity accounts received predominantly direct and simple comments (Zendaya: 8 direct; Gigi: 6 direct), while Asian celebrity accounts attracted more indirect and complex comments (IU: 7 indirect; Mahalini: 8 indirect). These results support Hall’s theory that Western cultures favor low-context communication, whereas Asian cultures rely more on high-context communication in digital interactions. This study enhances the understanding of cross-cultural communication patterns on social media and offers practical insights for social media management strategies.
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Copyright (c) 2025 Arif Lutfi Rohmani, Sabrina Satriawati, Sarah Mudrika Zain
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