Did you stress over which photo to use for your online Facebook profile? If you did, join the crowd as many struggle to determine if the photo should be lighthearted or professional, personal or more abstract.
A new study suggests that while the photos we select may reflect individual preferences, they also appear to reflect more deeply rooted, unconscious cultural differences.
Contemporary research on culture suggests that culture influences more than language and custom, that cultural foundations affect the way in which we experience the work and process information.
In Western cultures, for example, people collectively think of themselves as highly independent entities, whereas East Asian cultures stress collectivism and interdependence.
As such, Westerners tend to focus on central objects or faces more than on their surroundings when looking at a scene or painting portrait. East Asians, on the other hand, tend to focus on context as well as objects such as the scenery behind a person.
In the new study, psychologists Drs. Denise Park and Chih-Mao Huang were curious about whether these patterns of cultural influence extend to cyberspace.
As such, they examined the profile photographs of more than 500 active Facebook users from the United States and East Asia (Hong Kong, Singapore, and Taiwan).
Overall, they found that profile photos of Americans are more likely to focus on the individual’s face, while the profiles of East Asians tend to de-emphasize the face and capture more background features.
Americans also show greater smile intensity compared to East Asian Facebookers.
Their paper is published in the International Journal of Psychology.
The researchers believe the findings demonstrate marked cultural differences in the focus of attention among East Asian and American Facebook users. Moreover, they echo previous research on cultural influences on visual perception, attention, and reasoning in the offline world.
“We believe these findings relate to a cultural bias to be more individualistic and independent in the U.S. and more communal and interdependent in Asia,” said Park.
Findings from the study also suggest that cultural influences over our self-presentation online can shift over time and from place to place.
In one of the study samples, Americans studying in Taiwan and Taiwanese studying in the United States both showed a tendency to adjust their profile photos to the general preferences of their host country.
“Facebook constitutes an extended social context in which personal profiles mirror various individual characteristics, private thoughts, and social behaviors,” noted Huang. “As such, the study presents a novel approach to investigate cognition and behaviors across cultures by using Facebook as a data collection platform.”