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Global Social Media DesignBridging Differences Across Cultures$
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Huatong Sun

Print publication date: 2020

Print ISBN-13: 9780190845582

Published to Oxford Scholarship Online: January 2020

DOI: 10.1093/oso/9780190845582.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use.date: 25 June 2022

Facebook Japan

Facebook Japan

Connecting Micro to Macro With Discursive Affordances

(p.83) Chapter 4 Facebook Japan
Global Social Media Design

Huatong Sun

Oxford University Press

This chapter explores why Japanese users were never crazed about Facebook and illustrates the value of a practice-oriented critical approach to global design with design tools. It begins with the case background. It then develops a nuanced and multifaceted discussion to uncover the hidden relations between power, ideology, and identity surrounding the local uses of Facebook Japan: Built on the findings triangulated from primary and secondary research, it reviews the different networked sociality between Japan and the United States within the postcolonial discourse, and then presents a design instrument of discursive affordances to redress asymmetrical power distribution for culturally sustaining design. It concludes the discussion by situating the Facebook Japan case within the political economy scholarship: The asymmetrical power structure demonstrated in the design and operation of the Facebook platform shows the importance of moving from the micro to the macro and connecting both toward a practice-oriented critical design with the culturally localized user engagement and empowerment (CLUE2, or CLUE-squared) approach. This chapter also introduces a few sets of social media notions to frame the design discussion in this book and to use them as sensitizing concepts to inspire social media technology design. Concepts include networked sociality, social capital, ties, and connectedness versus connectivity. Two design tools are introduced, including the activity-based affordances model for design inspiration and the design heuristics of discursive affordances.

Keywords:   Facebook, Japan, networked sociality, power, ideology, identity, postcolonial, discursive affordance, political economy, social capital, connectivity

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