Mixi Diary versus Facebook Photos: Social Networking Site use among Japanese and Caucasian American Females

A survey of Caucasian-American and Japanese young women investigated cultural differences in types of social networking site use and motives for use. Although there were some disparities between American and Japanese young women in motives for social networking site use, generally the main motive was communication with ingroup peers known offline. Participants reported lesser use for social identity gratifications and social compensation. The findings also indicated that American young women are more prone to public expressions of connection with peer group via their Facebook photographs. Japanese young women are much more likely to communicate closeness via Mixi diaries. Such diaries illustrate a preference for privacy among Japanese being available only to those considered close friends.