Cyber-Acculturation Through Social Media Exposure: A Q Methodology and Network Analysis

Meraji Oskouie, Sholeh; Mohamadkhani, Kamran; Soltanifar, Mohammad

doi:10.22059/jcss.2025.403148.1182

Cyber-Acculturation Through Social Media Exposure: A Q Methodology and Network Analysis

Document Type : Original article

Authors

¹ Department of Cultural Affairs Management and Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

² Department of Higher Education Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran.

³ Department of Communication Sciences and Knowledge Studies, Science and Research Branch, Islamic Azad University, Tehran, Iran.

10.22059/jcss.2025.403148.1182

Abstract

Background: Social media has enabled both intentional and incidental user exposure to diverse cultures and subcultures. This exposure fosters the socialization of similar cultural elements or produces changes in original cultural patterns through cyber-acculturation, which arises from continuous contact with culturally distinct groups.
Aims: This study aimed to develop models of social media users’ cyber-acculturation in their exposure to cyber-subcultures.
Methodology: Using a Q methodology research design, the study employed convenience snowball sampling and an online questionnaire to collect data from 52 participants, who freely rated 61 statements derived from interviews. Exploratory Factor Analysis, treating participants as variables, was conducted to identify distinct cyber-acculturation models. To further examine the characteristics of each factor, network analysis was applied.
Discussions: Users demonstrated varying patterns of cyber-acculturation. Comparable to the model proposed by Sam and Berry (2006)— which outlines the strategies of assimilation, separation, integration, and marginalization— this study identified five distinct models of social media users’ acculturation in exposure to cyber-subcultures: 1) Conservative Socialization Adopters, 2) Media-Literate Non-Adopters, 3) Media-Literate Acculturation Adopters, 4) Change-Aspirant Semi Non-Adopters, and 5) Risk-Taking Socialization Adopters. Each of these categories, to some extent, reflects the integration strategy, particularly motivated by social mobility, self-actualization, well-being, and personal advancement.
Conclusion: Understanding the variations in how users adopt cultural elements enables governance bodies, policymakers, and professionals in media, culture, and education to design and implement more effective measures with greater impact across different user types.

Keywords

Main Subjects

media

Main Object: Media, Social Media, Cyber-Acculturation

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