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Digitale Kommunikationskultur(En)? Digitale Kommunikationskultur(en)? Kommunikationskulturell-induzierte Veränderungen des Internet- nutzungsverhaltens von chinesischen Austausch-Studierenden in Österreich Masterarbeit zur Erlangung des akademischen Grades Masters of Art (M.A.) an der Kultur- und Gesellschaftswissenschaftlichen Fakultät der Universität Salzburg Fachbereich Kommunikationswissenschaft Betreuerin: Ass.Prof. Dr. Ursula Maier-Rabler eingereicht von Alexander Schimming Salzburg, Mai 2015 Gefördert durch die Internet Foundation Austria (IPA) im Rahmen der „netidee 2013“ ! Dieses Werk steht unter einer Creative Commons Namensnennung 3.0 Österreich (CC-BY) Lizenz Abstrakt Die vorliegende Masterarbeit untersuchte die Veränderungen des Internetnutzungsver- haltens chinesischer Austausch-Studierender in Österreich. Dies diente dem forschungsleitenden Interesse, das auf der Makroebene das transkulturelle und deliber- ative Potentials des Internets, auf der Mesoebene kulturelle, politische und kommunika- tionswissenschaftliche Unterschiede und Gemeinsamkeiten zwischen China und Öster- reich und auf der Mikroebene das Internetnutzungsverhalten von 20 chinesischen Aus- tausch-Studierenden während ihres viermonatigen Aufenthalts in Österreich im Rahmen des universitären Austausch-Programms „MCM“ der Universitäten Salzburg und Fudan in Shanghai erforscht. Dazu wurden mit Hilfe der theoretischen Synthese der Theorie der Medienkultur, ICT&S-Theorien, welche das Spannungsfeld Informationstechnologien-Gesellschaft un- tersuchen, und dem anthropologischen Managementansatz nach Hofstede, zwei gegensätzliche Thesen konstruiert, welche den Schluss von Makro- auf Mikroebene und damit die empirische Untersuchung eines Einzelfalls ermöglichten: die transkulturelle Konvergenzthese und die nationalkulturelle Domestizierungsthese. Im Zusammenspiel mit dem empirischem Vorgehen, das aus qualitativen Befragungen und einer ethnographischen Selbstbeobachtung bestand, konnten folgende Ergebnisse erzielt werden: Die bestehenden deliberativen Potentiale des Internets und digitaler Medien werden in China gezielt in die kulturellen und sozialen Strukturen integriert und tragen letztendlich zur Legitimation des politischen Systems bei. Dadurch kommt es bei den untersuchten Austausch-Studierenden zwar zu Veränderungen bei Praktiken und Motiven der Inter- netnutzung, nicht aber bei den Einstellungen, welche die individuelle, politische Per- spektive auf die Heimat und das Ausland beinhalten. Die politischen Strukturen des Internets haben fundamentalen Einfluss auf dessen Nutzung und vermögen es, dessen soziale Potentiale zu kontrollieren. Dadurch scheint eine transkulturelle und demokratisierende Wirkung des Internets zur Zeit noch aus- geschlossen, bei Österreich und China handelt es sich also um unterschiedliche Digitale Kommunikationskulturen. Digitale Kommunikationskultur(en)? !2 Inhaltsverzeichnis 1. Entdeckungszusammenhang .................................................................................7 1.1 Einleitung .........................................................................................................7 1.2 Ziel, Forschungsfrage und Relevanz ...............................................................9 1.4 Begriffsdefinitionen .........................................................................................11 1.5 Forschungsstand ............................................................................................14 2. Begründungszusammenhang ..............................................................................18 2.1 Theorie ...........................................................................................................18 2.1.1 Medienkulturen........................................................................................ 19 2.1.1.1 Kultur in den Medienkulturen....................................................................... 20 2.1.1.2 Digitale Medien in den Medienkulturen....................................................... 21 2.1.1.3 Artikulationsebenen der Medienkulturen..................................................... 22 2.1.1.4 Deterritorialisierung der Medienkulturen..................................................... 24 2.1.1.5 Von den Medienkulturen zur Kommunikationskultur................................... 27 2.1.2 Nationalkulturen...................................................................................... 29 2.1.2.1 Der Anthropologische Management-Ansatz................................................ 29 2.1.2.2 Kritik............................................................................................................ 30 2.1.2.3 Die Hofstede-Dimensionen......................................................................... 32 2.1.2.3.1 Individualism vs. Collectivism .............................................................34 2.1.2.3.2 Power Distance ...................................................................................34 2.1.2.3.3 Uncertainty Avoidance ........................................................................35 2.1.2.3.4 Masculinity vs. Femininity ...................................................................35 2.1.2.3.5 Pragmatism vs. Normatism .................................................................36 2.1.2.3.6 Indulgence vs. Restraint .....................................................................37 2.1.2.4 Anwendung an chinesischer und österreichischer Nationalkultur............... 38 2.1.2.4.1 Individualism vs. Collectivism in China und Österreich .......................38 2.1.2.4.2 Power Distance in China und Österreich ............................................40 2.1.2.4.3 Uncertainty Avoidance in China und Österreich .................................41 2.1.2.4.4 Masculinity vs. Femininity in China und Österreich ............................42 2.1.2.4.5 Pragmatism vs. Normatism in China und Österreich ..........................43 2.1.2.4.6 Indulgence vs. Restraint in China und Österreich ...............................44 2.1.3 Digitalkulturen.......................................................................................... 46 2.1.3.1 Das deliberative Potential des Internets...................................................... 46 2.1.3.2 Die digitale Kommunikationskultur in China................................................ 50 2.1.3.2.1 Historische Entwicklung ......................................................................51 2.1.3.2.2 Politische Strukturen ...........................................................................54 2.1.3.2.2.1 Networked Authoritarianism..................................................................... 57 2.1.3.2.2.2 Internet Incidents..................................................................................... 59 2.1.3.2.2.3 Autoritäre Deliberation............................................................................. 62 2.1.3.2.2.3.1 Central propaganda spaces............................................................ 63 Digitale Kommunikationskultur(en)? !3 Inhaltsverzeichnis 2.1.3.2.2.3.2 Government-regulated Commercial Spaces................................... 64 2.1.3.2.2.3.3 Emergent Civic Spaces................................................................... 66 2.1.3.2.2.3.4 International Deliberative Spaces.................................................... 67 2.1.3.2.2.3.5 Das demokratisierende Potential der Deliberations-Räume............ 68 2.1.3.3 Internetnutzung in China und Österreich..................................................... 70 2.1.3.3.1 Chinesische Nutzungstrends ..............................................................70 2.1.3.3.2 Chinesische Internet-Nutzerinnen und –Nutzer ..................................71 2.1.3.3.3 SNS und SNMIS in China ...................................................................73 2.1.3.3.3.1 Weibo....................................................................................................... 73 2.1.3.3.3.2 WeChat.................................................................................................... 74 2.1.3.3.4 Internetnutzung in Österreich ..............................................................75 2.1.3.3.5 Vergleich der Internetnutzung in China und Österreich ......................77 2.1.4 Synthese.................................................................................................. 79 2.2 Operationalisierung und Hypothesen .............................................................81 2.2.1 Operationalisierung der Forschungsfrage............................................... 81 2.2.1.1 Begriffsdefinitionen und Indikatoren............................................................ 82 2.2.1.1.1 Digitale Kommunikationskultur ............................................................82 2.2.1.1.1.1 Politische Strukturen................................................................................ 83 2.2.1.1.1.2 Inhaltsebene des Internets...................................................................... 84 2.2.1.1.2 Internetnutzungsverhalten ..................................................................85 2.2.1.1.2.1 Indikatoren: Motive der Internetnutzung.................................................. 85 2.2.1.1.2.2 Indikatoren: Einstellungen der Internetnutzung....................................... 86 2.2.1.1.2.3 Indikatoren: Praktiken der Internetnutzung.............................................. 87 2.2.2 Die explanativen Hypothesen.................................................................. 89 2.2.3 Arbeitshypothesen..................................................................................
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