| 其他摘要 | The study has investigated cultural differences on the social tagging of photos between China and the USA, focusing on three aspects: classification of tagging, motivation of tagging, and usage of tagging. Data was collected from online photo sharing sites, and lab experiments. This dissertation work includes three studies. In study 1, photos tags were collected from two largest photo sharing sites: Yupoo in China and Flickr in the USA. A coding scheme of photo tagging categorization was developed, and the collected data from both Chinese site and American site were analyzed and compared in terms of their similarities and differences. In study 2, a computer program was developed to simulate the process of uploading the photos and assign the tags for online sharing photo sites in the lab. Thirty-five Chinese students in China and thirty-five American students in the USA participated in the study. Cultural comparisons of three aspects related to social tagging were discussed: motivation of tagging photo, the privacy setting, and the type of shared photos. In study 3, a survey was designed to collect participants subjective reports on their usage of social tagging of online photos. Cultural comparisons of them include 8 aspects: experiences with online photo sharing, competence in using online sharing photo sites and tagging, experiences with social tagging, motivation of using tagging, privacy setting, vocabularies, search, usage of tagging services, and evaluation of tagging service. The results indicated that: 1. On categorization of social tagging of online photos, both Chinese and American participants demonstrated 5 categories: terms, place, time, object, and characteristic of photos. However, Chinese participants used more tags in place, feeling and technical terms than Americans, whereas American participants used more people terms as the tags than Chinese participants. (Study 1) 2. Among 4 general motivation of tagging online photos (self, others, social and feedback), the cultural differences were mainly shown in social and feedback. (Study 2) 3. On privacy setting, American participants set fewer photos as public than Chinese peers, implying that American participants pay more attention to the privacy than their Chinese peers. (Study 3) |
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