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Using Social Media UGCs to Explain Culture Shock and Coping Strategies in a Cross-Cultural Communication Course
Payal Mehra
Indian Institute of Management Lucknow, India
Volume 14: 2021, pp. 129-142; ABSTRACT
This assignment required Executive participants (Defence Officers) enrolled in the subject “Cross-Cultural Communication” in an AACSB and AMBA accredited business school in India, to examine user generated comments (UGCs) in social media (SM) from 2017-2020, on culture shock experienced by foreign tourists in demanding environments such as India, China, and the United Arab Emirates (UAE). The purpose of the assignment was to create a nuanced understanding of culture shock and cross-cultural adaptation. Divided into three teams, and each assigned a different Asian country, participants were required to conduct a content analysis using NVivo 12 and a sentiment analysis using the Twinword api. The assignment was found useful to understand the practical aspects related to the concept of culture shock. Apart from eight new strategies to deal with culture shock, participants reported finding sarcasm embedded in many user generated comments.
