The SIG-III Blog

Notes from the ASIS&T special interest group in international information

Archive for the ‘South America’ Category

Quick note: the blogosphere in Peru

Concurso de Blogs para Escolares project

Eduardo Avila at Global Voices notes the introduction of a blogging contest for Peruvian high school students, sponsored by the Peruvian University of Applied Sciences [es]. The project website is here [es].

Written by sigiii

June 3, 2008 at 3:05 pm

Posted in Blogosphere, South America

Tagged with

From São Paulo and London with Love: Sex in the Blogosphere in Brazil and England

Raquel Pacheco, aka Bruna Surfistinha

Raquel Pacheco, aka Bruna Surfistinha

China has Mu Mu and Muzi. England has Belle. Brazil has Bruna.

Similar to Mu Mu and Muzi, who I discuss in this post, Belle de Jour and Bruna Surfistinha are respectively a British and A Brazilian woman who blog about sex, thus presenting an opportunity for a three way comparison of cultural attitudes towards sex – both in general, and in the blogosphere specifically. The biggest difference to point out between them is that, whereas the Chinese bloggers were just Chinese citizens who posted sexual content to their blogs, Belle and Bruna are ex-prostitutes who were actively blogging during their tenures as a sex workers. But even taking that fact into consideration, both Belle and Bruna would write about themselves, their personal lives, and their boyfriends on their blogs, thus ensuring their blogs do not have a fundamentally different format from the Chinese blogs.


Subtitled The diary of a London call girl, Belle provides no real introduction to her blog, which suggests that it emerged somewhat spontaneously as a by-product of her profession. But on this blog, Belle chronicles different aspects of her life – primarily the sexual aspects, although she will occasionally include writings on other topics as well. In the (more complete) introduction to the U.S. release of a book version of her blog entries she published in 2005, she describes her move to London as a recent college graduate and the discovery of how hard it is in contemporary Western societies to bridge the divide between college degree and entry-level job. From there it’s a fairly typical road she follows – limited job prospects and the expense of living in London drew her first by accident and then by specific intention to the world of prostitution. The most interesting part of her entry into this world comes as the last sentence of her introduction in her book:

And it wasn’t too long after deciding to do it [become a prostitute] that I started keeping a diary

This diary of course turned into her blog.

Belle’s life seems to have changed since the days she was blogging about prostitution. On May 23 (Mai 23, as she writes it in French), she posted about getting a job and has since jokingly referred to herself as “Belle de Office.” She has also continued turning her blog into a commercial publishing venture. In addition to her first book, she has published this 2007 follow up. But she still writes about sex and different social attitudes towards sex on her blog, as well as providing different vignettes on her life, her friends, and her activities.

The main reason I bring Belle into my comparison is to provide a Western European perspective on sex blogging – what kind of content goes into it, what cultural factors affect or don’t affect it, and how readers respond to it. That said, culturally I find England to be the most similar to the United States of any European country. Having seen different parts of England with a British friend on one hand, and also having lived in both France and Greece and traveled to other cities in Europe on the other, I find it quite obvious which nation American revolted against in order to gain independence. I am not at all suggesting that British and American culture are the same, only that I find them closer to each other than I find comparisons between the cultures of America and other European countries. And as always, I invite discussion of this idea, either agreeing or disagreeing with me.

With this in mind, I find Belle’s blog the most culturally similar to a blog one would find in America. Her writings aren’t affected by the constant threat of government censorship the way Mu Mu’s are (and to which Muzi’s writings fell victim). (And no I’m not suggesting that censorship doesn’t exist in England – only that it doesn’t exist to the same degree that it does in China). Nor do Belle’s writings reflect any one pervasive element of British culture, the way Catholicism acts as a pervasive cultural element in Brazil, affecting Internet content and use, and occasionally make its way onto Bruna’s blog.

Belle also doesn’t explicitly discuss the use of technology or social media as a vehicle to make her online diary available to the world. I’m sure this absence is a result of multiple factors, ranging from what topics she feels are worth or not worth discussing, to the comparatively ubiquitous level of Internet connectivity in England as opposed to Brazil or China. (Drawing from data from the International Telecommunications Union and other sources, Internet World Stats reports 62.3% Internet penetration in the United Kingdom, as opposed to 22.8% in Brazil and 12.3% in China). My thought is that the relative ubiquity of Internet connectivity in England makes it more just an everyday feature of life – not the kind of cultural force it is in Brazil, where average netizens seem to dedicate much more explicit thought to the connection between their social interactions and the Internet. While it isn’t the focus of her blog, Bruna does talk a lot more about the explicit connection between the Internet and her diary chronicling her work in prostitution, as I discuss below.


Like Mu Mu, Bruna made her major debut to American audiences through the New York Times. Larry Rother introduces her thus:

She goes by the name Bruna, the Little Surfer Girl, and gives new meaning to the phrase “kiss and tell.” First in a blog that quickly became the country’s most popular and now in a best-selling memoir, she has titillated Brazilians and become a national celebrity with her graphic, day-by-day accounts of life as a call girl here.

Bruna, whose real name is Raquel Pacheco, says in the article that her blog emerged as kind of an accident that just kept growing ad growing. “In the beginning,” she says, “I just wanted to vent my feelings… I wanted to show what goes on in the head of a program girl [the Brazilian term for a high class prostitute], and I couldn’t find anything on the Net like that. I thought that if I was curious about it, others would be too.” Since this beginning, her blog has become one of the most widely read blogs in Brazil and she has adapted some of her blog entries into a book titled The Scorpion’s Sweet Venom, which was first published in 2005 and has been released in two English editions, as well as a Spanish edition. A second book, titled What I learned from Bruna Surfistinha, is on the way. Like Belle, Bruna has turned her blog into a full blown commercial publish venture. Also like Belle, she no longer chronicles her sexual activities online, although she will still devote parts of her discussions to the general topic of sex.

But in addition to introducing Bruna, Rother’s article also points to the ongoing debate over social morality to which the presence of a person like Bruna has led. While it considers questions of what thoughts should or should not be allowed, who is and/or should be empowered to make such a decision, and what to do with conflicting views on the topic, this debate over social morality is different from the censorship debate in China. In China, Party officials are considering from an official point of view what the government should or should not allow in Chinese Internet content. In Brazil the debate does not spring from an official government stance on what should or should not be allowed in the Brazilian Internet space, but rather from different segments of Brazilian society debating with each other. A national government can be involved in a debate of this nature – see for example this report by Nicholas Kulish in the International Herald Tribune about the Bulgarian government cracking down on prostitution by punishing individuals willing to pay for sex from a prostitute rather than punishing the prostitute himself or herself, as well as this report by Henry Porter in The Guardian opposing government intervention of this nature in England. But in each of these cases, the government in question is responding to a social morality debate in which its citizens are engaged, not (as is much more the case in China) setting their own policy irrespective of what their citizens think.

So the social morality debate in Brazil of which Bruna’s fame is a product springs not from the Brazilian government, but rather from different social attitudes of Brazilian citizens. And these attitudes frequently revolve around sexual liberalization, traditional feminine roles in Brazilian culture, and the presence of the Catholic Church. As Rother says,

Carnival and the general sensuality that seems to permeate the atmosphere can give the impression that Brazil is unusually permissive and liberated, especially compared with other predominantly Roman Catholic nations. But experts say the real situation is far more complicated, which explains both Bruna’s emergence and the strong reactions she has provoked.

As a result, some Brazilians have applauded Bruna’s frankness and say it is healthy to get certain taboos out in the open… But others decry her celebrity as one more noxious manifestation of free-market economics and globalization.

Rother further quotes a host of voices on the different sides of the debate. He frames the debate by quoting Richard Parker, an anthropologist at Columbia University and author of Bodies, Pleasures and Passions: Sexual Culture in Contemporary Brazil:

Brazil is a country of contradictions, as much in relation to sexuality as anything else… There is a certain spirit of transgression in daily life, but there is also a lot of moralism.

Rother then presents two voices, the first – Maria Clara Lucchetti Bingemer, a journalist and theologian at Catholic University in Rio de Janeiro – decring the presence of a person like Bruna in Brazilian society, and the second – Gabriela Silva Leite, a sociologist, former prostitute, and director of a prostitutes’ advocacy group – arguing that moral concerns such as those Bingemer espouses are exaggerated. Bingemer says that

This is the fruit of a type of society in which people will do anything to get money, including selling their bodies to be able to buy cellular phones… We’ve always had prostitution, but it was a hidden, prohibited thing. Now it’s a professional option like anything else, and that’s the truly shocking thing.

Leite replies that

It’s not a book like this that is going to stimulate prostitution, but [comment instead on] the lack of education and opportunities for women… I don’t think Bruna glamorizes things at all. On the contrary, you can regard the book as a kind of warning, because she talks of the unpleasant atmosphere and all the difficulties she faced.

Last but not least, Rother quotes Bruna herself on the debate over social morality:

Brazilian women have this sexy image, of being at ease and uninhibited in bed. But anyone who lives here knows that’s not true.

Carla de Meis, a medical psychiatrist at the Universidade Federal do Rio de Janeiro who has researched the mental health of Brazilian prostitutes, considers this debate in her own research. She points out in her article Subjectivity, Social Suffering, Liminality, and Suicide Among Prostitutes in Brazil that this debate is not just external, that a person can struggle with this question with respect to her own values and worldview. While the contrast is admittedly somewhat artificial, de Meis sets up a contrast between social roles in which a woman conforms to a societal definition of a dutiful wife and mother who honors her family, and in which she rejects family life to make a living through prostitution instead. de Meis notes that many of the prostitutes she interviewed for her research described making a wrenching decision when the elected to bypass the wife and mother role in favor of the prostitution role. She further notes that many prostitutes wanted to get out of their lives as prostitutes as quickly as possible and do their best to rid themselves of the stigma of having been a prostitute and live a life that more closely conforms to their society’s definition of a “good woman” (de Meis’ words).

Though this definition of a “good woman” – dutiful wife, honorable mother, moral woman, etc. – springs from multiple roots, de Meis and Parker both point to the presence of the Catholic Church as being a major factor reinforcing this role in Brazilian society. de Meis notes in particular Clara, a lady who wished to conform to her society’s definition of a moral woman and wanted to work her way out of prostitution to achieve that goal. As such, Clara differentiated herself from “real prostitutes” – women who willingly chose prostitution as a profession. According to de Meis:

Clara maintains that the real prostitutes are the women who begin early in life, explaining that those who begin later, as in her case, cannot adapt to it. She tells us that God curses prostitutes. However when I asked her if the curse of God would affect her she answered “No,” explaining that she pray every day and only works as a prostitute through extreme necessity. This would redeem her from the curse.

Regardless of whether one accepts Clara’s logic or not, her words demonstrate how deeply engrained Catholicism is in the Brazilian consciousness and social culture – even with the acknowledgement that many Brazilians are not personally religious.

As I noted in my discussion of social media in Brazil here, Catholicism is pervading the Brazilian sphere of social media as well. In this October 5 post Bruna offers two passages that touch upon religious themes. Writing about an interview she gave through an Internet chat service during a recent trip to the city of Salvador, she describes fielding a question from an “evangélico” – a person with an evangelical bend:

“As perguntas foram ótimas, mas cheguei na conclusão que eu posso estar onde quiser, em qualquer parte do mundo, que sempre terá algum evangélico com suas teorias macabras para cima de mim… Ele me perguntou se eu não tenho medo da morte… Afff. Sangue de Jesus tem poder ( é assim a frase?)!!! Amém.”

(I will e-mail some colleagues in Brazil to correct me, but in rough translation):

The questions had been excellent, but, as is the case anywhere in the world, there will always be some evangélico with macabre theories. I say this because the only question that left the focus [of the chat session] came from an evangélico… He asked me if I do not fear death… Afff. Sangue de Jesus tem poder (is this the phrase?)!!! Amen.

I do not know of an English equivalent of her last full phrase, “sangue de Jesus tem poder,” but if I read it correctly she is speaking in irony – in effect saying “oh dear God, what a ridiculous question” in response to the inquiry. (If any Brazilian or Portuguese readers can provide a translation, I would appreciate hearing from you). The translation aside, this exchange demonstrates not only the presence of Christianity in Brazilian society, but also the willingness to use the Internet as a forum to discuss it. And while Bruna seems to take an irreverent attitude towards its presence here, a little earlier in her post she describes her surroundings in Salvador as “the kind of life for which one would ask from God,” thus displaying a not-so-irreverent attitude towards religion in her post as well.

Diligent readers will point out the obvious problems with talking about the views and concerns of whole segments of the world’s cultures based upon just a few blogs from those cultures. This is an excellent point, and I do not seek to make any broad assumptions about a culture based solely upon the views of a few bloggers. With that in mind, I invite any commentary you have on the British, Brazilian, or Chinese segments of the blogosphere. I would love to read any discussion you would like to provide, as well as any examples of blogs or other Internet sources you know that support or refute my analyses. Thanks!

(The NY times requires a login to read their articles online. Creating a login and password for the NY Times is free and may be done here).

Work cited:

de Meis, C. (1999). Subjectivity, Social Suffering, Liminality and Suicide Among Prostitutes in Brazil. Urban Anthropology. V. 28:1. pp 65-101.

Posted by Aaron Bowen

Written by sigiii

October 11, 2007 at 9:20 pm

Social media and the Internet in Brazil

Brazilians are passionate about the Internet, and all the social media applications the Internet has made possible. Internet use and social media are pervading a wide range of aspects of life in Brazil, such that even those who do not have Internet access or choose not to participate in social media are frequently aware that the Internet and all its related applications are being inextricably integrated into Brazil’s social fabric. The Wikipedia even lists a technical term for Brazilian appropriation of foreign Internet applications – the Brazilian Internet Phenomenon. And they are matching Americans with regard to time spent online. Telegeography, a telecom consulting firm, reported in 2004 that Brazilian Internet users had overtaken American Internet users in terms of hours online. I actually find their statistic of 12 million Internet users in 2004 inaccurate. Euromonitor International lists 22 million users in 2004 (Euromonitor International, 2006), and Internet World Stats and Caio Bonhila of the International Telecommunications Union list 39,140,000 and 40,800,000 respectively in late 2006/early 2007.

Likewise, many in Brazil are making extensive use of different Web 2.0/social media/social networking applications. My favorite bit of pop culture to come from the Brazilian Internet recently is this music video by Claudia Leitte:

It highlights the extent to which both YouTube and Second Life are becoming a part of daily existence for Brazilian Internet users. The success of YouTube has even prompted Universo Online, A Brazilian version of America Online, to produce a native Brazilian video sharing service, the Videolog. And earlier this year Linden Labs, the company that maintains Second Life launched the Mainland Brasil arm of Second Life, its first non-English language platform (Brasil is the Portuguese spelling of Brazil). Drawing from many Brazilian blogs, Jose Murilo Junior provides this excellent account of the opening of Mainland Brasil. He quotes Brazilian bloggers’ thoughts on the opening itself, on the marketing campaigns that accompanied the opening, on the presence of the Catholic Church in Mainland Brasil, and on the (inevitable) backlash that came with the hype surrounding the event. Two bloggers in particular are worth noting. Drawing from the March 2007 Second Life population data, a blogger named Aenea pointed out that Brazilians are the sixth largest group of active Second Life users, claiming 4.73% of active users around the world. She provides the following comparison of these numbers to other Sough American countries. And writing at the Mundo Linden (Linden World) blog, Debora Perenti writes that

The Catholic community and communications network “Canção Nova” will launch the second biggest Brazilian enterprise in Second Life. It is the first Christian world large scale initiative in Linden Lab’s virtual universe. The “Canção Nova Island” forms an archipelago of 25 islands which will turn into the biggest Brazilian (and Global) Christian center, and offers a communal space for relationships, events and business in Second Life, is already in an advanced stage of development and building. The project was already being discreetly executed about 3 months ago. A team of 15 people take care of the diverse aspects in the island, such as terraforming, infrastructure, code programming, multimedia development, along side of the space’s commercial and managerial demands. (Translation by Jose Murilo Junior)

The presence of the Catholic Church in Mainland Brasil is a huge example of the confluence between Web 2.0 applications and a longstanding institution that forms part of the social and cultural fabrics of the Brazilian people.

In addition to the Brazilian presence in Second Life, hundreds of thousands of Brazilians use the Orkut social network. Developed by Google, Orkut is an example of the Brazilian Internet phenomenon listed above – an American network, but more Brazilians than Americans using it. Jose Murilo Junior writes about Orkut as well – as he says,

In order to understand Google’s significance in South America’s biggest country it must be realized that today of the 20 million Brazilians with access to the Internet , approximately 17 million are in Orkut.

And immediately after he makes this statement he pulls together literature from around the Brazilian blogosphere outlining a tension between Brazilian authorities seeking Orkut patron information on people suspected of being involved in foul play and Google’s unwillingness to turn over information it believed should remain confidential. In addition to discussions of censorship and comparisons of Brazil’s government to the governments of China and Iran (both of whom have asked Google for information on Internet users), some of the discussion focused on an extremely frightening prospect for many Brazilians – that Google might elect to close Orkut to Brazilian social networkers rather than turn over data to the Brazilian government. Luckily for Brazilian Orkut users this course of action never became reality, and Orkut is still freely accessible in Brazil. This amalgamation of blogosphere chatter culminates in Murillo Junior’s thought that

All sides should keep in mind that the case can be an opportunity bringing important insights about how to deal with identity in the web environment. Brazilians are ready (eager?) to explore these possibilities. It would be important also that Google Brazil’s team should be prepared to think and move with respect for local cultural sensibilities while dealing with the implications created by such a huge experiment in social networking. It is obvious that ‘adsense’ sales people are not prepared to understand the deep issues that will keep emerging from the incredible digital laboratory spontaneously generated by social networking. Google’s one-size-fits-all approach may just not fit everywhere, every time.

I’d be interested to know any or your thoughts on the extent to which a social network or other Web 2.0 application can be imported from one “local cultural sensibility” into another one, contrasted to the extent of localization that must occur to make a social networking service palatable to a culture different from the one that produced it.

Citizen journalism blog reactions to violence in Brazilian cities

As is evident from Murillo Junior’s sources, the Brazilian blogosphere in general is vast and covers many different topics, from people’s daily lives, to blogs discussing specific topics. (In fact in terms of breadth and topics, the Brazilian blogosphere isn’t too different from the blogosphere in America, although the content posted to Brazilian blogs will have its own distinct cultural characteristics). Though they are by far not the only blogs to discuss these topics, I have run across two blogs in particular that highlight issues within Brazilian politics and rising violence in Rio de Janeiro. Written in both Portuguese and English, the political blog, Brazil Political Comment, is managed by a consultant in São Paulo named John Fitzpatrick, and (in its own words) offers “opinion and analysis of the Brazilian political and business scene.”

A starker example of a social justice blog, Rio Body Count chronicles the numbers of dead and wounded in Rio between February and September of 2007. For the past year to year and a half, Brazil’s major cities – Rio and São Paulo in particular, but other cities as well – have been hit by a severe spike in violence and gang-related activity. There are multiple causes of this spike, but in particular ethnic tensions and a wide gap between wealthy and poorer people (combined with a perception that this gap is widening even further) have fueled this rise of violence. An October 6, 2006 article by Ralph Hoppe in Der Spiegel called São Paulo: Laboratory of Violence provides easily the most graphic but detailed and informative picture of São Paulo’s heightened level of violence I have seen:

The criminal underworld in Sao Paolo wields a power that rivals the Brazilian government’s. It organizes deadly violence but serves as a welfare state, while the city’s wealthy have withdrawn into luxury neighborhoods and feel safe only when they travel by helicopter. Is Sao Paolo a forerunner of the 21st-century metropolis?

For Sao Paolo, 2006 is the year of violence. Never before have there been such intense and protracted battles between gangsters and the police, concentrated attacks that paralyzed the giant city for days… All this violence amounted to a challenge to the Brazilian government by the criminal underground. According to people in the favelas, it was high time. Sao Paolo proper has 10 million inhabitants; it’s the sixth-largest city in the world, the largest in the southern hemisphere. In this chaos of wealth and sordid misery, gleaming skyscrapers and gray huts, the criminal underground has issued its call to arms, and the upper classes have retreated deeper and deeper into enclaves of wealth…

Since this year’s civil war, though, the [“Primeiro Comando da Capital” or “First Command” – the main criminal gang operating in São Paulo] builds internal coherence through fear and trust… and the message of the violent “demonstration” was simple: This city is ours.

Rio witnessed a similar spike in violent crime in 2006 and 2007. Groups like Rio Body Count have used different means, including their blog, to convey a message of opposition to violence of this nature. Accessing the site on September 19 of this year and using Google translator, one passage on the site reads

At the beginning of the project, the shock was gigantic… [An average of ten] died per day, and the people had started to debate on the violence, on the real necessity to decide everything with more violence. Many blogs had appeared to debate the subject, others had deepened the speech, similar projects to the Riobodycount had been initiated in other States of Brazil, and the numbers had been growing each time more…

This violence, peaceful protests against it, and police actions to counter it also entered the mainstream media and made it onto citizen journalism blogs. Roger Cohen wrote about the current violence in Brail and its causes in the New York Times, and on the French citizen journalism site AgoraVox, J.N. Paquet had this report on the Rio de Paz (“River of Peace”) movement placing 3,000 black bags filled with sand on Copacabana beach in Rio to represent the 3,000 people killed in their state during the first half of 2007. He includes the following picture of the Rio de Paz cemetery:

Image of the Rio de Paz cemetery on Copacabana beach

Alan Mota at OhMyNews, a Korean citizen journalism site, wrote about a police reaction to the rise in violence, which involved coordinated efforts by 25,000+ police officers across Brazil and yielded over 2,000 arrests.

Other Brazilian uses of social media

Like any outlet for citizen journalism, Brazilian sites cover many topics – the blog reactions to violence discussed above being just one (rather grim) example. Also writing in OhMyNews, Antonio Carlos Rix covered the Eu-Reporter (“I Reporter”) site, which he describes as “a collaborative section at the famous Brazilian print newspaper and online newspaper O Globo.” Rix also points to two articles by OhMyNews reporter Ana Maria Brambilla, one about citizen photojournalism in Brazil, the other about professional relationships between citizen journalists.

Concerning corporate blogs in Brazil, Josh Bernoff of Forrester Research shares his experiences from a conference in São Paulo:

CEOs here want to blog. I met with CEOs of companies large and small, and this question kept coming up. “How much time does it take?” “What if someone criticizes us?”… I was intrigued that this idea was so popular. I think businesspeople in Brazil are more used to taking risks.

And beyond citizen journalism and the blogosphere, Richard MacManus writes about a host of Brazilian Web 2.0 applications that have emerged within the past two years. He covers, among others,, theYouTube clone I mentioned above, the Gazzag and Wasabi social networks, the BlogBlogs and OverMundo blogging services, and the Flogão photo sharing service.

So in short, Brazilian social media applications and social media users are extensive and growing, and they use these media platforms to discuss a wide range of topics. As Internet connectivity and Internet use continue to expand in Brazil, the numbers of Brazilians using these applications to put their voices on the Web will do nothing but increase – and, I predict, increase rapidly.

Work Cited:
Euromonitor International. (2006). International Marketing Data and Statistics 2007. 2nd ed, v. 2. London, U.K: Euromonitor International Plc.

Posted by Aaron Bowen

Written by sigiii

September 19, 2007 at 9:43 pm

Global social networking

Did you know that Americans do not have the largest social networking communities in the world? According to market research by Ipsos, America comes in fifth place in terms of number of people connected to a social network – South Korea comes in first. According to Ipsos,

Leading all other markets in its love affair with social networking is South Korea, as half (49%) of all adults in this country have visited at least one of these websites in the past, while over half of all online adults have visited a social networking website in the past 30 days… In comparison, about one in five American adults (24%) have ever visited a social networking website.

The chart they include is the best part of this announcement. It points to South Korea and Brazil as being the most active social networkers, with China and Mexico closer to the U.S. but still more active than American social networkers. (additional reports about these findings here, here, and here).

Furthermore, According to research by comScore, a company that measures Internet use statistics, different services gain and maintain popularity in different regions of the world. While social networking in the U.S. is dominated by MySpace and FaceBook, Latin and South America (Brazil in particular) primarily use Orkut, and the Asia/Pacific region uses Friendster first and foremost, and Orkut as a numerically solid alternative. As the comScore press release notes, (62 percent) and (68 percent) attract approximately two-thirds of their respective audiences from North America. That said, each has already amassed a large international visitor base and both appear poised to continue their global expansion. has a particularly strong grasp on Europe, attracting nearly 63 percent of its visitors from that region, while Orkut is firmly entrenched in Latin America (49 percent) and Asia-Pacific (43 percent). Friendster also attracts a significant proportion of its visitors (89 percent) from the Asia-Pacific region.

And ironically, all the companies in the comScore study are American. Some have just wound up being more popular in other countries besides America. But are there social networking services born in other countries, which cater to people in those countries? Absolutely.

Danah Boyd has provided a (partial) list of foreign social networks, as well as the languages in which they are published and the number of profiles each has. She lists

Cyworld (Korea)

Mixi (Japan)

QQ (China). Here is a link to the English version of QQ, which has a South African web address and a much cleaner appearance than the Chinese site.

Hevre (Israel)

Lunarstorm (Sweden). British version here.

StudiVZ (Germany). StudiVZ has mirror sites in French, Italian, and Polish, as well as a Spanish language version targeting South America, but no English version.

Her commenters have listed still more services – one pointed in particular to this list, which lists many non-American services. All told I’ve looked at perhaps 30 to 50 non-American social networking services, some of whom claim tens of millions of users.

And yes, foreign social networks can look different from American ones, and people of different nationalities may use them differently from people in the U.S. or discuss topics that wouldn’t reach an American audience. For example Hevre, an Israeli site, looks like this:

Image of Hevre, an Israeli social network

La Zona, a music industry oriented social network maintained by MTV Latin America, looks much closer to American social networks than Hevre does, but even then (to my mind at least) this site has a distinctly more Latin American appearance than a U.S.-based social network.

Image of La Zona, a Latin American social network

In terms of how people in different countries use social networks differently than people in the U.S., Forrester Research’s Vice President and Principal Analyst Charlene Li wrote a report on Mixi that noted certain cultural differences in how Japanese people network with each other. I found these characteristics of particular interest:

Invitation-only participation. Most of the Mixi users I spoke with said that they use Mixi only to connect with their friends. The most used feature – the “diary”. They update their own and frequently check their friends’ diaries. While essentially a blog, many users don’t consider it one, as it’s really only for their friends.

Anonymous profiles. As a rule, the Japanese don’t use their real names on their profiles. While this is also often true in North America, I found it interesting that users made it a point to tell me that they didn’t use their real names. Also, very few of the Mixi users I spoke with said that they had ever interacted with people they did not know, the complete opposite of the behavior usually found on MySpace.

Heavily mobile-based. Several users told me that text messaging updates actually facilitated participation as they were more comfortable writing than engaging in face-to-face conversations.

Structure. Unlike MySpace, Mixi is highly structured with minimal ability to change the layout. The users I spoke with liked the structure, as it created certainty about how users were to interact with each other.

Writing in the International Herald Tribune, James Shih echoes Charlene’s thoughts about the structure of Mixi in this article. He notes that

MySpace, for example, has often been described as a “free-for-all” in which members can easily create multiple profiles, add their own programming and post other kinds of media, like pictures, music and videos… Mixi of Japan, however, has a much more structured approach. A person can join only if invited by current members. Personal profiles are based only on text, except for three photos (premium service allows more). Surprisingly, users do not seem to mind. In fact, most members do not post pictures of themselves, opting instead for photos of celebrities, scenery or pets.

This article continues by discussing Cyworld, which it says blends elements of virtual worlds (such as Second Life) with social networking:

Cyworld is yet another story. Personal profiles are dominated by the Miniroom, a 400- pixel-by-200-pixel space that users can decorate with digital furniture, wallpaper and other objects, much as they would decorate real rooms. An avatar, or a character representation referred to as Minime, is also in the room, and the user can change Minime’s clothes, hair and facial expression. In fact, users pay real money to buy the various virtual objects to spice up the lives of their Minimes.

By comparison to Japanese Mixi users, Chinese people are more willing to network with people they do not personally know – in fact they are even more willing to do this than American social networkers are. This chart from the eMarketer report I linked to above indicates that Chinese people are far more outgoing when it comes to social networking than their peers in Europe and the U.S., and the report itself adds that

Among adult Chinese broadband users, 80% had discussed hobbies or interests online via a social network, and 78% had used a social network to meet new people. Less than half of users in most other markets surveyed said they had used a social network for either of those purposes.

The internationalization of social networking has caught the attention of American services as well. MySpace in particular has branched out to other countries. They have dedicated this entire page to their global network, and generated media buzz such as this Victoria Shannon article in the Herald Tribune. But as to how successful these transplanted networks will or will not be among different demographic segments of the world’s population, Bob Ivins of comScore has the most pertinent observation. He notes that

A fundamental aspect of the success of social networking sites is cultural relevance… Those doing well in certain regions are likely doing an effective job of communicating appropriately with those regions’ specific populations. As social networking continues to evolve, it will be exciting to see if networks are able to cross cultural barriers and bring people from different corners of the globe together in fulfilling the truest ideals of social networking.

So I’ve just thrown a bunch of information at you. Now it’s your turn – I’d love to have your thoughts as a comment. Have you encountered the international sphere in your own social networking activities? If so, did you encounter any cultural differences you found particularly striking? If you met someone from a different country through your network, did s/he talk about his/her home country? If so, what did s/he say?

Posted by Aaron Bowen

Written by sigiii

August 12, 2007 at 2:55 am