The influences of different types of social media activities on ethnic minorities’ acculturation

Adopting the activity-audience framework, this study examined how different social media activities among a group of ethnic minority students associated with acculturation. It took a Qual-Quant sequential design by interviewing 44 secondary school ethnic minority students in Hong Kong first to conceptualize the potential relationships and then surveying 565 students to test the conceptual model. It found that different social media activities associated differently with acculturation; in contrast to the weak association of communication with friends and schoolmate, consuming mainstream culture-related information and interacting with strangers from the mainstream culture were the important determinators of the students’ bicultural competence and bicultural identity. Cognitive appraisal positively mediated the contribution of information consumption, whereas communication with strangers was mediated positively by behavioral appraisal but negatively by affective appraisal. The findings advocate a differentiated approach toward utilizing the affordances of social media activities for acculturation.