Digitally saving face: An experimental investigation of cross-cultural differences in the use of emoticons and emoji

Across three experiments we examined cross-cultural differences in the use of emoticons (Experiment 1) and emoji (Experiments 2 and 3) when sending text messages. In all experiments, participants wrote text messages to another person based on different hypothetical situations (varying in valence or face-threat). We assume that digital CMC cues can serve a face-management function. Hence, based on the assumption that East Asians, relative to Americans, tend to be more concerned with face-management, we expected East Asians to use more emoji and emoticons than Americans, especially in threatening situations. Our results supported our hypotheses: East Asians used significantly more CMC cues overall, and displayed greater situational sensitivity (i.e., used more situationally-congruent CMC cues). Moreover, there were significant, positive correlations between emoji use and scores on collectivism and interdependent self-construal. The preference for emoji use by East Asians does not appear to be a function of poorer English language proficiency; in Experiment 3 there was a significant positive correlation between ESL proficiency and emoji use. We discuss these findings in the context of past cross-cultural communication research as well as politeness theory and face-negotiation theory. •East Asians used more CMC cues than did Americans overall throughout their messages.•East Asians used more situationally-congruent CMC cues than did Americans.•There was no relationship between English-language proficiency and CMC cue use.