Media and interpersonal channels uses and preferences during the COVID-19 pandemic: the case of the United States, Thailand, and Croatia

According to media systems dependency theory, increased dependence on media to meet individual needs is directly proportional to greater perceived media importance in one's life and subsequently stronger media effects on one's attitudes and behavior. This dependency relationship intensifies during times of uncertainty or crisis. Although several recent studies have focused on media dependence during health crises such as SARS and H1N1 influenza, insights from eastern countries may not be validated in other hemisphere. Therefore, the purpose of the current study was to adopt a cross-cultural lens to examine how participants from three different continents used media during the COVID-19 pandemic. In total, 860 adults completed a survey during April and May 2020. Participants were asked to provide demographic and socioeconomic details, followed by questions measuring their media consumption, channel preferences, motivations, and perception of their well-being during the COVID-19 pandemic. Results revealed that national culture had a strong influence on media use and preferences during the COVID-19 crisis. For example, the US participants spent the most time using the media but scored the lowest on well-being. This aligns with the claim that in individualistic countries people rely on media more than on their social network. US participants also used the media for surveillance goals more than their Thai or Croatian counterparts. Another cultural difference was that Thai participants reported using the media to relax more than other nationalities, which reflects the Thai's “way of life” and can explain their higher score on well-being. Finally, there were cultural differences in the use of social media. While Croatian and Thai participants' use of social media reflected collectivistic tendencies (using social media for social interaction), among Americans, social media use reflects individualistic trends (using social media for surveillance). The study discusses limitations and suggestions for future research.