Selective exposure and selective perception behavior on E-san cultural negotiation

Abstract

This research is aimed at studying the density of negotiation in E-san culture through the content of messages and investigating message receivers' perceptions of E-san cultural negotiation by using a mixed method. This current study employed a qualitative approach using a textual and content analysis; also, questionnaires were used for the quantitative approach. The results show that the communication in cultural negotiation can be divided into five levels. With regard to the impact factors on selective exposure behaviour on E-san cultural negotiation, most respondents expose themselves to the E-san media because they are fond of E-San culture. The impact factors on selective perception behaviour on E-san cultural negotiation indicated no mean difference in the perception of cultural negotiation among the different genders, occupations, ages, and incomes. There was a significant difference in the perception of cultural negotiation in terms of levels of education, native habitat, and experience/understanding about E-San culture. © 2020 Primrose Hall Publishing Group.