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Issue: Vol. 42 No. 2
Section: Research
DOI: 10.63023/2525-2445/jfs.ulis.5720
Date Published: 28/04/2026
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How to Cite
Dang, T. B. D., Le, V. L., & Tran, T. D. (2026). INTERCULTURAL COMMUNICATION IN SOCIAL MEDIA DISCOURSE: A QUALITATIVE STUDY OF FACEBOOK AND YOUTUBE COMMENTS IN THE VIETNAMESE CONTEXT. VNU Journal of Foreign Studies, 42(2), 53-64. https://doi.org/10.63023/2525-2445/jfs.ulis.5720

INTERCULTURAL COMMUNICATION IN SOCIAL MEDIA DISCOURSE: A QUALITATIVE STUDY OF FACEBOOK AND YOUTUBE COMMENTS IN THE VIETNAMESE CONTEXT

Thi Bao Dung Dang1, Van Lanh Le1, Thanh Du Tran2,
1 Can Tho University of Technology, 256 Nguyen Van Cu, Cai Khe Ward, Can Tho City, Viet Nam
2 Thu Dau Mot University, No. 6 Tran Van On Street, Phu Loi Ward, Ho Chi Minh City, Vietnam

Main Article Content

Abstract

This article analyzes how intercultural communication is manifested in Vietnamese users’ social media discourse and examines the role of the Vietnamese sociocultural context in shaping these practices. Adopting a qualitative discourse-analytic approach, the study draws on a corpus of 72 public comments collected from Facebook and YouTube. The findings indicate that intercultural communication in the data is mainly manifested through three dimensions: negotiating cultural differences, constructing and contesting “us–them” boundaries, and critical reflection associated with cultural positioning. The data also suggest the imprint of the Vietnamese context through orientations to face, collectivist values, and the adjustment of public expression in online interaction. The study contributes to current scholarship by showing intercultural communication as a context-embedded discursive practice in digital environments and by adding a perspective from Vietnam to existing research on intercultural communication in social media discourse.

Keywords

intercultural communication, social media discourse, discourse analysis, critical cultural awareness, Vietnamese context

Article Details

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