Global Face with a National Body? Facebook Appropriation and Use in a National Context

This paper presents a study of Facebook in a national context, examining language use, friend networks, and
content interaction and sharing. Based on a survey (n=739), six interviews with people living in Denmark, and
ethnographic observation on site, the paper present findings which indicate that Danes (of Danish origin) on
Facebook mostly interact in Danish with other Danes they know, focusing on their own life and local news,
whereas Danes with a mixed background interact with people in several countries and in several, but still only
with people close to them. A majority share international entertainment (such as YouTube videos), or sign up for
international groups and activities on Facebook. A minority seem to be living in a “Danish capsule” with no or
very little transnational interaction. Nothing in these findings indicate strong globalising effects by being on
Facebook, but mundane global (sharing) activity needs to be examined further.