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The whole casual hook up culture doesn’t really exist in Russia the way it does elsewhere.Whether it be the high amount of Russians that live with their extended families, the lower life expectancy rate, lack of the crazy college scene, or the tradition to get married in their early 20’s, serious relationships are just the norm in Russia.Whether or not we realize it, our national culture and learned behavior also translates to similar online behavior.Everything from the way we interact with the opposite sex to our behavior on a daily basis manifests itself in culturally accepted and expected Internet behavior.Through my background in cultural anthropology, I took things I know about Russian culture and assessed the way they appear online.Of course, for each online industry there are many specifics to take into consideration but the following general cultural attributes of successful websites may be applicable and helpful across a number of online industries in Russia.Take for instance, Russian Men’s Day that is approaching on February 23rd.Traditionally, women give men gifts on this day and the dating site incorporates that into their interface as seen below.
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While many Internet behaviors could be considered universal and the popularity of a particular site or app may appear to be ubiquitous, certain unique cultural aspects are setting websites apart by the way global users act on them.
I selected a few very obvious ways that Russian culture matters online.
Both men and women post lots of well thought out and planned pictures.
Most likely users are in pictures alone and it’s common see a series of pictures of the person posing in one location in the same outfit (yeah, pretty much a photo shoot).
I explain three Russian cultural traits in the context of their role online: appreciation for gift-giving, maintenance of a positive public image, value of serious relationships.