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Previous scholarship has suggested various functions of visual expression in supporting computer-mediated communication. In this study, we move beyond the utility perspective to ask what constitutes the literacy to utilize visual expression for impression management. Towards this goal, we conducted an interview study with 30 social media users in China. We found that visual literacy intersects with its cultural context. Our interviewees used text and visual expressions in sophisticated, skillful ways and tailored for different audiences in order to construct desired images. They also interacted with audience memory in order to perform their uniqueness and creativity. Lastly, we discuss culturally-embedded visual literacy and provide implications for design.<\/jats:p>","DOI":"10.1145\/3359170","type":"journal-article","created":{"date-parts":[[2019,11,8]],"date-time":"2019-11-08T13:40:21Z","timestamp":1573220421000},"page":"1-24","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":25,"title":["Culturally-Embedded Visual Literacy"],"prefix":"10.1145","volume":"3","author":[{"given":"Yuan","family":"Wang","sequence":"first","affiliation":[{"name":"Tianjin University of Technology, Tianjin, China"}]},{"given":"Yukun","family":"Li","sequence":"additional","affiliation":[{"name":"Tianjin University of Technology, Tianjin, China"}]},{"given":"Xinning","family":"Gui","sequence":"additional","affiliation":[{"name":"Pennsylvania State University, University Park, PA, USA"}]},{"given":"Yubo","family":"Kou","sequence":"additional","affiliation":[{"name":"Pennsylvania State University, University Park, PA, USA"}]},{"given":"Fenglian","family":"Liu","sequence":"additional","affiliation":[{"name":"Tianjin University of Technology, Tianjin, China"}]}],"member":"320","published-online":{"date-parts":[[2019,11,7]]},"reference":[{"key":"e_1_2_1_1_1","doi-asserted-by":"publisher","DOI":"10.5210\/fm.v23i9.9410"},{"key":"e_1_2_1_2_1","doi-asserted-by":"publisher","DOI":"10.1145\/2556288.2557376"},{"key":"e_1_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1145\/2998181.2998243"},{"key":"e_1_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2011.02.001"},{"key":"e_1_2_1_5_1","doi-asserted-by":"publisher","DOI":"10.1111\/jcom.12106"},{"key":"e_1_2_1_6_1","doi-asserted-by":"publisher","DOI":"10.1353\/dss.0.0114"},{"key":"e_1_2_1_7_1","volume-title":"China's New Confucianism: Politics and Everyday Life in a Changing Society","author":"Bell Daniel A.","unstructured":"Daniel A. 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