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Mixi is an invitation-only service, which means registration requires an introduction from someone who is already a Mixi member. Such in-group tactics mirror the "cliquish" Japanese culture. While "Japanese tend to be more reserved and prefer to gradually get to know each other," the character of the American-based MySpace is much more in-your-face. With flashy text and a bombardment of pictures, videos, and messages, MySpace seems the polar opposite of the "prim, organized columns and stamp-size photos" of their Japanese counterpart. Tony Elison, senior vice president at Viacom International Japan, states "MySpace is about me, me, me, and look at me look at me look at me," which caters nicely to the highly individualistic culture within America...
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