The advance of the Internet in the past decade has radically changed the way people communicate and collaborate with each other. Physical distance is no more a barrier in online social networks, but cultural differences (at the individual, community, as well as societal levels) still govern human-human interactions and must be considered and leveraged in the online world. The rapid deployment of high-speed Internet allows humans to interact using a rich set of multimedia data such as texts, pictures, and videos. This position paper proposes to define a new research area called ���connected multimedia���, which is the study of a collection of research issues of the super-area social media that receive little attention in the literature. By connected multimedia, we mean the study of the social and technical interactions among users, multimedia data, and devices across cultures and explicitly exploiting the cultural differences. We justify why it is necessary to bring attention to this new research area and what benefits of this new research area may bring to the broader scientific research community and the humanity.