Professional Documents
Culture Documents
Communication Online:
How Diverse Cultural Values
and Communicative
Preferences Shape Users and
Uses of Computer-mediated
Communication Technologies
Jonathan Zhu, Fay Sudweeks, and C Ess (eds.), Internet Adoption in the
Asia-Pacific Region, special issue of Journal of Computer-Mediated
Communication, 7: 2 (January, 2002).
<http://www.ascusc.org/jcmc/vol7/issue2/>
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See <www.it.murdoch.edu.au/catac/>
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CATaC ‘04 - 29 countries …
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CATaC ‘04 - themes:
Culture: Theory and Praxis
ICTS and intercultural communication
ICTS and cultural hybridity
Culture, ICTs, and online learning
Governments, activists, and Culture / Technology /
Communication
The Multilingual Internet
ICTs and development
Culture and ICT diffusion
Youth and indigenous cultures
See <www.it.murdoch.edu.au/catac/>
Initial Findings: Cultural Conflicts
What happens in praxis as CMC technologies are
implemented across a continuum of cultures?
US Europe Middle East Asia indigenous
peoples
Contrast/Conflict
white middle Rey’s study of Israel (Dahan, Singapore; Malaysia -
class males German-, 1999); Japan (Heaton, Kelabit (Harris
vis-à-vis … French-, Italian- Kuwait 2001); et al, 2001);
females / speaking Swiss (Wheeler, 2001) Malaysia (Abdat Philippines
African- & Pervan, 2000) (Sy, 2001);
Americans / (2001) Indonesia South Africa
Hispanics / (Rahmati, 2000); (Postma,
Asian- Thailand 2001)
Americans / (Hongladarom,
Native 2001)
Americans
(Stewart et al,
2001) “NO THANKS!”
eKiribati (Solomon
Islands – Sofield, 2000)
Failures of Culture & HCI -
Examples
1. Japanese CSCW (Heaton)
--> high content/low context vs. low
content/high context (Hall)
2. Japanese Internet and Democracy
(Nakada et al)
3. Maori in the Library (Duncker)
1. Japanese CSCW (Heaton 2001)
Shakai Seken
Democracy, individualism, Morality,
society, law, system, free Reciprocity,
speech, human rights Locality, Social
Order
Individualism/Collectivism:
‘...the relationship between the individual and the
collectivity which prevails in a given society.’
Uncertainty Avoidance: The extent to which members
of a society feel threatened by uncertainty is called
‘Uncertainty Avoidance’
Masculinity versus Femininity: Hofstede (1980) states
that the predominant socialisation pattern is for men to
be more assertive and for women to be more nurturing.
His review of the work goals indicated a near
consistency on men scoring advancement and earnings as
more important, and women scoring supervision, social
aspects of the job, working conditions, working hours
and ease of work as more important. Hofstede’s
calculated scores of Masculinity/Femininity for only a
small group of nations are available...
South Asia
A. Abdat and Pervan (2000) analyze Group Support
Systems - especially their capacity to allow users to
provide anonymous feedback - in light of Indonesian
cultural values. They characterize Indonesia (in
terms familiar from Hofstede) as low
individualism/high collectivism and high power
distance - such that people arrive at major
meetings, for example, with the details already
negotiated and planned: the point is to avoid
surprises - especially those that lead to "loss of
face," where saving face is a central value from
Confucian ethics (2000, 211).
South Asia
A. Abdat and Pervan (2000):
In this context, anonymity - touted in the West as one of the
advantages of CMC technologies, as it encourages more open
expression and may contribute to a "flattening" of
organizational hierarchies - is janus-faced. On the one hand,
in certain pre-meeting contexts (i.e., where details to be
approved in the major meeting are negotiated), anonymity may
contribute to group efficiency as it reduces status
differential. On the other hand, in major meetings in which
face is much more at stake, anonymity might encourage
comments and questions that threaten face. For these and
other reasons, Abdat and Pervan argue that GSS systems
need to be re-designed in order to make anonymity a
switchable feature (213f.).
South Asia
B. Nasrin Rahmati (2000) characterizes Malaysia as a
culture marked by a
distinctive religious commitment factor,
as well as
high fatalism,
high uncertainty avoidance,
collectivism,
traditionalism, and
the value of keeping face.
Such a society is thus denoted as a "tight" society, in
contrast with a "loose" society, such as Australia, which
is marked rather by low religious commitment, low
fatalism, low uncertainty avoidance, individualism, etc.
1. Hall, Hofstede, and Web-based marketing
successes / failures - Hermeking (2004)
International Internet consumption (all users, 2001):
100
90
80
[% of population]
70 61,2
60
47,5 47,25
50
40 28,9
30
20
6,2
10
0
USA Australia Canada Japan Brazil
cf.: spectrum.troyst.edu/~vorism/hofstede.htm
1. Hall, Hofstede, and Web-based marketing
successes / failures - Hermeking (2004)
International Internet consumption (Europe, 2001):
1. Hall, Hofstede, and Web-based marketing
successes / failures - Hermeking (2004)
Content appeal:
information/rational entertainment/emotional
written text
Low-context
communication
Layout:
High-context
communication
visual picture
Interlude - Caveats re. “Culture”
Obvious (?) dangers of essentializing both “culture” and
those ostensibly shaped by it
--> dangers of stereotyping, generalizing, etc.
“No langue-parole or system-process distinction can catch
this play, culture at work. Culture alive is always on the run,
always changeful. There is no reason to throw up one’s
hands over this.
-- Spivak, Gayatri Chakravorty. 1999. A Critique of Postcolonial
Reason: Toward a History of the Vanishing Present.
Consciousness
A Sample “Cultural
Folklore Grammar
Pyramid”
(from: Reeder et al 2004) Literature Theatre Art
Raising / educating children “Going about” (Umgang) with other human beings
Values
Denmark
C. Würtz - McDonalds and “glocalization”
practices on the Web
Transparency
Japan
C. Würtz - McDonalds and “glocalization”
practices on the Web
Linear (LC) versus parallel (HC)
navigation
China
hyperstructure
C. Würtz - McDonalds and “glocalization”
practices on the Web
Implications for Site Design
Icons, symbols,
colors, graphic
design
Yahoo! China
CATAC 2002: Power of the
Audience
Bucher@uni-trier.de
Yahoo! US
Main Features Main Features
Music & Email
Search Field Search Field Yahoo!
Headlines Media Studies
Announcement
Overview: Yahoo! Services Overview: Yahoo! Services
Member Section
Advertisement
News
Film News
Sport:
Chinese Soccer League Wallpaper
Downloads Shopping
Yahoo! Worldwide
En
Yahoo! Worldwide
Search Field (2)
Yahoo! China
CATAC 2002: Power of the
Audience
Bucher@uni-trier.de
Yahoo! US
Member Section
Navigation
Media Studies
Advertisement
Advertisement
Service
(Search Maschine)
Advertisement
Navigation Classified
Program
Ads
TV
Sina´s Customer
Service (Games)
Tabloid Tabloid
Interactive
News News
Poll
Advertisement
Release
Tabloid News
Press
I had also asked for assistance in this matter from several colleagues working in Arabic-
language cultures. Deborah Wheeler, who has done “on the ground” research on ICTs
and culture in the Middle-East for many years now, provided a very helpful reply…
F. Postlude: designing Arabic-
language sites
…web site design must be culturally compatable, which means that web sites, for a company
say, are highly graphics based, use lots of flash and java, and have very little text or data.
Another constraint is the tendency to want to keep information private, only shared with
those who are trustworthy or need to know something. Your observations of Asia, apply to
the Arab region. (email, August 5, 2004)
This reply is helpful first of all as it confirms my original hypothesis. This, of course,
doesn’t “prove” anything - but it does suggest that the general frameworks developed
here, based on Hall’s schema (which, nicely enough, began with his work on Arabic-
language cultures) are at least generally helpful.
Secondly, Dr. Wheeler’s reply goes beyond my general hypothesis to provide important
additional information that should be useful to website designers - and to those of us
“surfing” such sites: we should know better what the presence and absence of graphics
and text, respectively, signifies.
Finally, Dr. Wheeler also points us to the following:
Norhayati Zakaria, Jeffrey M. Stanton and Shreya T.M. Sarkar-Barney, "Designing and Implimenting Culturally-
Sensitive IT Applications: The Interaction of cultural values and privacy issues in the Middle East," in
Information Technology and People Vol 16 Issue 1, 2003, pp. 49-75.
Thanks!
In summary…
…design indeed is highly culturally specific and …universal principles
– for example of website usability – are implausible.
-- Bucher 2004, 425
Bucher, Hans-Jürgen. 2002. The power of the audience: Interculturality, interactivity and trust in Internet
Communication. In F. Sudweeks and C. Ess (eds.), Cultural Attitudes towards Technology and
Communication 2002: Proceedings of the Third International Conference …Montreal, Canada, 12-15 July
2002, 3-14. Murdoch, Western Australia: Murdoch University Press.
Dahan, Michael. 1999. National Security and Democracy on the Internet in Israel. Javnost-the Public, VI (4), 67-77.
Duncker, Elke. 2002. Cross-cultural usability of computing metaphors: Do we colonize the minds of indigenous
web users? In F. Sudweeks and C. Ess (eds.), Proceedings of the Second International Conference on Cultural
Attitudes towards Technology and Communication, 217ff. Murdoch, Western Australia: Murdoch University.
Ess, Charles (ed.). 2001. Culture, Technology, Communication: Towards an Intercultural Global Village, with Fay
Sudweeks, Foreword by Susan Herring.. Albany, NY: State University of New York Press.
Hall, Edward. 1976. Beyond Culture. New York: Anchor Books.
Hannerz, Ulf. 1992. Cultural Complexity: Studies in the Social Organization of Meaning. New York: Columbia
University Press.
Harris, Roger, Poline Bala, Peter Songan, Elaine Khoo Guat Lien, and Tingang Trang. 2001. Challenges and
Opportunities in Introducing Information and Communication Technologies to the Kelabit Community of
North Central Borneo. New media and society 3 (3): 271-296.
Hermeking, Marc. 2004. Cultural Influences On Internet Diffusion and Website Acceptance: Some Findings From
Cross-Cultural Marketing Research. In F. Sudweeks and C. Ess (eds). Proceedings Cultural Attitudes Towards
Communication and Technology 2004, 442-453. Murdoch, Western Australia: Murdoch University.
REFERENCES
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REFERENCES
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