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Impact of culture to the content of websites

This article explores the influence of culture on website content, discussing the choice between standardization and localization strategies, reasons for localization failures, and the different levels of culture that affect website design. The article also provides examples of how cultural values, such as individualism-collectivism and uncertainty avoidance, can be reflected in website elements.

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Impact of culture to the content of websites

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  1. Impact of culture to the content of websites Elena Vitkauskaitė Kaunas University of Technology Lithuania

  2. Agenda 1. Culture 2. Standardise or localise? 3. Why localisation efforts fail? 4. Levels of culture 4.1. Perceptual level 4.2. Behavioural level 4.3. Symbolic level Elena Vitkauskaite

  3. 1. Culture • The culture is man-made part of the human environment (Herskovits, 1955) Elena Vitkauskaite

  4. 2. Standardise or localise? • Standardisation strategy uses promotional messages internationally, translating but not otherwise modifying headings, illustrations or copy • Localisation (or adaptation) strategy posits that consumer difference may have been widening and that messages should be tailored according to culture, media availability, product life-cycle stages and industry structures • Third school of thought offers a compromise approach – appropriateness of standardisation depends on the product, consumer characteristics and environmental factors Elena Vitkauskaite

  5. 3. Why localisation efforts fail? • Designers do not necessarily know about other cultures • Cosmetic changes are not enough Source: Bortoli, de M., Gillham, R., & Maroto, J. (2003). Cross-cultural Interactive Marketing & WebsiteUsability Elena Vitkauskaite

  6. 4. Levels of culture • Perceptual level (emphasises on language use and colour categories) • Behavioural level (emphasises on cultural values) • Symbolic level (emphasises on emic understanding of signs and symbols of the society) Source: Singh, N. (2002). Analyzing Cultural Sensitivity of Websites: A Normative Framework. Journal of Practical Global Business, Vol. 1, No. 2, 32–53 Elena Vitkauskaite

  7. 4.1. Perceptual level • Spatial orientation • Web page layout • Text length • Navigation modes • Translation equivalence • Dialects • Colour categories Source: Singh, N. (2002). Analyzing Cultural Sensitivity of Websites: A Normative Framework. Journal of Practical Global Business, Vol. 1, No. 2, 32–53 Elena Vitkauskaite

  8. 4.2. Behavioral level Cultural values proposed by G. Hofstede (1980) and E. T. Hall (1976): • Individualism – collectivism • Uncertainty avoidance • Power distance • Masculinity – femininity • Confusian dynamism • High / low context cultures • Polychronic / monochronic cultures Elena Vitkauskaite

  9. 4.2.1. Individualism - collectivism • Community relations • Clubs or chat rooms • Newsletter • Family theme • Symbols and pictures of national identity • Loyalty programs • Links to local web sites Source: Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e-commerce firms. European Journal of Marketing, Vol. 39, No. 1/2, 71-86. Elena Vitkauskaite

  10. Graphic elements of website related to the individualism – collectivism dimension Source: Callahan, E. (2006). Cultural Similarities and Differences in the Design of University Web sites. Journal of Computer-Mediated Communication, Vol. 11, No. 1, 239-273. Elena Vitkauskaite

  11. Example of website for individualistic country Materialism Image of individual Emphasis on action I / My Elena Vitkauskaite Image of young

  12. Example of website for collectivistic country National identity Images of groups Elena Vitkauskaite

  13. 4.2.2. Uncertainty avoidance • Customer service • Guided navigation • Tradition theme • Local stores • Local terminology • Free trials or downloads • Toll-free numbers Source: Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e-commerce firms. European Journal of Marketing, Vol. 39, No. 1/2, 71-86. Elena Vitkauskaite

  14. Graphic elements of website related to the uncertainty avoidance dimension Source: Callahan, E. (2006). Cultural Similarities and Differences in the Design of University Web sites. Journal of Computer-Mediated Communication, Vol. 11, No. 1, 239-273. Elena Vitkauskaite

  15. Example of website for high uncertainty avoidance country Restricted amounts of data Limited scrolling Limited choices Elena Vitkauskaite

  16. Example of website for low uncertainty avoidance country Variety of choices Long pages with scrolling Elena Vitkauskaite

  17. 4.2.3. Power distance • Company hierarchy information • Pictures of CEOs • Quality assurance and awards • Vision statement • Pride of ownership appeal • Proper titles Source: Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e-commerce firms. European Journal of Marketing, Vol. 39, No. 1/2, 71-86. Elena Vitkauskaite

  18. Graphic elements of website related to the power distance dimension Source: Callahan, E. (2006). Cultural Similarities and Differences in the Design of University Web sites. Journal of Computer-Mediated Communication, Vol. 11, No. 1, 239-273. Elena Vitkauskaite

  19. Example of website for high power distance country Focus on official seal Elena Vitkauskaite

  20. Example of website for low power distance country Photos of students Images of both genders Asymmetry Elena Vitkauskaite

  21. 4.2.4. Masculinity – femininity • Quizzes and games • Realism theme • Product effectiveness • Clear gender roles Source: Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e-commerce firms. European Journal of Marketing, Vol. 39, No. 1/2, 71-86. Elena Vitkauskaite

  22. Graphic elements of website related to the masculinity – femininity dimension Source: Callahan, E. (2006). Cultural Similarities and Differences in the Design of University Web sites. Journal of Computer-Mediated Communication, Vol. 11, No. 1, 239-273. Elena Vitkauskaite

  23. Example of website for masculine country Orientation toward goals Graphics used for utilitarian purposes To-the-point information Elena Vitkauskaite

  24. Example of website for feminine country Attention gained by visual aesthetics Elena Vitkauskaite

  25. Example of website for masculine country Elena Vitkauskaite

  26. 4.2.5. High / low context cultures • High context culture • Politeness and indirectness • Soft-sell approach • Aesthetics • Low context culture • Hard-sell approach • Use of superlatives • Rank of prestige of the company • Terms and conditions of purchase Source: Singh, N., Kumar, V., & Baack, D. (2005). Adaptation of cultural content: evidence from B2C e-commerce firms. European Journal of Marketing, Vol. 39, No. 1/2, 71-86. Elena Vitkauskaite

  27. 4.3. Symbolic level • Country-specific symbols • Icons • Color symbolism Source: Singh, N. (2002). Analyzing Cultural Sensitivity of Websites: A Normative Framework. Journal of Practical Global Business, Vol. 1, No. 2, 32–53 Elena Vitkauskaite

  28. Thank you for your attention Questions?

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