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Running head: CULTURAL BALANCE OF WEB DESIGN: NOT TIPPING THE SCALE
Cultural Balance of Web Design: Not Tipping The Scale
Richard Joffray
Argosy University
E6900 Cultural Diversity
Dr. EdmondsKuehn
Abstract
This paper will attempt to give direction in creating equity amongst web users when
developing an education strategy for an online teaching environment or supplemental teaching
tools.
Cultural Balance of Web Design 3
Introduction
As I am a teacher of a technical subject (web programming and design), I have found that
this subject matter has a commonality amongst a variety of cultures that would normally be
separated by tradition and language. Technical aspects of web development seem to be void of
interpretation and filters that most of us have developed from our heritage and upbringing. The
outcome of that technical development, however is read and interpreted by the entire Internet and
is available to virtually the entire world. These cultural differences shape the way that the Web is
seen and understood. Everything, from class distinctions to sexuality, drives the way that we
might navigate a web site.
Hofstede's Dimensions of Culture
During 197883, the Dutch cultural anthropologist Geert Hofstede conducted detailed
interviews with hundreds of IBM employees in 53 countries. (Marcus, Gould 2000) Through
standard statistical analysis of fairly large data sets, he was able to determine patterns of
similarities and differences among the replies. From this data analysis, he formulated his theory
that world cultures vary along consistent, fundamental dimensions. His research has pointed to 5
strong differences in culture that might help us to fine tune the development of a web user
interface. His five dimensions of culture are the following: (as sited in McLoughlin 1999).
• Power Distance Index (PDI) that is the extent to which the less powerful members of
organizations and institutions (like the family) accept and expect that power is distributed
unequally.
Cultural Balance of Web Design 4
• Individualism (IDV) on the one side versus its opposite, collectivism, that is the degree to
which individuals are integrated into groups.
• Masculinity (MAS) versus its opposite, femininity refers to the distribution of roles between
the genders, which is another fundamental issue for any society to which a range of solutions
are found.
• Uncertainty Avoidance Index (UAI) deals with a society's tolerance for uncertainty and
ambiguity; it ultimately refers to man's search for truth.
• LongTerm Orientation (LTO) versus shortterm orientation: this fifth dimension was found
in a study among students in 23 countries around the world, using a questionnaire designed
by Chinese scholars. It can be said to deal with Virtue regardless of Truth.
Culturally Dynamic Web Sites
In a perfect world we could design a web site that would address all of the five categories
that Hofstede describes, with the goal of mediating the result to the middle of each of those
dimensions. This would not only be nearly impossible, but the very process would counter at
least two of those dimension principles in one direction or the other. For example, if the site was
designed to address the needs of both an individualist and collectivist; it would solve the issues of
neither. One solution that has gained popularity is to allow the viewers to design and
communicate their own content in cultural groups. Myspace, Live Journal and many other social
networking sites have been very successful in “pleasing most of the people most of the time.”
Communication tools such as web conferencing, chat rooms and live web support have shaped
Cultural Balance of Web Design 5
business successes on the Internet.
Teaching With a Diverse Technically Designed Classroom
These modern web site successes are not a coincidence. Cultural differences have forced
users to group together in environments that are flexible enough to accommodate every
newcomer’s uniqueness by allowing them to design their own web space and connect with their
own groups while not limiting their exposure to just like minds. This is where we start to learn
about ourselves and bring education to the edge of uniqueness. Wikipedia is an example of the
collective mind meeting the individual. It addresses many of the dimensions that Hofstede has
found in his research and brings them to a middle ground without disregard for either extreme.
Goals For The Future
If you are unfamiliar with what Wikipedia.com or any wiki does, then I suggest that you
give it a try. Anyone can edit anything.
http://en.wikipedia.org/wiki/Wikipedia
I will get you started by saying that anyone can contribute to a wiki with very little
technical understanding. On Wikipedia, nothing is ever deleted and anything can be restored by
anyone. Using a wiki in education is the next cavern that I will explore. Allowing each student
control of an area of a web site while still making them accountable for their own educational
material are just a few of the ways that a wiki can contribute to educational success.
Wiki Pedagogy
The particular pedagogical challenge is one of control: wikis work most effectively when
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students can assert meaningful autonomy over the process. This involves not just adjusting the
technical configuration and delivery; it involves challenging the social norms and practices of the
course as well (Lamb, 2004). Enacting such horizontal knowledge assemblages in higher
education practices could evoke a return towards and an instance upon the making of impossible
public goods” (Ciffolilli, 2003).
More Food For Thought
The Flat Planet Wikispace is for an online collaborative project between students in two
religious education classes in Catholic High Schools in Canada and the United Kingdom. The
students were given the task of examining environmental issues affecting both Canada and the
U.K. and to think about the ethical/moral responsibility of Roman Catholics with regard to the
environment. http://flatplanet.wikispaces.com/About
NoteMesh.com is a new service that allows students to share course notes using a wiki.
Sites are created for individual classes and students can post their own lecture notes or contribute
to existing notes. The idea is that users in the same class can collaboratively create a definitive.
Cultural Balance of Web Design 7
References
Marcus, A., & Gould, E. W. (2000). Cultural Dimensions and Global Web UserInterface Design:
What? So What? Now What?.
Catherine McLoughlin (1999) Culturally responsive technology use: developing an online
community of learners British Journal of Educational Technology 30 (3), 231–243.
Brian Lamb (2004) Wide Open Spaces: Wikis, Ready or Not :EDUCAUSE Review, vol. 39, no.
5 (September/October 2004): 36–48.