Website Reflect Home Culture

Website refelects home culture. Krishna Kumar Regmi

1 Introduction

Culture impacts on optimising website design for local content is a debate for decades.

Several studies have been made on this subject and concluded that tools of the Web are

neither fully neutral nor fully specific to the websites’ home cultures (Zhao et. al., 2003);

similarities in designing GUI (Graphical User Interface) was revealed between three

countries (Germany, Greece and the United Kingdom) in obvious disagreement of their

associated cultural dimension along with the acknowledgment that culture does matter is

necessary (Burgmann et. al., 2005); patterns of similarities and differences in the website

designs seem to link social networking sites by cultural dimensions( Marcus and

Krishnamurthi., 2009); local websites of India, China, Japan and US not only reflect

cultural values of the country of their origin, but also seem to differ significantly from

each other on cultural dimensions (Zhao and Hu, 2003); multinational companies could

adapt their websites’ information content to local markets appropriately and sufficiently

besides the language and the menu were not adapted as compare to information content

on their websites (Nacar and Burnaz, 2011); according to Flethcher (2006), cultural

sensitivity is a critical factor in communication and must be taken into account if the

website is to be effective vehicle for communication in a cross cultural context; according

to Luna et. al. (2006), the congruity of a website with a visitor’s culture is a site

contenting flow. Different studies have suggested different cultural dimensions used and

neglected in support and contradiction to the websites’ home culture. Understanding this

phenomenon of cultural identity of websites is an interesting research subject. This small

scale study is conducted In order to understand and assimilate that reality of cultural

association of World Wide Web design for local content.

1.1 Aim

The aim of the study is to evaluate the proposition that culture matters in terms of

optimising website design for local content using examples from educational

institutions to illustrate the visibility of cultural dimensions and its role in the

development of an effective marketing communication medium.


2 Culture and Cultural Dimensions

According to Flectcher and Brown (2002), culture is the total way of in a specific society.

It has always been a challenge for human kind to understand the behaviour of a

community, society and individual since the society is built on individuals and each

individual is unique when it comes to behaving based on environmental and social norms.

The most influential etic studies (Fletcher, 2006) by Hosfstede (1991) and Trompenaars

and Hampden-Turner (1997) have produced dimensions of cultural variability for cross

cultural comparison and helped to realise the differences in the culture along with

providing measurement methods. The four underlying dimensions by Hofstede are power

distance, uncertainty avoidance, individualism-collectivism and masculinity – femininity

where as Trompenaars and Hampden discovered five different dimensions viz:

universalism-practicularism, individualism-communitarianism, neutral-affective,

specific-diffuse, and achievement-ascription.

The concept of cross cultural studies and model has been developed during the time while

international movement started to gear up and further studies have been based on the

model and dimensions put forwarded by Hofstede and Trompenaars. The international

movement and growth of internationalization took it peak after 1995 from Asian to

Western geography and a rapid growth in information and communication technology

changed the world by the millennium adding more cultural influences and changes. The

cities and societies become more complex in culture that might have brought changes in

existing culture. Now, the question is whether the studies which have been made in past

are still relevant for the measurement of cultural dimensions they claim (Fletcher, 2006).


3 Web design and content-The effect of culture

Hall (1997) mentioned that “culture is communication and communication is culture”.

Website is a means of communication and people communicate differently in various

culture since they use different language, think differently and behave according to their

thoughts, believe and social norms. According to Hofstede (2001) culture is a major

factor to be understood while communicating with different ethnic groups. The websites

designed for marketing purpose are to be more culture conscious than the sites designed

to simply pass the information (Fletcher, 2006). According to Marcus (2001), Web

enables bring global distribution channel of product and services together using internet

websites, intranets, and extranets. In current context web brings people and connects

them together all the time through mobile and social media therefore, understanding how

people behave and what patterns of behaviour most suite their taste of likings and

understanding is significant for marketers. Development process of a user interface needs

to pay attention on knowing and understanding users and acknowledging the diversity of

culture in globe (Marcus, 2001).

Many researchers and analysts have contributed to cultural studies and published classic

theories where as some other have utilize these theories to business relations and

commerce (Marcus and Gould, 2001). The most utilized and respected theory is produced

by Greet Hofstede and it is utilize in analysing the effect of optimizing web design for

local content by a great number of researcher. Beside this most popular theory, the

contribution of Edward T. Hall, David Victor and Fons Trompenaars are equally valuable

in developing the understanding regarding the problems of multicultural communication

on the web (Luna et. al., 2002; Marcus and Gould, 2002; Fletcher, 2006; Burgmann et.

al., 2006).


4 Dimensions of Culture and Web design

In connection with optimizing website design for local content, the dimensions of culture

by Hofstede, 2001; Trompenaars and Hampden-Turner, 1997 need to be taken in to

account for discussion and development of understanding towards the cultural content in

local web. This part of the study focuses on the comparisons of different educational

institutions’ web pages to analyse whether culture matter in optimization process of

website design and how contents of the web pages are culturally affected. The case is

carried out by comparing cultural dimensions described by Hofstede using websites of

educational institutions from Finland and India.

Figure 1: Website of University of Helsinki


4.1 High Context vs Low context

High context cultures focuses on the meaning of communication therefore, more attention

needs to be paid on the website graphics, and layout and font design (Okazaki, 2004;

Fletcher, 2006) and deep sequenced pages in a hierarchical formation (Luna et. al., 2002;

Burgmann et. al., 2006) where as in low context culture, the appealing graphics and

design is not so important but the cultural sensitivity of the text to the ethnic group counts

(Fletcher, 2006; Okazai 2004); simplicity of web site and where all the information can

be reached through homepage is a matter for focus (Luna et. al., 2002; Burgmann et. al.,

2006), therefore one needs to be sure that the text respects cultural norms and believe

while delivered the content in such cultures. The site of University of Helsinki (Finnish

university-low context) and University of Delhi (Indian University-High context) is

compared on the basis of above discussed theories. Figure1 shows the web site of

University of Finland, in contrary to the theories low context cultures also emphasis on

the visibility of web site in terms of graphics this is why University of Helsinki’s

webpage contains figures associated with its activities.

Figure 2: Web site of University of Delhi (India)


Figure2 shows the web site of university of Delhi (India) a high context culture, as

according to theories discussed above the site is colourful but does not seem providing

emphasis on graphics since every aspects of the university is not demonstrated with

graphics instead with text. Contrary to the theories again the site of Delhi University also

provides all the possible links from the home page of the university. While comparing

two sites it is clearly proved that the site of University of Helsinki is simple in design and

keeps its simplicity with less crowded text where as the site of Delhi University looks a

bit more aggressive and crowded.

4.2 Masculinity vs Femininity

According to (Hofstede, 2001), the biological difference of sex plays an impact on the

society depending on domination of particular gender. “Masculinity is considered to

describe a society in which assertiveness, achievement and material possession are seen

as masculine goal-oriented behaviour” (Burgmann et. al., 2006, p.64), whereas culture

leaded by feminism ideologies are more modest, tender and willing to reach

compromises, as well as concerned with the quality of life (Hofstede, 1991). Figure2

shows clearly that the site of Delhi University looks masculine and pictured man with lots

of text and assertiveness in contrary to the site of Helsinki University in Figure1. The site

of Helsinki University produces females’ picture at focus of the site and is less text with

sober white background and blue hypertext links showing tenderness, compromise and

quality of education in Scandinavian land.

4.3 Power Distance (PD)

Power distance is a cultural phenomenon in which the less powerful member of society

shares unequal power allotment within a cultural periphery (Marcus and Gould, 2001). In

high power distance culture subordinates considers that “boss is always right” and they

have a tendency to do as they are told perceiving ‘Boss’ a dictator or supreme force of

act. (Hofstede, 1991). Hofstede (1991) further claims that such culture lean to have


central political power with tall hierarchies in organisations having large differences in

salary, status and other fringe benefits. On the other hand low PD cultures lean to find

seniors and boss as closer together and more interchangeable having flatter organisational

structure. In such culture equality is expected and desired respecting personal spaces of

subordinates and supervisors (Marcus, 2001).

On the basis of power distance dimension the web design and content structure can be

highly or less highly structured (Marcus, 2001). The web site may give more emphasis on

nationalism or religion in high PD and less in low PD cultures (Marcus, 2001; Burgmann

et. al., 2006), therefore, figures and symbols related to national identity and religious

influences may appear to be focused more frequently in high PD culture in comparison

with low PD cultures. Slogans from holy books and believes can be seen as a part of the

content of the text more actively in high PD and less frequently in low PD context.

Authorities, expertise, certification and logos can be focused with more accents in high

PD than in low PD (Marcus, 2001; Burgmann et. al., 2006).

The above mentioned theories regarding power distance are compared in two websites.

Figure 3: Website of University of Turku, Finland (low PD)


Figure3 illustrates the website of University of Turku, Finland (low PD) and Figure4

illustrates the website of Banaras Hindu University, India (high PD).

As demonstrated in Figure3, the website of University of Turku, Finland does not contain

symbol related to nationalism and religion on the web page and rather focuses on the

information related to studies and university’s achievement in news section inactively.

The website tends to have flat hierarchy of structure and provides open movements for

the visitors without any restrictions to the studies and content of courses along with

information on faculties.

As illustrated in Figure4 the Website of Banaras Hindu University, India has the picture

of goddess Saraswati (the goddess of education) on the left top corner of the webpage and

the picture of freedom fighter Pt. Madan Mohan Malviya (founder of University) on the

right top corner and almost at the centre of website too. The patriotic message from Pt.

Madan Mohan Malviya is also illustrated as a content of the website. Based on the

theories the Website of Banaras University contains nationalistic and religious both kind

of message and respect for them in higher degree. Further the site contains has tall

hierarchy of information structure such as q

Figure 4: The website of Banaras Hindu University, India (High PD)


uick link and other links for visitors. The website gives emphasis to the award of being

number one university of India provided with a logo of gold medal. This shows that

theories regarding high and low PD dimension of culture is visible on the websites of

these two different institutions from high and low PDs perspective.

5 Conclusion

The study was made to understand the effect of culture on the website of institutions in

terms of demonstration of information. The optimization of webpage design for local

content was the focus of the study. It is obvious that websites reflects culture of its origin

and is always someway speaks about it. The utilization of cultural dimensions is seen on

the websites even though the creators is not aware of it but they produce it along with

reflection of their thought, personality and behaviour which is connected to culture or

which creates culture when combine together.

The study provides insights of the dimensions of the cultures and focused only on three

dimensions of cultures described by Hofstede. The choice of three dimensions was made

not to cross the boundary of specification provided for the study. It is amazing to see the

how culture reflects and speaks out of a website on its design and local contents and

differ it from the website of other culture. The website made focusing cultural dimension

may do better marketing than the universal ones or the ones that are made for all. If

companies can customise the websites for ethnic groups they may better reach to their

target customer and make their way in to target segment.

Ultimately, it is likely to be happened that in near future multinational companies will be

having cultural focused websites for their products and services to be marketed in their

target market even though such an effort is expensive but can be organised locally from

the ethnic area. The increasing IT professional in developing countries and increasing use

of crowd sourcing and out sourcing may lead to the development of more culturally

directed and focused marketing websites.


6 References:

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web site navigation. Academy of Marketing Science.Journal, 30(4), 397-397. Retrieved

from http://search.proquest.com/docview/224870820?accountid=16407

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Website Reflect Home Culture