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EUROPEAN PERCEPTION OF EAST ASIAN CULTURESResearch on cultural values from China, Japan, South-Korea, and Thailand
Alexandre GENTNERDaniel ESQUIVEL ELIZONDOAurélien BADOILCarole FAVART
TOYOTA MOTOR EUROPE
.eu
Product and service experience design
Dinner scene - Mr. Baseball (1992)
CULTURE IS A “FUZZY SET OF BASIC ASSUMPTIONS AND VALUES, ORIENTATIONS TO LIFE, BELIEFS, POLICIES, PROCEDURES AND BEHAVIOURAL CONVENTIONS”
(Spencer-Oatey, 2012)
Contemporary design inspired by culture
Liu Jiakun Min Chen Sozen design Studio KDSZ
Kengo Kuma Jin Kuramoto Eisuke Tsuboi Yoshihara works
Iroje KHM architects Jeonghwa Kim Daegun Chaehoon Moon
JUNSEKINO architects Annop Jareonkitpoolpol Jitrin Jintaprecha Jitrin Jintaprecha
HOW TO OBSERVE AND COMPARE COUNTRY-RELATED CULTURAL VALUES?
Taxi scene - Lost in translation (2003)
Chinese culture Japanese culture
South-Korean culture Thai culture
Scope of the project
Chinese culture
Connoisseurs from EU
Japanese culture
Connoisseurs from EU
South-Korean culture
Connoisseurs from EU
Thai culture
Connoisseurs from EU
Compare European perception of East Asian cultures
Chinese culture
Connoisseurs from EUChinese nationals
Japanese culture
Connoisseurs from EUJapanese nationals
South-Korean culture
Connoisseurs from EUSouth-Korean nationals
Thai culture
Connoisseurs from EUThai nationals
Compare perception of an East Asian culture (internal vs. external POV)
Value cards
CULTURAL/VALUE MODELS
SCHWARTZ VALUE SURVEY (1995)
• Structure of human values• 10 dimensions
KLOCKHOLN & STRODTBECK FRAMEWORK (1961)
• Conceptualization of cultural dimensions
• 6 dimensions
TROMpENAAR’S DiMENSiONS (1993)
• Value orientations at work• 7 dimensions
SOCiAL AxiOMS (2002)• Basic truths or premises• 5 dimensions
ROKEACH VALUE SURVEY: TERMiNAL VALUES (1973)
• Desirable end-states of existence
• 18 values
SCHWARTZ CULTURAL DiMENSiONS (2000)
• National-cultural values• 7 dimensions
HOFSTEDE’S STUDY (1980)• Classic study of work values• 4 dimensions
THE gLOBE SURVEY (2004)• Cultural variations at work• 9 dimensions
5-FACTOR MODEL OF pERSONALiTY, RUSSEL (1989)
• Personality-trait theory• 5 dimensions
ROKEACH VALUE SURVEY: BEHAViOURAL VALUES (1973)
• Preferable modes of behavior• 18 values
Category cards
Category cards
INTRODUCTIONDiscussion based on category cards• “Whichofthesecategorieswouldyoupickas
mostimportanttodescribethisculturetosome-one?”QUALITATIVE
VALUE EVALUATIONEvaluation of values on 5-point scale (from notatallcorresponds to completelycorresponds)• “Towhatextentarethesevaluesrelevant
todescribethecultureunderstudy?”QUANTITATIVE
Explanation of each value score• “Whythisscore?”QUALITATIVE
SINGULARITY EVALUATIONJapanese culture interviews> Japan, East-Asia, & Western Europe optionsOther interviews> [Country], Japan, & Western Europe options• “Whichvalueswouldyousayareuniqueto
thesecultures?”• “Pleasecommentyourselection”
PARTICIPANTS• 45% female, 55% male• 10 natives & 10 connoisseurs from Eu-
rope per country• 80 participants in total• 1 hour long individual interviews
Protocol
completelycorresponds
corresponds
moderatelycorresponds
doesnotcorrespond
doesnotcorrespondatall
EUJP
JP
EUCN+KO+TH
EXAMPLE OF VALUES ASSOCIATED BY EUROPEANS- “Respect for traditions” (EU
JP.AVG: 1.9)
- “Polite” (EUJP.AVG
: 1.7)- “Meticulous, attention to details” (EU
JP.AVG: 1.6)
- “Obedient, docile” (EUJP.AVG
: 1.4)- “Logical” (EU
JP.AVG: 1.1)
SIGNIFICANT DIFFERENCES BETWEEN EU & JP- “Organized” (EU
AVG: 1.0, EU
SD: 0.44, JP
AVG: 1.8, JP
SD: 0.17)
EUJp •“Normallyyes,butproblemcanoccurwhenunusualsituationsoccur.” (P-67, EU
JP)
Jp •“Thereisnomess.”(P-78,JP)
- “Self-discipline” (EUAVG
: 1.4, EUSD
: 0.7, JPAVG
: 0.5, JPSD
: 1.1)EUJp •“Ifyoudonotdisplayself-discipline,youarebadlyseem,notrecognizedas JapanesebyJapanese.”(P-76,EU
JP)
Jp •“Whenpeoplelookatthem,butinsecrettheyarenotself-disciplined.”(P-87,JP)
- “Logical” (EUAVG
: 1.1, EUSD
: 0.7, JPAVG
: 0.1, JPSD
: 0.9)EUJp •“Verylogical,acertainconsistentlogic:notnecessarilythesamethatother culturesmighthavebutthesameamongallJP.”(P-71,EU
JP)
Jp •“Atworkyes,whenwefinishworkitisveryillogic.”(P-80,JP)
- “Respect for traditions” (EUAVG
: 1.9, EUSD
: 0.1, JPAVG
: 1.0, JPSD
: 0.66)EUJp •“Morethan100yearsoldfestivalsarekeptentirelyovertime.”(P-74,EU
JP)
Jp •“Sometraditionsgotforgottenbyyoungergeneration.”(P-69,JP)
Example of results
Japanese cultural values
Values singular to Japanese culture from a European POV
ValuesspecifictoJapanese culture and another East Asian culture from a European POV
SignificantdifferencesbetweenEuropeanandJapanesePOVs≠
PARTICIPANT NATIONALITYCOUNTRY CULTURE
Example of results
East Asian common cultural values from European perspectiveEU
CN.AVG : 1.5 EU
CN.SD: 0.9
• “They have high respect for the elderly. They fell that there are structures that must be respected.” (P-34, EU
CN)
• “During ceremonies the rituals are coded. Things are done according to the rules.” (P-18, EU
CN)
• EUJP.AVG
: 1.9 EUJP.SD
: 0.1• “Huge number of events marking things from the past. There is a unique
“tension” between modernism and traditions.” (P-70, EUJP
)• “More than 100 years old festivals are kept entirely over time.” (P-74, EU
JP)
• EUKO.AVG
: 1.6 EUKO.SD
: 0.7• “They are closer to traditions han we are here in Europe. i also think they are
more superstitious: they believe in things from the past.” (P-10, EUKO
)• “There is a yearly celebration when you go back to the village or city where you
where born. it is a way to show respect for your ancestors.” (P-56, EUKO
)
• EUTH.AVG
: 1.8 EUTH.SD
: 0.4• “They go forward while respecting their traditions.” (P-45, EU
TH)
• “Most Thai have a Buddhist temple in their home. i could experience it in my fiancé’s family.” (P-24, EU
TH)
Values singular to a country culture
Values specific to the cultures of two countries
Example of results
East Asian cultural values cartography from European perspective
Conclusion
• UNDERSTAND CULTURAL VALUES PERCEIVED BY EUROPEANS
• pERCEpTiON DiFFERENCES BETWEEN INTERNAL AND EUROPEAN POINT OF VIEWS
• CARTOgRApHY OF EUROpEAN PERCEPTION OF EAST ASIAN CULTURES
• INSIGHTS FROM pARTiCipANTS’ COMMENTS
• TOOL TO DESIGN PRODUCTS WiTH CULTURAL REFERENCES
• NExT STEp: pERCEpTiON OF PRODUCTS WITH CULTURAL REFERENCES
• NExT STEp: pERCEpTiON OF OTHER CULTURES
THANK YOUAlexandre GENTNER | UX Strategist, KokekokoDaniel ESQUIVEL ELIZONDO | Kansei Expert, Kansei Design - Toyota Motor EuropeAurélien BADOIL | Designer, Kansei Design - Toyota Motor EuropeCarole FAVART | General Manager, Kansei Design - Toyota Motor Europe
TOYOTA MOTOR EUROPE
.eu
Product and service experience design