A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures
E. Würtz. Journal of Computer-Mediated Communication, (2005)
Abstract
The aim of this study is to explore and identify the strategies used by High-Context cultures in utilizing the Internet—a largely Low-Context medium—for communication and marketing purposes. It is hypothesized that individuals in High-Context cultures are more likely to adopt the visual effects offered by the Internet to convey their messages efficiently than their Low-Context counterparts. How might High-Context cultures make the most of the potentials offered by the Internet generation of today? Assuming that visual communication is a high priority in the design of High-Context websites, how do the visual methods used on websites vary according to the communication styles in different cultures? Using Hall's High- and Low-Context dimensions as the main parameters, an exploratory analysis of McDonald's websites identified five different strategies by which visual communication is used to support High-Context communication traits.
%0 Journal Article
%1 citeulike:400543
%A Würtz, E.
%D 2005
%J Journal of Computer-Mediated Communication
%K cultural, culture, design, dimensions, high-context, internet, low-context, web
%N 1
%T A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures
%U http://jcmc.indiana.edu/vol11/issue1/wuertz.html
%V 11
%X The aim of this study is to explore and identify the strategies used by High-Context cultures in utilizing the Internet—a largely Low-Context medium—for communication and marketing purposes. It is hypothesized that individuals in High-Context cultures are more likely to adopt the visual effects offered by the Internet to convey their messages efficiently than their Low-Context counterparts. How might High-Context cultures make the most of the potentials offered by the Internet generation of today? Assuming that visual communication is a high priority in the design of High-Context websites, how do the visual methods used on websites vary according to the communication styles in different cultures? Using Hall's High- and Low-Context dimensions as the main parameters, an exploratory analysis of McDonald's websites identified five different strategies by which visual communication is used to support High-Context communication traits.
@article{citeulike:400543,
abstract = {The aim of this study is to explore and identify the strategies used by High-Context cultures in utilizing the Internet—a largely Low-Context medium—for communication and marketing purposes. It is hypothesized that individuals in High-Context cultures are more likely to adopt the visual effects offered by the Internet to convey their messages efficiently than their Low-Context counterparts. How might High-Context cultures make the most of the potentials offered by the Internet generation of today? Assuming that visual communication is a high priority in the design of High-Context websites, how do the visual methods used on websites vary according to the communication styles in different cultures? Using Hall's High- and Low-Context dimensions as the main parameters, an exploratory analysis of McDonald's websites identified five different strategies by which visual communication is used to support High-Context communication traits.},
added-at = {2009-12-11T23:34:46.000+0100},
author = {W\"{u}rtz, E.},
biburl = {https://www.bibsonomy.org/bibtex/203fa2d830b70240b3f6676cc1a8b15aa/djsaab},
citeulike-article-id = {400543},
citeulike-linkout-0 = {http://jcmc.indiana.edu/vol11/issue1/wuertz.html},
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journal = {Journal of Computer-Mediated Communication},
keywords = {cultural, culture, design, dimensions, high-context, internet, low-context, web},
number = 1,
posted-at = {2007-04-26 01:57:44},
priority = {0},
timestamp = {2009-12-11T23:35:11.000+0100},
title = {A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures},
url = {http://jcmc.indiana.edu/vol11/issue1/wuertz.html},
volume = 11,
year = 2005
}