This presentation describes a comparative study in understanding content and interface in the context of e-learning systems by using anthropologists’ and designers’ cultural dimensions. The purpose was to determine the differences between Belgian and Palestinian audiences, and to find the most important cultural dimensions to use for localizing / internationalizing e-learning systems. Results indicate differences in culture between the two groups, but not as much as expected. The outcome shows similar preferences, whilst others differ.

1. Cross-cultural Understanding of
Content and Interface in the Context of
E-learning Systems
Abdalghani Mushtaha and Olga De Troyer
Vrije Universiteit Brussel (VUB), Department of Computer Science
Research Group WISE, Pleinlaan 2, 1050 Brussels, Belgium
{abmushta, Olga.DeTroyer }@vub.ac.be
12th International Conference on Human-Computer Interaction
23/03/13 | pag. 1 Usability and Internationalization

2. Overview
• E-Learning
• Localization of E-learning Web Sites
• Purpose of our Research
• Methodology of Study
• Summary of Results
– Participants’ Characteristics
– Cultural Evaluation
– WebCt and CLC Websites
• Conclusion.
• Further Research
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3. E-Learning Web Sites
• The majority of (e-learning) websites are produced
in English.
• The localisation of e-learning content is not only
about translation
…..it should be deeper.
• Adapting a product or service to a particular
language, culture, and give it a local ‘look-and-
feel’
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4. Localization of E-learning
Web Sites
• Cultural differences have been studied and
researched by many anthropologists:
Ex. Fons Trompenaars, Edward Hall, David Victor,
Quincy Wright…
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5. Localization of E-learning
Web Sites
• Based on those cultural studies, much
research done…
– Tries to find a link between cultural
dimensions and Website design.
Ex. Evers & Day; Marcus & Gould; Mahemoff &
Johnston; Dormann & Chisalita …
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6. Localization of E-learning
Web Sites
• Hofstede defines the culture as:
"patterns of:
• Thinking,
• Feeling, and
• potential acting
That all people carry within themselves",
He terms it: “mental programs”.
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7. Localization of E-learning
Web Sites
• Three component:
– Human nature: Common to all humans, ability
to feel anger, sadness.. Etc. – Inherit
– Culture: Shared with a group - Learned.
– Personality: Specific to individual – Learned &
Inherit.
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8. Examples
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9. Examples
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10. Examples
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11. Purpose of our Research
• The purpose of our research are:
– (1) Evaluation study (pilot study)..
– (2) Developing a design methodology for localisation
• Target websites are distance-learning websites.
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12. Purpose of this pilot study
• Evaluate the influence of the user’s
cultural background on content and
interface understanding.
• Determine the most important cultural
dimensions.
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13. Methodology
• A comparative study was carried out
involving Palestinian and Belgian
students:
– To measure: understanding and acceptance
of some pre-selected E-learning portals.
– A multi-method approach was used.
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14. Methodology
• The questionnaire for this research study
divided into 3 main sections:
– Participants’ Characteristics
– Cultural Evaluation (for 16 Cultural dimensions )
– Working with the WebCT and CLC portals
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15. Summary of Results
Participants’ characteristics
• Internet / computer usage.
• Internet activities.
• Movies preferences
Palestinians Belgians
Language 39 (93%) Arabic 11 (52%) Dutch & English
preferences 3 (7%) English. 7 (33%) Dutch.
3 (14%) Dutch, English and French.
Cultural 19 (45%) Palestinian culture 9 (43%) Belgium culture.
preferences 9 (22%) Arabian and Islam 6 (29%) no particular culture.
8 (19%) Palestinian & Islam 3 (14%) Flanders culture.
6 (14%) Arabian culture 3 (14%): USA, Arabic culture and one
consider himself belonging to the German
culture
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16. Summary of Results
Cultural Evaluation
Di. No. Name Palestine Belgium
1 Human Nature Orientation. 4.1 4.3
2 Individualism vs. Collectivism. 2.1 3
3 Internal vs. External Control. 2.1 3.6
4 Time Orientation. 4.2 3.9
5 Authority Conception. 2.3 2.1
6 Context. 4.7 4.8
7 Gender Roles. 4.2 2.3
8 Power Distance. 3.6 2.8
9 Uncertainty Avoidance. 3.1 3
10 Universalism vs. Particularism. 1.8 2.9
11 Achievement vs. Ascription. 3.2 4.4
12 Affective vs. Neutral. 2.7 3.8
13 Specific vs. Diffuse. 2.5 2.6
14 Experience of Technology. 2.8 3
15 Face-Saving. 1.7 1.5
16 International Trade and Communication. 4.6 4.6
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17. Summary of Results
Cultural Evaluation
• Individualism Vs. collective
Hofstede’s categorized: Belgians as Individualism, and
Arab world collective.
Outcome:
– Belgians:
• Individualists but not as strong as the anthropological studies
categorized.
– Chatting; showing their nation, helping people,
– …but ,every one is looking after him self and is focused on his personal
development.
– Palestinian:
• Showing their religion.
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18. Summary of Results
Cultural Evaluation
• Internal vs. External Control
– The study found that, the Belgian participants
are more internalist than the Palestinians.
• Affective vs. Neutral
– The Belgians insist on follow the rules
whenever possible.
– For the Palestinians, relationships are more
important than rules.
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19. Summary of Results
WebCt and CLC Websites
• This part measures the understanding of the two portals.
oMeasured understanding of the objects and icons.
Meaning Icon Expectation Matching Expectation Matching
[Ps.] [Ps.] [Be.] [Be.]
Calendar 86% 41% 81% 62%
Chat 93% 89% 90.5% 92%
Syllabus 62% 2% 52% 0%
Links 23% 0% 43% 0%
Mail 79% 37% 100% 32%
Discussion 19% 23% 62% 14%
Homepages 77% 0% 84% 0%
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20. Summary of Results
WebCt and CLC Websites
• Graphical pictures did not always helped to
understand what could be found on the target
page.
• Associated unknown object to real world
meaning.
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21. Summary of Results
WebCt and CLC Websites
• The girl picture:
 Palestinian participants opened a discussion:
• Of the 42 participants:
– 17 (41%) have voted to change the pictures,
– 11 (26%) have voted to not change the pictures, and
– 14 (33%) didn’t care.
 Belgium participants: no objections.
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22. Discussion and Conclusion
• There is a convergence in some cultural values
between students of both countries.
• However, there are still differences in some of
cultural dimensions.
• Internet is becoming a part of students daily life.
• Thanks to modern communication: cultural gap
between the two groups seems to decrease.
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23. Discussion and Conclusion
• The Web itself is transformed from a so-called "Read-
only Web" to a "Read-Write Web".
• New culture to appears.
• “Digital natives“: New ways of information absorption.
….Therefore some of the cultural differences are going to
disappear while others, more fundamental ones, will be
kept.
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24. Discussion and Conclusion
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25. Discussion and Conclusion
• In localizing e-learning portals: it is not
necessary to take into account all the traditional
cultural dimensions.
• Cultural identity does not change.
• Some cultural factors are still very important and
should be taken into consideration when do
localization.
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26. Example
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27. Further Research
• Construct a methodology - based on patterns
and guidelines for localisation or
internationalisation of e-learning websites.
• Develop a tool to support localization:
– Glows (Globalisation, localisation of websites
and systems).
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28. Questions
Thank You !!
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