The Influence of Cultural Relativism
Presented at Web Unleashed 2017 More info at www.fitc.ca/webu Ramya Mahalingam, Cardinal Solutions Overview Cultural relativism is the understanding that a person’s behaviors and activities should be interpreted in the context of their own culture. We rely heavily on this principle to understand user groups in order to design digital systems for them. Our current models for understanding and quantifying cultural relativism are on the international scale; we see Americans as a group distinct from Japanese, who are again distinct from British. However, this may not be enough. The current socio-political climate in America demonstrates that the cultural influences even within a nation might be misunderstood. This talk will explore some of the current frameworks we have to understand culture, and propose ways to better work them into our design practices. Objective To understand cultural relativism as a framework to think about users from different backgrounds in order to better design for them. Target Audience Folks who are interested in better ways to understand other people Five Things Audience Members Will Learn What cultural relativism is and how it applies to the design process Case studies of companies failing to enter new markets because of cultural differences Hofstede’s cultural dimensions theory Edward Hall’s Primary Message Systems How to use these methods for better research
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The Influence of Cultural Relativism
- 1. The Influence of Cultural Relativism Ramya Mahalingam @rams_mahalingam on twitter @openchair on instagram UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers
- 6. Hallmates ≠ UX people
- 7. Cultural relativism Cultural relativism is the understanding that a person’s behaviors and activities should be interpreted in the context of their own culture. Franz Uri Boas
- 12. Ethnocentric
- 14. What is Culture?
- 15. What is Culture? The acquired knowledge people use to interpret experience and generate behavior. James Spradley
- 23. Illustration by Daniel Hertzberg
- 24. Pretzel Salad
- 27. Culture is not Geography
- 29. Culture is not Geography …because of digital technology
- 30. Media Consumption in the 2016 U.S. Election
- 32. All information is Cultural Influence
- 33. As (UX, IA, UI, Front-End)ers, we are responsible for our influence
- 39. What makes you, you?
- 40. Hofstede’s Cultural Dimensions theory Power distance index (PDI) Individualism vs. collectivism (IDV) Uncertainty avoidance index (UAI) Masculinity vs. femininity (MAS) Long-term orientation vs. short-term orientation (LTO) Indulgence vs. restraint (IND)
- 41. Interaction Association Subsistence Bisexuality Territoriality Hall’s Primary Message Systems Temporality Learning and Acquisition Play Defense Exploitation
- 45. “We are constantly manifesting thoughts into action to create our reality” — My yoga teacher, sometimes
- 46. Thanks! Ramya Mahalingam @rams_mahalingam on twitter @openchair on the gram UX Architect at Cardinal Solutions Benevolent Dictator of Charlotte Storytellers