Discussion 1 – The Internet as a Cultural Document
Due Wed Nov 22 @ 8:59 pm PST • 5% weight
DISCUSSION ONE CONSIDERATIONS
This week’s discussion will investigate how and why the Internet represents a “cultural” document. Singh and Pereira (2005:24-25) suggest the Internet is made up of content that is the byproduct of culture. Likewise, these authors assert that culture is important to Internet Marketing because it represents a significant factor impacting online consumerism. This discussion will prepare the class for our analysis of “cultural customization” during week 3. Research studies clearly indicate that customizing online content as a localization tactic has a beneficial effect on consumer behavior and Web ROI (return on Internet advertising as well as website investment) (Singh Periera 2005:24). Consistent with Table 1 (above), Singh and Periera (2005:24-25) contend “…the Web is inherently an interactive communication medium, and as such, a cultural document”.
Since the Internet is a byproduct of culture, Internet marketers can maximize their effectiveness by localizing websites and customizing promotional content that meets the expectations of the cultural groups they are targeting. Internet content that is consistent with the cultural perception of potential or recognized customers represents culturally customized content which “…decreases cognitive effort to process information on the site and represents an environment where demands are clearer, leading to easier navigation and favorable attitude toward the web site” (Singh and Periera 2005:25). Empirical studies evaluating consumer behavior make it clear that culture has a resounding impact on the perception and action of consumers. Singh and Periera (2005) explain “in a world where customers are one click away from a competitor’s web site, and the number of competitors keep multiplying, companies need every edge possible to maximize conversion rates, customer trust, loyalty, and ultimately, long-term return on web investment. In this context, it would be disastrous to overlook what has been established as a key element in affecting consumer preferences: culture” (Singh and Periera 2005:25).
Table 1
Characteristic of the Internet |
Cultural Implication |
The Internet is an open network with global access. |
People view the Internet across countries and cultures, thereby lending itself to vast cultural variability. |
The inherent interactive nature of the Internet. |
A medium that lends itself to culturally sensitive dialogue. |
The Internet is characterized by hyperlinks and self-search options. |
Hyperlinks and self-search options rely on consumer motivation to browse and click through. When Internet content is not customized for global customers on an individual basis within cultural context, the interactive efforts of web designers might be wasted. |
Internet technologies can facilitate the collection of consumer data that can be applied toward customization. |
Using customer databases and software, country-specific and culture-specific profiles can be created and applied to better satisfy the expectations and needs of customers. |
Media convergence and broadband technology make the Internet an ideal medium to interact with digital representations of culture: such as audio, video, graphics, and text. |
Media convergence on the Internet can be applied to develop culture-specific themes, pictures, videos, and audio. |
On the Internet the capacity to hold visitors’ attention, the “flow state” is an important challenge. |
Websites that are consistent with the cultural expectations of customers are more effective and demonstrate higher conversion rates. |
The Internet: A Cultural Document
Adapted from: Singh, N. & Pereira A. (2005).
DISCUSSION ONE: POST ONE AND POST TWO QUESTIONS
- DISCUSSION ONE: POST ONE QUESTIONS
How is the Internet a “cultural” document, as suggested in the summary provided in Table 1 and the Discussion Overview? Consider the framework presented in Table 1 above and analyze the relationship between “web characteristic” and “cultural implication”. What examples can you identify that would support the relationship between Internet content and culture presented by the authors? For example, how do cross-cultural differences potentially impact Internet Marketing strategy? What elements of the Internet are reflections of cultural behavior? How and why is promotional content on and off the Internet “cultural”?
Reference:
Singh, N., & Pereira, A. (2005). The culturally customized website: customizing web sites for the global marketplace. Burlington, MA: Elsevier Butterworth-Heinemann. The information provided in the Discussion Overview and Table 1 provides a summary of information from this book. If you would like to read more from this resource, this book is available from the Full Sail online library database as an eBook.
DISCUSSION ONE FORMAT
- A) Organize responses relative to decision-making models presented in this week’s readings. You are not required to use APA formatting in discussion boards. However, if you reference an outside source, please include basic source information (link for website; author, title, date for non-website).
- B) In order for meaningful conversation to occur in this discussion, initial posts must be made on time. If you do not make your initial post by the designated time, you will only receive half credit (minus any other deductions) for the discussion.
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