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Cross cultural understanding in higher education

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  • 1. CROSS CULTURAL UNDERSTANDING IN HIGHEREDUCATION: STRATEGY AND ELEARNING DESIGN INONLINE UNIVERSITIES: A RESEARCH AGENDATECHNOEDUCA 2011Enric Serradell-López(eserradell@uoc.edu)Pablo Lara-Navarra
  • 2. PURPOSE• Evaluate the influence of the student’s culturalbackground in the context of a e-learningsystem• Literature review in depth• Develop a methodology• Find colleages interested in collaborating
  • 3. • Culture: meaning and classification• Culture in an elearning context
  • 4. CULTURECulture is defined as the patternsof thinking, feeling and actingthat people display as mentalprograms(Hofstede, 1997)
  • 5. CULTURAL DIMENSIONS ANDCLASSIFICATIONS• Iceberg model• Hofstede’s cultural dimensions• The Globe Project
  • 6. HOFSTEDE’S MODEL
  • 7. HOFSTEDE’S CULTURALDIMENSIONS• Power Distance (PDI)• Individualism / Collectivism (IDV).• Masculinity / Femininity (MAS).• Uncertainty Avoidance (UAI).• Long-term / Short-term Time Orientation(LTO).
  • 8. THE GLOBE PROJECT• Performance Orientation:• Collectivism I: (Institutional).• Gender Egalitarianism:.• Uncertainty Avoidance:• Collectivism II: (In-Group):.• Future Orientation:• Humane Orientation:• Assertiveness:.• Power Distance:
  • 9. CULTURAL DIVERSITY• Gender• Age• Nationality• Religion• Economic status
  • 10. Questions?• New society  New culture?• Cultural background and elearning• Mission and values of universities
  • 11. NEW CULTURE• Classical models for the study of culture usedprimarily territorial criteria• Hybrid cosmopolitan culture, overridingtraditional cultural differences (De Troyer etal., 2006).• Newer studies as GLOBE Project (2004). Thisstudy seems more likely explanation of suchdifferences (Cyr, 2008).
  • 12. Internet, online universities andculture• Geography is not important• Should we use different elearning toolsdepending the student ?
  • 13. • As a global industry in its infancy, elearningcan learn from global media companies.• Kale and Kreider (2007): Cultural Adaption onthe Web• E-CRM, business and emotions, sequentialand syncronous task orientation
  • 14. CULTURAL ASPECTS AND INTERNETBEHAVIOR
  • 15. CULTURAL ASPECTS ANDELEARNING
  • 16. CULTURAL ASPECTS ANDELEARNINGSwierczek and Bechter, 2008
  • 17. VARIABLES• Usability and Interface design: Testingcolours understanding, icons, pictures,symbols, .. Xinyuan ( 2005),• Expectations: Student’s expectations ofeducation and universities,
  • 18. VARIABLES• E-learning behaviours: email uses, discussionboard, peer assessment or peer support,• International students perception in general:Including Time-zone differences,communication tool use and plagiarism .
  • 19. UNIVERSITIES• Increasing globalization may lead toa uniformity of content and design ofthe universities, beginning with itshome page.
  • 20. UNIVERSITIES• Corporate identity: Universitiesneed to develop a competitiveadvantage based on a set ofunique characteristics.
  • 21. UNIVERSITIES• Internationalization: The orientation andstrength of the university culture and thefunctioning structure can be inhibiting offacilitating of the strategies employed toadvance internationalization
  • 22. CONCLUSIONS AND FUTURERESEARCH• Cultural aspects are complex: need to bedefined and incorporated in our internet-based courses.• Inventory of cultural dimensions related toelearning tools.• Collaborative research with universitiesaround the world
  • 23. EfjaristóThank youGràciesGracias
  • 24. CROSS CULTURAL UNDERSTANDING IN HIGHEREDUCATION: STRATEGY AND ELEARNING DESIGN INONLINE UNIVERSITIES: A RESEARCH AGENDATECHNOEDUCA 2011Enric Serradell-López(eserradell@uoc.edu)Pablo Lara-NavarraQUESTIONS ?SOMEBODY INTERESTED ?