CROSS CULTURAL UNDERSTANDING IN HIGHEREDUCATION: STRATEGY AND ELEARNING DESIGN INONLINE UNIVERSITIES: A RESEARCH AGENDATEC...
PURPOSE• Evaluate the influence of the student’s culturalbackground in the context of a e-learningsystem• Literature revie...
• Culture: meaning and classification• Culture in an elearning context
CULTURECulture is defined as the patternsof thinking, feeling and actingthat people display as mentalprograms(Hofstede, 19...
CULTURAL DIMENSIONS ANDCLASSIFICATIONS• Iceberg model• Hofstede’s cultural dimensions• The Globe Project
HOFSTEDE’S MODEL
HOFSTEDE’S CULTURALDIMENSIONS• Power Distance (PDI)• Individualism / Collectivism (IDV).• Masculinity / Femininity (MAS).•...
THE GLOBE PROJECT• Performance Orientation:• Collectivism I: (Institutional).• Gender Egalitarianism:.• Uncertainty Avoida...
CULTURAL DIVERSITY• Gender• Age• Nationality• Religion• Economic status
Questions?• New society  New culture?• Cultural background and elearning• Mission and values of universities
NEW CULTURE• Classical models for the study of culture usedprimarily territorial criteria• Hybrid cosmopolitan culture, ov...
Internet, online universities andculture• Geography is not important• Should we use different elearning toolsdepending the...
• As a global industry in its infancy, elearningcan learn from global media companies.• Kale and Kreider (2007): Cultural ...
CULTURAL ASPECTS AND INTERNETBEHAVIOR
CULTURAL ASPECTS ANDELEARNING
CULTURAL ASPECTS ANDELEARNINGSwierczek and Bechter, 2008
VARIABLES• Usability and Interface design: Testingcolours understanding, icons, pictures,symbols, .. Xinyuan ( 2005),• Exp...
VARIABLES• E-learning behaviours: email uses, discussionboard, peer assessment or peer support,• International students pe...
UNIVERSITIES• Increasing globalization may lead toa uniformity of content and design ofthe universities, beginning with it...
UNIVERSITIES• Corporate identity: Universitiesneed to develop a competitiveadvantage based on a set ofunique characteristi...
UNIVERSITIES• Internationalization: The orientation andstrength of the university culture and thefunctioning structure can...
CONCLUSIONS AND FUTURERESEARCH• Cultural aspects are complex: need to bedefined and incorporated in our internet-based cou...
EfjaristóThank youGràciesGracias
CROSS CULTURAL UNDERSTANDING IN HIGHEREDUCATION: STRATEGY AND ELEARNING DESIGN INONLINE UNIVERSITIES: A RESEARCH AGENDATEC...
Cross cultural understanding  in higher education
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Cross cultural understanding in higher education

  1. 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. 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. 3. • Culture: meaning and classification• Culture in an elearning context
  4. 4. CULTURECulture is defined as the patternsof thinking, feeling and actingthat people display as mentalprograms(Hofstede, 1997)
  5. 5. CULTURAL DIMENSIONS ANDCLASSIFICATIONS• Iceberg model• Hofstede’s cultural dimensions• The Globe Project
  6. 6. HOFSTEDE’S MODEL
  7. 7. HOFSTEDE’S CULTURALDIMENSIONS• Power Distance (PDI)• Individualism / Collectivism (IDV).• Masculinity / Femininity (MAS).• Uncertainty Avoidance (UAI).• Long-term / Short-term Time Orientation(LTO).
  8. 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. 9. CULTURAL DIVERSITY• Gender• Age• Nationality• Religion• Economic status
  10. 10. Questions?• New society  New culture?• Cultural background and elearning• Mission and values of universities
  11. 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. 12. Internet, online universities andculture• Geography is not important• Should we use different elearning toolsdepending the student ?
  13. 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. 14. CULTURAL ASPECTS AND INTERNETBEHAVIOR
  15. 15. CULTURAL ASPECTS ANDELEARNING
  16. 16. CULTURAL ASPECTS ANDELEARNINGSwierczek and Bechter, 2008
  17. 17. VARIABLES• Usability and Interface design: Testingcolours understanding, icons, pictures,symbols, .. Xinyuan ( 2005),• Expectations: Student’s expectations ofeducation and universities,
  18. 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. 19. UNIVERSITIES• Increasing globalization may lead toa uniformity of content and design ofthe universities, beginning with itshome page.
  20. 20. UNIVERSITIES• Corporate identity: Universitiesneed to develop a competitiveadvantage based on a set ofunique characteristics.
  21. 21. UNIVERSITIES• Internationalization: The orientation andstrength of the university culture and thefunctioning structure can be inhibiting offacilitating of the strategies employed toadvance internationalization
  22. 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. 23. EfjaristóThank youGràciesGracias
  24. 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 ?

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