Strategic Web Communication

and Content Creation

WM6008
15 Credits

Lesson 11.2
Lesson 11.2 Outline
Lesson Title: Applying Trompenaars Cultural Dimensions

Learning Outcome: Students will be able to apply cultural dimensions to websites

In order to achieve the learning outcome, students must aim to:

● Practice identifying the audience of websites

● Apply cultural dimensions to websites
● Compare and contrast websites based on cultural dimensions
● Recommend ways to improve websites from a cultural point of view
Key points from this week:
● Trompenaars’ Seven Cultural Dimensions
● Hofstede and Uncertainty Avoidance
● Achieving Localisation through website & video content
● Starting to Apply Cultural Dimensions to a Gulf/Bahraini Audience
Recognising Cultural
Dimensions in
Websites
For a breakdown of each
dimension, check the
PDF Slides on Moodle
Week 10:

“Trompenaars Cultural
Dimensions Powerpoint”
Today we will be focus on applying
these dimensions to websites:
● Collectivism
● Individualism

● Universalism
● Particularism

● Neutral
● Affective
 Collectivism vs. Universalism vs. Neutral vs. Affective
Individualism Particularism

Coca Cola Arabia

Coca Cola Global

Stronger Dimension
Coca Cola Arabia

Make notes on evidence of

the following:

Cultural Dimensions

1. Collectivism or

Individualism?

2. Universalism or

Particularism?

3. Neutral or Affective?
Coca Cola Global

Make notes on evidence of

the following:

Cultural Dimensions

1. Collectivism or

Individualism?

2. Universalism or

Particularism?

3. Neutral or Affective?
Notes on applying dimensions to websites.
Notes: Collectivism vs.
Individualism
Coca Cola Arabia Collectivism:
Images: a group, relationship =
volunteers.
Phrase: ‘our company’
Individualism:
‘one story at a time’
There is more evidence of
Collectivism than Individualism in
the Coca Cola Arabia site. This is
suitable for a collectivist
audience.
Coca Cola Global Individualism:
Image: a few people together,
unclear, diffuse relationship,
Options: choice of country.
Investment opportunities.
Opportunities: careers, investors.
Universalism vs.
Particularism
Universalism:
Consistent Brand, Logo, colours.
Multicultural group
Particularism: (Localisation)
Language: Arabic Writing
Clothes: Ladies wearing hijab
There is evidence of both
Universalism and Particularism in
the Coca Cola Arabia site.
Universalism:
Standardised, logo, colours,
product.
People: multicultural.
No particularist elements.
Neutral vs. Affective
Affective:
Photo: people smiling together
No white space. Lot of red, warm
tones.
Text: Ripples of Happiness
The Coca Cola Arabia site shows
more evidence of an Affective
rather than a Neutral culture.
This is suitable for an affective
audience.
Neutral:
Lots of white space, minimalism.
Photo: can’t see all facial
expressions clearly.
Slight affectiveness from smile
and warm tones in photo.
Practice applying
Cultural Dimensions to
Websites
Apply the following dimensions to KFC websites:
● Collectivism
● Individualism

● Universalism
● Particularism

● Neutral
● Affective

● Uncertainty Avoidant
● Uncertainty Accepting
https://bahrain.kfc.me/
www.kfc.com
Ways to apply cultural
dimensions to
websites
How could you represent a collectivist audience
through a website?
● Images: Show group activities

● Phrases: “together” “connected” and use pronouns like “we” and “us”

● Social Media: share experiences, give feedback, connect with others with
similar interests

● Provide testimonials, reviews and recommendations - trust opinions of

real people more than companies.

● Themed/seasonal events of common/shared experience: Ramadan, Eid...

How could you represent an individualistic audience
through a website?
● Competitions (personal gain) and challenges can engage an individual
audience

● Calls to action - Shop Now, Enter competition

● Progress trackers - LinkedIn Profile 80% complete

● Images of Individuals
How could you represent a universal audience
through a website?
● Standard design - place key/fixed elements (logo, navigation, search bar, key calls to action etc)
above fold, in F shaped heat map

● Standard colours, font, layout - website interface is universal and recognisable to all cultures.

● Standard products for global audience

● Events, competitions open to everyone

● Terms and conditions are the same for all.

● Same rules and requirements when applying for loyalty cards or programmes
How could you represent a particular audience
through a website?
● Exclusive events and competitions, loyalty cards

● Privileges and promotions for a specific audience

● Localisation - design the website and content for a particular audience through:

○ Language
○ Products
○ Currency
○ Music
○ Clothes
○ Landscape
○ Architecture
○ Local celebrities
○ Events
○ Values
○ Behaviour
How could you represent a neutral audience through
a website?
● Colours can be neutral - not too loud/bright
● Effective use of white space
● No need to use emotive language
● No need to show emotional content
● No need to focus on any cultural events
● Just use very practical, clear calls to action
How could you represent an affective audience
through a website?
● Images/video: show customers expressing emotion or company expressing emotion about
customers - gratitude/appreciation through special offers, rewards - makes customer ‘feel valued’

● Phrases: Use emotive language: ‘surprise someone special’, ‘show your love,’ ‘spread joy’
E.g. McDonalds: “I’m Loving It”

● Homepage can show the emotions associated with season - for example joy and love at
Christmas, or Ramadan - sharing, caring, giving, fasting, reflections, love, peace, generosity.

● Show that the company cares (isn’t just corporate) by having community/charity events - connect to
generosity - Corporate Social Responsibility (CSR)
How can a website be designed to help an audience
avoid uncertainty ?
● Content of the site is presented and structured in a clear manner with relevant, accurate, up-to-
date information. Accuracy builds trust.

● Use of simple language - avoid ambiguity - avoid uncertainty.

Use of regional language/translation - avoid uncertainty.

● Simple navigation with fewer options is better for audience with high uncertainty avoidance. An
audience with low uncertainty avoidance may be more comfortable with more options in the
navigation.

⇒ Continued on next slide

How can a website be designed to help an audience
avoid uncertainty ?
● Strong ‘About’ page, all relevant info, adds credibility - can trust a company if you know more

● Easy sign-up process - doesn’t require too much personal info/credit details - important for users
who care about their privacy

● Clear, simple CTAs - practicality - more certainty

● HTTPS - more certain the website is secure

● Good service design - easy to follow process for online shopping - no confusion/noise - less worry
about risk
Make recommendations:

How can the localised website be

improved from a cultural point of
view?

Be creative
Keep working on the class activity:
“Applying Cultural Dimensions to a Gulf Audience”

● Complete the ‘uncertainty avoidance’ section

● Definitions of the cultural dimensions - now research definitions

● Consider which cultural dimensions apply more or less to a Gulf/Bahraini audience - now research

which dimensions have been applied to the region

● How could the cultural dimensions of a Gulf/Bahraini audience be represented within the design of

a website - now research web design in relation to the cultural dimensions - how have existing

websites localised their content effectively

“Applying Cultural Dimensions to a Gulf Audience”
Supplementary Task
There is a useful practice exercise on
Moodle that helps you to analyse and
compare the KFC website:
Go to Moodle, Week 11
“Worksheet: KFC Application of
Cultural Dimensions”