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Analysis of visual presentation of cultural dimensions: Culture demonstrated by pictures on homepages of universities in Pakistan

机译:分析文化层面的视觉表现:通过巴基斯坦大学首页上的图片展示文化

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The recent prominence of culturally rich visuals for effective global communication and establishing brands of organizations cannot be denied. This inquest observed how Pakistan universities used their homepages to demonstrate culture through a content analysis of 1064 pictures from 100 top universities. The researcher tried to take a stance on visual presentation of cultural aspects by using Hofstede's cultural dimension theory, and evaluated the impact of cultural elements in choosing pictures as part of web design and marketing strategy. Results indicated that faculty in groups doing academic and official activities were the predominant visual element, and websites mostly marketed faculty. Choice of pictures was positively correlated with Hofstede's scores on power distance, individualism, uncertainty avoidance and indulgence, but a different trend was observed for masculinity and pragmatism. Findings suggest that institutions should ameliorate their web marketing according to cultural needs of local as well as international students, and further research is needed.
机译:不可否认,最近具有丰富文化底蕴的视觉效果对于有效的全球沟通和树立组织品牌至关重要。这次调查探讨了巴基斯坦大学如何通过对来自100所顶尖大学的1064张图片的内容分析来使用其首页来展示文化。研究人员试图通过使用霍夫斯泰德的文化维度理论来对文化方面的视觉表现形式采取立场,并评估文化元素在选择图片作为网站设计和营销策略的一部分时的影响。结果表明,从事学术和官方活动的小组中的教师是主要的视觉元素,网站主要销售教师。图片的选择与霍夫斯泰德在权力距离,个人主义,避免不确定性和放纵方面的得分呈正相关,但在男性气质和实用主义方面却观察到不同的趋势。研究结果表明,机构应根据本地和国际学生的文化需求改善其网络营销,并且需要进一步的研究。

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