Prometheus , Vol . 21 , No . 1 , 2003 Cultural Dimensions of Website Design and Content

  title={Prometheus , Vol . 21 , No . 1 , 2003 Cultural Dimensions of Website Design and Content},
  author={Wenyong Zhao and Brian L. Massey and Jamie Murphy and Liu Fang},
The proposition that the technology of the Internet and Web offers a basis for culturally-neutral, computer-mediated communication was tested through a content analysis of 100 Mainland Chinese and American websites. It was found that the tools of the Internet and Web were neither fully neutral nor fully specific to the websites’ ‘home’ cultures. Cultural hybridisation and diffusion of innovation are suggested as alternative explanations. 
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