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A Cultural Analysis of E-Learning for China

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A Cultural Analysis of E-Learning for China A Cultural Analysis of e-Learning for China. Tim Friesner University College Chichester, UK [email protected] Mike Hart King Alfred’s University College, Winchester, UK [email protected] Abstract: This e-paper discusses e-Learning for China based upon the experiences of a free content website. Chinese culture, The Internet, and education are discussed using a number of deep links into online bibliographies, online journals and other knowledge objects. A cultural analysis is undertaken and conclusions are made. The future of research into e-Learning for China is considered. Keywords: China, Internet, e-Learning, Cultural Analysis, Marketing. 1. Introduction Chinese culture. Heidelberg University has a first class Internet Guide to Chinese Studies if This e-paper discusses the future of e- a deeper understanding of the disciplines Learning for the Greater China Region (GCR) mentioned above is required. Their portal from a Western perspective. It builds from a offers links to valuable information on Chinese conference paper delivered by Friesner and culture under a number of subject headings. Hart (2003) that evaluated a case study, and However, this e-paper considers culture from conducted a cultural analysis, of free e- the perspective education, or more specifically Learning for the GCR. Some of the e-Learning. Education is important to the commentary included therein is also included Chinese Government and many Chinese here. However this e-paper will enhance points learners study in Europe and The USA, and made as well as interlinking with an array of Western Learners also have the opportunity to knowledge objects that will give a richer flavour study in China. A useful bibliography on to future discussions on e-Learning for China. education in China is offered by The Ohio It does not aim to be all encompassing but State University. The importance of e-Learning intends to stimulate discussion and research in China is recognised by The China Education on the topic of e-Learning for China. and Research Network (CERNET). E-Learning forms part of a blended learning strategy that In this e-paper the general drivers of Chinese includes radio, video and IT, and forms part of culture are addressed. Then the cultural the solution for growing demands for education aspects of e-Learning for China are discussed and shortages of teachers in China. The topic in more detail. A cultural analysis of the of education and e-Learning is returned to later Marketing Teacher experience is undertaken, in this e-paper. Throughout this e-paper there and the context of learning online in China is is an opportunity to follow deep links to online- explained. The discussion is then considered journals and e-papers, online bibliographies in relation to the cultural drivers of Terpstra and websites. The links represented by tables and Sarathy (2000) namely language, religion, 1 and 2 represent some additional sources of values and attitudes, aesthetics, law and information on Chinese culture that may prove politics, technology and material cultures, useful to readers of this e-paper. education, and social organisation. Conclusions are made and areas for further research are anticipated. 2. Chinese culture Culture embodies the ideas, customs and social behaviours of a society. In broad terms the study of culture is often associated with many disciplines including economics, politics, media studies, sociology, history, anthropology, science and information technology, the law, education and literature. This e-paper considers only a few aspects of http://www.ejel.org ©Academic Conferences Limited Electronic Journal on e-Learning Volume 2 Issue 1 (February 2004) 81-88 82 Table 1: Additional online bibliographies on Chinese culture Link Topic University of Hawaii Chinese Education Universiteit Leiden Chinese Education The Chinese Philosophy Page Chinese Philosophy Essential Reading in Chinese Philosophy Chinese Philosophy Chinese Cultural Studies Bibliographical Guide Chinese History University of Missouri, Columbia. Chinese Religion Modern Chinese History: A Basic Bibliography Modern Chinese History University of Maine at Farmington More Chinese Bibliographies University of Hawaii More Chinese Bibliographies Asian Studies WWW Virtual Library More Chinese Bibliographies Table 2: Additional online journals on Chinese culture Link Topic Education about Asia Chinese Education The Asian Studies WWW Monitor China and The Internet China Perspectives Chinese Economy The Asia Pacific Magazine Chinese Economy Asia-Pacific Law and Policy Journal Chinese Law Comparative Connections Chinese International Relations 3. A cultural analysis of York, approximately 19 million. Secondly there www.marketingteacher.com.cn is a dramatic need for growth since nearly 400 new cities, with the associated explosion in The experience of creating and running a free jobs, have been created over the last two e-Learning website for The GCR forms the decades. Finally the Chinese population has a basis of a case study. Marketingteacher.com bimodal distribution of wealth (Levy 2003). The was created in 2000. It is a website dedicated Eastern provinces tend to be very wealthy to marketing learners, teachers and whilst those in the West remain relatively poor. professionals and states a clear mission ‘for Pressure has been put on the Chinese marketing learners.’ The website contains over Government by the World Trade organisation twenty short lessons on marketing topics (WTO) to resolve this inequality and a central including the marketing environment, strategy, strategy is learning. Such an approach is tactics, and planning. Each lesson is supported deemed to be appropriate to drive a shift from with its own exercise and associated answer. a manufacturing economy to one that has a Best of all for its 700,000 annual visitors (or more knowledge-based workforce. Tang 5,000,000 yearly hits) is that the website (2000) offered an overview of recent Internet exploits the most powerful words in marketing, development in the People’s Republic of China it’s free! Praise has been received from (PRC). The Chinese government has been students, lecturers and practitioners from many committed to developing information Western nations. However, a strategy of technology research and development since adaptation is needed if the same free e- the late 1980’s and demonstrated this by Learning is to be marketed to Chinese implementing its ‘High Tech Research and learners. This section of this e-paper aims to Development Programme’ containing four answer the question, how can the Golden Projects. The four Golden Projects underpinning idea of free e-Learning using the were launched in the 1990’s: The Golden Marketing Teacher format be applied to non- Bridge provided the information technology Western cultures? backbone, the Golden Duty aimed to connect financial and taxation organisations, the 4. The context of online education Golden Card’s goal was to allow the for the People’s Republic of acceptance of credit/debit cards in stores and China. at ATM’s, and the Golden Trade was designed to assist Chinese businesses to trade in China has 1.3 billion people and the second Chinese characters (language symbols) in revolution, that of the market economy, is now global markets. In 2003 it remains difficult to nearly twenty years old. There are three main see how successful the Golden Projects have reasons why China will quickly develop online been. For example, it is very difficult to arrange learning. Firstly there are as many companies credit card transactions in Renminbi (RMB) in China as there are people living in New over The Internet, something that Western e- http://www.ejel.org ©Academic Conferences Limited 83 Tim Friesner & Mike Hart commerce takes for granted. Credit card usage The influential work of Hofstede forms the basis of later discussion since (1984,1994,1996) on culture contains more Marketing Teacher does have a non- than 11,600 questionnaires from more than 50 obligatory, chargeable online course. The countries. The dimensions of culture are based latest survey on China's Internet development around individualism/collectivism, power shows by 30 June, 2003, China had about distance, masculinity/femininity and uncertainty 470,000 portals, with 68 million Internet users, avoidance. Unfortunately none of the original and the numbers are growing every day surveys focused upon the PRC. However parts (Financial Times 2003) . More information is of the Greater China Region, Singapore, Hong available from The East Asian Collection at the Kong (not part of the PRC until 1st July, 1997) University of Melbourne. The PRC is a country and Taiwan, were included. The Greater China with a population in excess of one billion and Region is made up of diverse cultures and this the future opportunities for e-Learning are should be taken into account when creating fantastic. web content for learners. As educators we try to deal with learners as individuals but we A model was needed to analyse the issues of need to appreciate the collective nature of adaptation of the www.marketingteacher.com culture in the Greater China Region. Perhaps concept of free e-Learning to a Chinese as these regions adapt to the market revolution context. The literature was reviewed relating to a more individualistic culture will emerge. models and frameworks of business culture. Hofstede (1996) revealed an additional fifth The benefits of this approach are that there is dimension namely Confucian dynamism. an academically respected base of research Confucianism is a Chinese trait and its that can be drawn upon to assist with cultural characteristics include a strong bias towards analysis. The business approach to cultural obedience, the importance of rank and assessment does rely upon an accepted hierarchies and the need for smooth social epistemology that links in with other areas of relations. The Chinese e-learner may feel that cultural knowledge. For example, antecedents they are subservient to a teacher and this such as values and beliefs, education, social could prove problematic when no physical tutor hierarchy and many others have their basis in exists.
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