Khawar Latif Khan
ABSTRACT
With the internationalization of higher education, websites of academic institutions have become more important in providing information about the institutions and creating global visibility. The educational institutions have multiple audiences, with students from different countries accessing the same information. To meet the needs of a diverse audience, an effective content strategy is required.
This research examines content strategies used by websites of top Pakistani and US universities, followed by observational studies with participants from different countries. The reactions and experiences of participants while navigating the websites, combined with cultural theories and content analysis, highlighted the importance of cultural factors, academic environment, and the target audience in online communication. These results can be used to create an effective content strategy, overcoming key issues faced by the participants.
- P. G. Altbach and J. Knight 2007. The Internationalization of Higher Education: Motivations and Realities. Journal of Studies in International Education, 11(3-4), 290--305.Google Scholar
Cross Ref
- H. Sun 2001. Building a culturally-competent corporate web site: an exploratory study of cultural markers in multilingual web design. SIGDOC '01 Proceedings of the 19th Annual International Conference on Computer documentation, 95--102.Google ScholarDigital Library
- G. Hofstede. 1983. National Cultures in Four Dimensions: A Research-Based Theory of Cultural Differences among Nations. International Studies of Management & Organization, 13(1/2) 46--74.Google ScholarCross Ref
- E. T. Hall. 1989. Beyond Culture. Anchor Books, New York, NY, USA.Google Scholar
- D. L. Hansen, H. A. Derry, P. J. Resnick, and C. R. Richardson 2003. Adolescents searching for health information on the Internet: an observational study. Journal of Medical Internet Research, 5[4) e25.Google ScholarCross Ref
- P. Morville. 2014. Intertwingled: Information Changes Everything. Semantic Studios, Ann Arbor, MI, USA.Google Scholar
Index Terms
- Global content strategy: content analysis and observational study of university websites
Recommendations
Building Design Thinking into Content Strategy
SIGDOC '20: Proceedings of the 38th ACM International Conference on Design of CommunicationThis experience report demonstrates how to build design thinking into content strategy practices. Design thinking is an innovation process of empathizing, ideating, and prototyping for the optimal user experience. Content strategy is a process of ...
Incorporating Component Content Management and Content Strategy into Technical Communication Curricula
SIGDOC '16: Proceedings of the 34th ACM International Conference on the Design of CommunicationTechnical communication (TC) students who are familiar with component content management (CCM) and content strategy have better opportunities for job placement and for making carefully thought-through, rhetorically grounded choices in the workplace. In ...
Developing a Content Strategy Course and Interdisciplinary Skills: A Teaching Case
SIGDOC '18: Proceedings of the 36th ACM International Conference on the Design of CommunicationThe content strategy course has gained more interest for inclusion in the technical communication curriculum. However, content strategy combines a range of interdisciplinary skills, and technical communication scholarship has only briefly discussed how ...
Comments