Developing international personas: A new intercultural communication practice in globalized societies

Publikation: Forskning - peer reviewTidsskriftartikel

Abstrakt

Abstract

Personas have become a well-known method for IT-designers when developing new products. However, the vast majority of personas constructed are created from a mono-cultural (Western) perspective, representing users from a single national culture at a time. Due to the growing global market, international companies show an increasing interest in creating international personas, but research on personas in a global context is still limited.
To address this gap, this paper first offers a review on articles addressing international personas, and second it presents an empirical Danish study on IT companies’ strategies when going abroad to new markets. Third, inspired by practice theory, the article discusses whether the persona method could benefit from creating narratives related to practices enacted by international users.


Luk

Detaljer

Abstract

Personas have become a well-known method for IT-designers when developing new products. However, the vast majority of personas constructed are created from a mono-cultural (Western) perspective, representing users from a single national culture at a time. Due to the growing global market, international companies show an increasing interest in creating international personas, but research on personas in a global context is still limited.
To address this gap, this paper first offers a review on articles addressing international personas, and second it presents an empirical Danish study on IT companies’ strategies when going abroad to new markets. Third, inspired by practice theory, the article discusses whether the persona method could benefit from creating narratives related to practices enacted by international users.


OriginalsprogEngelsk
TidsskriftJournal of Intercultural Communication
Tidsskriftsnummer43
ISSN1404-1634
StatusUdgivet - mar. 2017
PublikationsartForskning
Peer reviewJa

    Forskningsområder

  • Keywords: personas, practice theory, globalization
ID: 225458280