introducing cultural prompts in a semantic data browser
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INTRODUCING CULTURAL PROMPTS IN A SEMANTIC DATA BROWSER
Dhaval Thakker, Vania Dimitrova, Gaye Ediboğlu
International Workshop on Intelligent Exploration of Semantic Data (IESD) 2012
Exploitation of digital traces as a source for informal learning
digimind.com
digital traces
Exploration Environment
Taming•Retrieve•Aggregate•Organise
Semantic Web Technologies• Semantic Data browsers• Semantic Nudges
Exploitation of digital traces as a source for informal learning
Semantic Data BrowserFocus Concept
Facts
Social Content
Eye Contact is Body Language
Semantic Data Browser
Processing Pipeline: Semantic Data Browser
Digital Traces Collection
Ontology Underpinning
Semantic Augmentation &
Query
Browsing & Interaction
Bespoke Ontologies & Linked Data Cloud
• Data browsers Limitations:• Cognitive onus on Learner• Not always possible to decide best course of action
for him/her.
Semantic Data Browser for Learning
•Influence options in a way that will support choosers to act in their own interest, preserving freedom of choice•Signposting & Prompts
Thakker, D., Dimoklis, D.,Dimitrova, V., Lau, L., Brna, P. (2012) Taming Digital Traces for Informal Learning: A Semantic-Driven Approach. EC-TEL 2012, pp. 348--362. Springer, Heidelberg, Saarbrücken (Germany), 18 - 21 September 2012.
Semantic Nudges: Signposting
Semantic Nudges: Prompts
Semantic Data Browser
Interaction FocusUser: Country of origin, visited,
residence
Digital Traces Ontology
Digital Traces + Semantic Tags
So far…Semantic Data Browser
• Hofstede: “[culture is] the collective programming of the human mind that distinguishes the members of one human group from those of another. Culture in this sense is a system of collectively held values.” [12].
• National culture is fundamental for distinguishing the people of one country from other people from other countries.
• Intercultural communication – cultural differences in terms of personal distance, gestures, body language, norms
http://geert-hofstede.com/geert-hofstede.html
Culture awareness & Exposure
• Cultural awareness is “.. understanding some key facts about a particular culture”.
• Cultural exposure is experience of culture by visit/origin/residence.
• Aim: Inform users about cultural aspects (basics, intercultural dimensions – such as gestures)
Cultural Models for National Cultures: Hofstede Model
http://geert-hofstede.com/national-culture.html
Power Distance(The degree to which power differentials within society and
organizations are accepted.)
United Kingdom & China
IDV
In Individualist societies people are supposed to look after themselves and their direct family only.
In Collectivist societies people belong to ‘in groups’ that take care of them in exchange for loyalty.
LTO
The extent to which a society shows a pragmatic future-oriented perspective rather than a conventional historical short-term point of view.
Stereotypical Information from Hofstede model - for UK
• Power distance• At 35 Britain sits in the lower rankings of PDI – i.e. a society that believes that
inequalities amongst people should be minimized.• Individualism
• At a score of 89 the UK is amongst the highest of the individualistic scores, beaten only by some of the commonwealth countries it spawned i.e. Australia and the USA.
• Masculinity / Femininity• At 66 Britain is a masculine society – highly success oriented and driven. A key point of
confusion for the foreigner lies in the apparent contradiction between the British culture of modesty and understatement which is at odds with the underlying success driven value system in the culture.
• Uncertainty avoidance • At 35 the UK has a low score on uncertainty avoidance which means that as a nation
they are quite happy to wake up not knowing what the day brings and they are happy to ‘make it up as they go along’ changing plans as new information comes to light.
• Long term orientation• At 25 the UK scores as a short term oriented society which drives a great respect for
history and tradition as well as a focus on quick results in the future.
Grouping countries in clusters for measuring exposure to more abstract
level• Hofstede Model: K-mean Clustering
Cluster 1Netherlands,
Norway, Sweden, Denmark, Finland
Available from : http://imash.leeds.ac.uk/publications/support/culturalprompts/
Cluster 2El Salvador, Turkey,
Chile, Portugal, Uruguay, Greece,
Spain
Cluster 3China, Indonesia, Ghana, Nigeria, Singapore, Hong
Kong, Kenya
Cluster 4Malaysia,
Philippines, India
Cluster 5Panama, Mexico,
Venezuela, Ecuador, Colombia
Cluster 6Egypt, Iraq, Kuwait,
Lebanon, Libya, UAE, Saudi Arabia,
Brazil, Iran
Cluster 7France, Poland, Belgium, Czech
Republic, Japan, Italy, Argentina, Hungary
Cluster 8USA, Australia, UK,
Ireland, New Zealand
Cluster 9South Africa,
Germany, Switzerland, Austria
Cluster 10Peru, Thailand,
Pakistan, Taiwan, South Korea
National Culture Models: Globe project
• Cross-cultural research effort – wider in scope, depth, duration. • Nine units of measurement – cultural dimensions
Performance Orientation
Uncertainty Avoidance
Humane Orientation
Institutional Collectivism
In-Group Collectivism Assertiveness
Gender Egalitarianism
Future Orientation Power Distance
http://www.grovewell.com/pub-GLOBE-intro.html
Globe Cultural Model: Clusters
Anglo - 7 Latin Europe - 6Nordic Europe - 3 Germanic Europe - 5Eastern Europe - 8 Latin America - 10Sub-Saharan Africa - 5 Middle East - 5Southern Asia - 6 Confucian Asia - 6
…Semantic Data Browser + Cultural Model
Semantic Data Browser
Interaction FocusUser: Country of origin, visited,
residence
Digital Traces Ontology
Cultural Models
Culture dimensions Stereotypical Information
Culture clusters
Digital Traces + Semantic Tags
User Model : Culture exposure of user mapped to Cultural Models
• U = < Corigin, Cresidence, Cvisited, Ehof, Eglobe>
• Ehof & Eglobe = Mapping Corigin, Cresidence, Cvisited to Hofstede Clusters and Globe Clusters
• For example, a user who has visited Egypt, Iraq, Kuwait, Lebanon, Libya, India
Cluster 1Netherlands,
Norway, Sweden, Denmark, Finland
Cluster 2El Salvador, Turkey,
Chile, Portugal, Uruguay, Greece,
Spain
Cluster 3China, Indonesia, Ghana, Nigeria, Singapore, Hong
Kong, Kenya
Cluster 4Malaysia,
Philippines, India
Cluster 5Panama, Mexico,
Venezuela, Ecuador, Colombia
Cluster 6Egypt, Iraq, Kuwait,
Lebanon, Libya, UAE, Saudi Arabia,
Brazil, Iran
Cluster 7France, Poland, Belgium, Czech
Republic, Japan, Italy, Argentina, Hungary
Cluster 8USA, Australia, UK,
Ireland, New Zealand
Cluster 9South Africa,
Germany, Switzerland, Austria
Cluster 10Peru, Thailand,
Pakistan, Taiwan, South Korea
56%
33%
…Semantic Data Browser + Cultural Model + User Model
Semantic Data Browser
Interaction FocusUser: Country of origin, visited,
residence
Digital Traces Ontology
Cultural Models
Culture dimensions Stereotypical Information
Culture clusters
User Model
User Model
Digital Traces + Semantic Tags
…Semantic Data Browser + Cultural Model + User Model = Prompt Model
Semantic Data Browser
Interaction FocusUser: Country of origin, visited,
residence
Digital Traces Ontology
Cultural Models
Culture dimensions Stereotypical Information
Culture clusters
User Model
User Model
Digital Traces + Semantic Tags
Prompt Model
Goals of Prompts
• G1. Create awareness of cultural aspects. In the cases when the evidence (from user model) suggests that no exposure to a particular cultural cluster exist, i.e. Ehof<ClusterHofi, Val) Val = ϕ ∧ ∨Eglobe<ClusterGloi, Val) Val = ϕ∧ .
• G2. Expand awareness on certain cultural aspects. In the cases when the evidence (from user model) suggests that there is a limited exposure to a particular culture cluster, where the limit is some threshold θ
• G3. Reflect on cultural awareness. In the cases when the evidence (from user model) suggests that there is good exposure to a particular culture cluster
Prompt Model: Using User Model, Globe Model
• User Model: No exposure to Globe cultural cluster (‘Eastern Europe’)
• General Goal: Create Awareness • Aim: to create awareness for the ‘Eastern
Europe’ cluster and influence the content user browses.
Prompt Model: Using User Model, Globe Model
Prompt Model: Using User Model, Hofstede Model
• User Model: The user has exposure to countries with contrasting power distance index (PDI- as defined by Hofstede)
• General Goal: Create Awareness • Aim: to create awareness by informing about contrasting PDI
Prompt Model: Using User Model, Hofstede Model
• User Model: The user has exposure to countries with contrasting power distance index (PDI- as defined by Hofstede)
• General Goal: Create Awareness • Aim: to create awareness by informing about contrasting PDI
Prompt Model: Using Interaction Focus, Hofstede/Globe Model
• Interaction Focus: The user is at an Entity page, that contains comment mentioning countries.
• Condition: countries mentioned in comment are within a cluster
• Specific Goal: Inform the user about countries belonging to a specific cluster
Future work
• Prompt Model– Type of the prompts and list so far is what can be
generated– Which prompt to display & when (e.g. more than
one matching specific goal) is not worked out yet– “WHAT, HOW” is answered but not “WHEN”– Interaction history can be important– Evaluation
1. Learning context: – Informal Learning is important– Social spaces and user generated content offer new
opportunities
2. Technology:– Semantic Nudges to empower exploration in Semantic
Data Browser– Cultural Prompts for introducing cultural aspects in
semantic data browser
Thank You!Dr Dhaval Thakker, Research Fellow, University of Leeds
[email protected]://www.imreal-project.eu/