Abstract

This paper contributes to our current knowledge about culture and e-business Web design by investigating Amazon and Taotao, two leading e-business platforms based in America and China respectively. It is revealed that the forms of cultural reification in the two Webs include categorization, representation and structuration. All of them vary from culture to culture and this variation can be captured by a recontextualizing model. Furthermore, the recontextualizing process is also found to be mediated by the ideologies prevailing in the e-business community. In conclusion, some suggestions are made for further exploration in the Web designers’ ideology work.

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