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The efficacy of an immersive 3D virtual versus 2D web environment in intercultural sensitivity acquisition

  • Cultural and Regional Perspectives
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Abstract

Relatively few studies have empirically tested computer-based immersive virtual environments’ efficacy in teaching or enhancing pro-social attitudes, such as intercultural sensitivity. This channel study experiment was conducted (N = 159) to compare what effects, if any, an immersive 3D virtual environment would have upon subjects’ intercultural sensitivity, compared to a 2D web environment. Significant gains in intercultural sensitivity were found, with subjects exposed to the Second Life-based immersive virtual environment scoring higher than web-based subjects, both toward other cultures in general and toward Chinese culture in particular. An interaction effect for gender and channel was found, with males experiencing greater intercultural sensitivity outcomes than in a web environment. These empirical findings add to our theoretical understanding of channel effects and intercultural sensitivity. The results can guide cultural instructors or trainers toward the best platforms for content delivery to learners. These findings are worthy of future investigation to better understand their application in educational endeavors as well as in other fields.

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Notes

  1. On an administered demographic questionnaire, participants self-identified as male or female.

  2. The decision to use China as the exemplar was made in large part due to the many observable cultural differences with the Western world, which provide sufficient distinctions for experimental testing and aided content and stimuli development for testing intercultural sensitivity outcomes. China's economic and cultural influences upon the Western world make this choice increasingly relevant. Future experiments may wish to test other cultural stimuli.

  3. In addition to the randomized assignment of conditions, the study was approved by a university IRB and no concerns were raised with the design, ethical or otherwise, thus we feel confident that ethical research practices were followed here.

  4. Such an acclimation or “practice” procedure is common in experiments to make sure users have a “test run.” It is also common when introducing users to new technologies. For example, Second Life recommends its users all begin at “Orientation Island,” a practice setting where users can learn how to navigate their avatars and familiarize themselves with basic commands and communications used within the environment before entering other places within Second Life.

  5. It should be noted that independent sample t tests comparing intercultural sensitivity mean scores between channels (Web and Second Life) at the pre-test level revealed no significant differences, providing a good baseline condition for the testing that followed. This baseline condition held both for intercultural sensitivity “toward other cultures in general” and toward “Chinese culture specifically.”

  6. As further explanation for the non-significant difference between males’ and females’ intercultural sensitivity scores at all three points in time, there were different starting mean scores. Thus, males still revealed significant increases in their own Second Life outcomes (when comparing to their own starting levels of intercultural sensitivity). See Fig. 3.

  7. The immediate post-test result was non-significant for males, but the other two points in time had significantly higher scores for Second Life compared to the web.

  8. It is important to note that both females and males gained in intercultural sensitivity following exposure to the cultural stimuli according to gender-specific pre-test and post-test scores, in both the 2D web and 3D virtual environments. However, the focus of the study has been on comparative differences by channel and by gender.

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Acknowledgements

We would also like to acknowledge the assistance of Hyungwook Park, Ryan Tanay, Kevin (West) Bowers, Fang Fang Gao, and Evan Serge.

Funding

This study was funded by the Human Social Cultural and Behavioral Sciences (HSCB) Program of the U.S. Department of Defense (U.S. Army), contract #00066834.

Author information

Authors and Affiliations

  1. Department of Telecommunication, College of Journalism and Communications, University of Florida, P.O. 118400, Gainesville, FL, 32611, USA

    Amy Jo Coffey

  2. Department of Communication and Media Sciences, Ain Shams University, P.O. 11566, Cairo, Egypt

    Rasha Kamhawi

  3. The University of Texas at Dallas, 800 West Campbell Road, AT10, Richardson, TX, 75080-3021, USA

    Paul Fishwick

  4. P.K. Yonge Developmental Research School, College of Education, University of Florida, Gainesville, FL, 32602, USA

    Julie Henderson

Authors
  1. Amy Jo Coffey
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  2. Rasha Kamhawi
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  3. Paul Fishwick
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  4. Julie Henderson
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Corresponding author

Correspondence to Amy Jo Coffey.

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Appendix: Sample of cultural content presented in stimuli—recorded text from Second China business scenario

Appendix: Sample of cultural content presented in stimuli—recorded text from Second China business scenario

When attending a Chinese business meeting, one should arrive 5 min early. Guests are greeted by the host’s representative and shown to a meeting room. Gifts are common in business and particular attention should be paid to gift selection. Appropriate gifts include items which symbolize the giver’s culture like traditional art or books of photographs. Fine cognacs and pens are also good choices. Gifts to be avoided are clocks, umbrellas, white flowers, and green hats.

For the Chinese, landscape painting represented the universal longing to commune with nature. Chinese depictions of nature were seldom mere representations of the external world but also self-expression and criticism toward the society at the time. Daoism may have contributed to the rise of landscape painting due to its emphasis on how minor human presence is in the greater cosmos.

Seniority is very important in Chinese business contexts and is illustrated in a number of ways. In a Chinese meeting room, the principal guest and host usually sit at the middle of the table with the guest facing the door. Low-ranking guests sit toward the ends of the table. When giving out business cards or other business materials, one should start with the most senior people rather than with those sitting closest to you.

The most common refreshment served at a Chinese business meeting is tea. It is usually served boiling hot. In a formal business situation, there is no need to drink more than a couple of sips of tea. If you do drink more, it will be refilled periodically. If you have the opportunity to pour tea for someone, it will be interpreted as a gesture of respect. In a business environment, the pouring of tea is usually performed by a subordinate.

In modern settings, long tables in the center of meeting rooms may be decorated with flags of the visiting party’s country. In addition, one may encounter fresh fruit or bottled water on tables in meeting rooms. Fresh flowers can also be found in some modern conference rooms in China. White flowers are not usually found because white is a funeral color in Chinese culture. Flowers of bright colors like red are preferred.

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Coffey, A.J., Kamhawi, R., Fishwick, P. et al. The efficacy of an immersive 3D virtual versus 2D web environment in intercultural sensitivity acquisition. Education Tech Research Dev 65, 455–479 (2017). https://doi.org/10.1007/s11423-017-9510-9

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