Cultural Viewpoint Metaphors

  • Luciana Cardoso de Castro Salgado
  • Carla Faria Leitão
  • Clarisse Sieckenius de Souza
Part of the Human–Computer Interaction Series book series (HCIS)


More than ever before, today one of the challenges for interaction design is the development of systems aiming to attend to the needs and expectations of people with different cultural and social backgrounds. The most widely used perspective in cross-cultural design is internationalization-localization. The result of internationalization and localization is to conceal or neutralize cultural differences among different user communities and contexts of use. We are, however, interested in another situation: one where the design intent is virtually the opposite, to expose and explore cultural diversity. This chapter presents and discusses Cultural Viewpoint Metaphors, an epistemic tool to support the elaboration and evaluation of metacommunicative discourse about cultural diversity.


Cultural Practice Foreign Country Tapioca Starch Foreign Culture Interface Sign 
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Copyright information

© Springer-Verlag London 2013

Authors and Affiliations

  • Luciana Cardoso de Castro Salgado
    • 1
  • Carla Faria Leitão
    • 1
  • Clarisse Sieckenius de Souza
    • 1
  1. 1.Department of Informatics Semiotic Engineering Research GroupPUC-RioRio de JaneiroBrazil

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