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@article{ART002998701},
author={Lee Hwayeon and Sung, Seung-eun},
title={Hall’s Theory of Contexting and Mobile Application Attributes},
journal={The Journal of Translation Studies},
issn={1229-795X},
year={2023},
volume={24},
number={3},
pages={183-214},
doi={10.15749/jts.2023.24.3.006}

TY - JOUR
AU - Lee Hwayeon
AU - Sung, Seung-eun
TI - Hall’s Theory of Contexting and Mobile Application Attributes
JO - The Journal of Translation Studies
PY - 2023
VL - 24
IS - 3
PB - The Korean Association for Translation Studies
SP - 183
EP - 214
SN - 1229-795X
AB - Hall’s Theory of Contexting, which differentiates between high and low-context cultures, has been a prominent framework to understand ways of communication across various cultures. However, this theory may lead to overgeneralization if not applied with caution. Moreover, the pervasive use of the internet in today’s global society could potentially blur the traditional cultural distinctions. To explore these dynamics, this study compares the mobile applications of McDonald’s and Burger King used in the U.S. and in South Korea, which serve as archetypal examples of low and high context cultures, respectively. McDonald’s and Burger King were chosen because of the global recognition of their products and services, encapsulated in the term McDonaldization, which raises the question of whether traditional cultural context distinctions remain relevant in the digital applications of these global companies. The result of the analysis, however, revealed distinct differences in the design and attributes of the mobile applications between the two cultures. This study builds upon a small number of previous works in translation studies that utilized Hall’s theory, extending its application beyond text analysis. It also offers a new perspective by applying the theory of contexting to mobile application design and attributes, a topic rarely explored in translation studies.
KW - high context;low context;smartphone application;McDonaldization;localization;theory of contexting
DO - 10.15749/jts.2023.24.3.006
ER -

Lee Hwayeon and Sung, Seung-eun. (2023). Hall’s Theory of Contexting and Mobile Application Attributes. The Journal of Translation Studies, 24(3), 183-214.

Lee Hwayeon and Sung, Seung-eun. 2023, "Hall’s Theory of Contexting and Mobile Application Attributes", The Journal of Translation Studies, vol.24, no.3 pp.183-214. Available from: doi:10.15749/jts.2023.24.3.006

Lee Hwayeon, Sung, Seung-eun "Hall’s Theory of Contexting and Mobile Application Attributes" The Journal of Translation Studies 24.3 pp.183-214 (2023) : 183.

Lee Hwayeon, Sung, Seung-eun. Hall’s Theory of Contexting and Mobile Application Attributes. 2023; 24(3), 183-214. Available from: doi:10.15749/jts.2023.24.3.006

Lee Hwayeon and Sung, Seung-eun. "Hall’s Theory of Contexting and Mobile Application Attributes" The Journal of Translation Studies 24, no.3 (2023) : 183-214.doi: 10.15749/jts.2023.24.3.006

Lee Hwayeon; Sung, Seung-eun. Hall’s Theory of Contexting and Mobile Application Attributes. The Journal of Translation Studies, 24(3), 183-214. doi: 10.15749/jts.2023.24.3.006

Lee Hwayeon; Sung, Seung-eun. Hall’s Theory of Contexting and Mobile Application Attributes. The Journal of Translation Studies. 2023; 24(3) 183-214. doi: 10.15749/jts.2023.24.3.006

Lee Hwayeon, Sung, Seung-eun. Hall’s Theory of Contexting and Mobile Application Attributes. 2023; 24(3), 183-214. Available from: doi:10.15749/jts.2023.24.3.006

Lee Hwayeon and Sung, Seung-eun. "Hall’s Theory of Contexting and Mobile Application Attributes" The Journal of Translation Studies 24, no.3 (2023) : 183-214.doi: 10.15749/jts.2023.24.3.006