| In the current global environment, universities seek to attract international students. The low enrollment of international students at a particular distance education institution demonstrated the competitive challenge in attracting international students. Distance education web marketing communications may be a factor influencing low enrollment because the web communications reflect cultural values of students from Anglo countries. The purpose of the research was to understand culture's influence on the meaning and interpretation of distance education web communications. Guided by the cultural values orientations theoretical framework , which addresses human relationships with others, the temporal focus of life, and the human relation to nature, this research examined the experiences of a select group of international students from India in terms of how web communications reflect their particular cultural values. Using a case study approach, a purposeful sample of 13 Indian students from 2 select universities were interviewed using open-ended questions. Typological analysis was used to code the categories and themes of the interviews using the cultural value orientations framework. As the web messages were framed within Anglo cultural values, the website did not appeal to the cultural values of the students. Results of the research informed a proposal for a training plan to increase cultural competence, cultural knowledge, and critical reflection in web marketing practice. The proposed project was based on cultural competence literature and transformative adult learning theory. The project initiates social change by potentially increasing student diversity, challenging dominant discourse, and promoting cultural inclusiveness with cultural values reflected in web strategies. |
