Cultural Differences Between Chinese and Western User Instructions: A Content Analysis of User Manuals for Household Appliances

Abstract

Research problem: Cultural differences may be increasingly important in technical communication.Research is needed to investigate differences in document design practices and user preferences. This study examines cultural differences between Chinese and Western manuals for household appliances. Literature review: Earlier studies identified a wide range of possible differences between Chinese and Western documents, but the findings are not consistent and do not provide more generic perspectives on cultural differences. Possible reasons are the diversity of the documents used, the rather informal research designs, and relatively small sample sizes. Research question: To what extent and how do Chinese and Western manuals for household appliances differ from each other in terms of content, structure, and use of visuals? Methodology: To overcome these shortcomings, a quantitative content analysis was conducted, comparing 50 Chinese manuals and 50 Western manuals for household appliances. The coding scheme was based on earlier research findings and focused on content, structure, and the use of visuals. Results and conclusions: The results show that the content of Chinese manuals is less strictly confined to the function of user support than that of Western manuals. Compared to Western manuals, the structure of Chinese manuals appears to be fuzzier and less rigid. Regarding visuals, Chinese manuals contain more non-instrumental, entertaining illustrations than Western manuals. Underlying these differences is a more general distinction between highly instrumental Western manuals and more flexible Chinese manuals. These differences seem to point to two cultural dimensions: holistic versus analytic thinking and analog versus digital cultures.

Chinese Technical Communicators' Opinions on Cultural Differences between Chinese and Western User Manuals

“…However, the results of the previously mentioned content analysis could not confirm these earlier results: no differences were found between the number of visuals and the extent to which visuals are integrated with the text. The results of this recent study, however, showed that different types of visuals are used in Chinese user instructions than in Western user instructions [10,12]. More cartoon-like figures are used in Chinese manuals and more detailed pictures of how a task should be performed are found in Western manuals.…”

“…They are not always only targeted to end users, but sometimes also to technicians, since another study showed that more technical information is to be found in Chinese manuals [9]. A recent content analysis study in which 50 Chinese user manuals for a variety of household appliances were compared with 50 user manuals from Western origin confirmed these earlier results [10].…”

“…The results of the recently conducted content analysis study showed a more nuanced view of differences regarding structure: About the same number of structural elements is used in user instructions from both cultures, but these elements are less explicitly and systematically used in Chinese user instructions. The authors concluded that, overall, Chinese manuals have a 'fuzzier' structure than Western manuals [10].…”

Inductively Versus Deductively Structured Product Descriptions: Effects on Chinese and Western Readers

“…Western user documentation differs in many aspects from Eastern Asian user documentation. Results of several content analytic studies (Barnum & Li, 2006; Carroll & Delin, 1998; Q. Li et al, 2020a; Wang & Wang, 2009; Zhu & St.Amant, 2007) have suggested differences in the content of instructions, the use of visuals, and—most dominantly—the structure of instructions.…”

“…Results of the most comprehensive and most recent content analytic study, which compared Chinese and Western manuals for household products, showed that the structure of Chinese instructions is less rigid than that of Western instructions because structuring elements, such as headings, are less systematically used (Q. Li, et al, 2020a). But other studies show that users of instructions from both cultures are equally well able to use instructions with and those without systematic structuring elements (Q.…”