Approaches to Software Agent Design in Various Cultural Environments

Markus Geissler, PhD

Professor, Computer Information Science

Cosumnes River College

Sacramento, California, USA

Approaches to Software Agent Design in Various Cultural Environments - Markus Geissler, PhD

Overview

Software agents defined

Cultural considerations for agent design

Hofstede’s Cultural Dimensions

Hall’s High- and Low-Context Cultures

Agent environments

Agent roles


Cultural Factors in Agent Design Due to their cultural

differences agent designers are likely to take different approaches to creating agent attributes, actions, and interactions within the agent’s environment.


Definitions of an Agent

Common usageAn agent is a “person who acts on behalf of

another, for example, managing business, financial or contractual matters, or provides a service.”

Computer science-relatedAn agent is “an entity that performs a

specific activity in an environment of which it is aware and that can respond to changes.”○ (Sterling & Taveter, 2009)


Cultural Differences Can Lead to Security Problems It is important to understand the mindset

of your collaborators and/or counterparts.

Communication can help alleviate cultural differences and improve information systems design.


Quick Review:Hofstede’s Cultural Dimensions Power Distance (PDI) Individualism/Collectivism (IDV) Masculinity/Femininity (MAS) Uncertainty Avoidance (UAI) Long-Term Orientation (LTO)

Source: http://www.geert-hofstede.com

Apply to software agent design


Power Distance (PDI)

What is the agent’s role?What are the agent’s functions?

High-PDI: ServantDependent entityDoes only what it is told to do by the master

Low-PDI: Service providerIndependent entityShared vs. assigned powerIs the agent a threat to me?


Individualism/Collectivism (IDV) High-IDV

I can do it myself!Loose group = less collective expertise?Are high-IDV cultures more or less likely to

use agents?

Low-IDVHow does the agent interact with my

group(s)?Can my in-group(s) do the job of the agent?


Masculinity/Femininity (MAS) High-MAS

The agent will do precisely as I tell it to, or else.

Low-MASAgents should be tools of support and

caring.


Uncertainty Avoidance (UAI) High-UAI

Will the agent to the right thing all the time?What limitations or parameters need to be

set?

Low-UAICan agents with fewer rules be more

flexible?○ And therefore more effective?


Long-Term Orientation (LTO) High-LTO

Will this agent make me do my job better?

Low-LTO (short-term orientation)Could this agent get me into trouble?Could using this agent offend someone and

make me look bad?○ Colleagues vs. family


High-Context vs. Low-Context Members of high-context cultures share

substantial common knowledge.Effective communication is assumed even if

less explicit.

In low-context cultures “more knowledge is codified, public, external, and accessible.”

○ http://www.culture-at-work.com (Beer, 2003; Hall, 1976)


Agent Environment

How does an agent interact with other concrete agents and objects in its environment?Does it require more or less resources of its

environment or other agents?

To what degree does the environment facilitate coordination and communication between agents?Example: CSMA/CD vs. CSMA/CA


Cultural Perceptions of Environment Real vs. virtual

In some real environments 99.999% uptime is not realistic.

Virtual environments may be assumed to be more reliable.

On time vs. in timeSome cultures expect timeliness by the

clock while others consider it timely if the needs of others are appropriately met.


Which Cultural Roles do Agents Play? Members of high-PDI cultures may design

agents that exert what some may consider excessive control over other agents or their environment

Service orientation vs. control relationships Example: Some waiters and waitresses in

the U.S. can be overbearingSome try to upsell to expensive beveragesThe goal is to have lunch and a conversation,

not to be interrupted all the time.


Agent Types

Interaction pathways between agent typesPeer vs. control relationships

Members of high-PDI cultures may subordinate agent types differently than members of low-PDI cultures.


Valuation of Resources

In some cultures materials and goods have varying degrees of importance.Some try to conserve resources no matter

what.○ High-LTO

Others are more liberal with the use of resources, arguing that the resources exist to be used.


Problem Solving Cultures approach and address problems

differently.Members of high-IDV cultures try to solve

problems themselves.Members of low-LTO cultures try to cover them

up.

Sometimes a problem in one culture is not considered a problem in another.The network is not running as efficiently as

possible. But it is running. What’s the problem?


Sensors and Actuators

Different perceptions by various culturesHow frequently, how precisely, and to what

extremes should an agent analyze its environment?

Concept of “stateless” can be difficult to grasp for low-LTO culturesSomething that is stateless has no tradition.


Agent Design Considerations Attributes

More or less attributes?More or less clearly defined?

○ At what cost?

Actions → Events to other agentsMore or less complex?

○ At what cost?

Behavioral constructs (environment)More or less complex?


Agent Attribute Design - 1 Designers from low-context cultures will

probably include more specific and detailed, and therefore more, attributes.Example: Sensors that can distinguish

between 100 rather than 10 different states Benefits

More precise agent functionality Disadvantages

More costly initial design and ongoing operation


Agent Attribute Design - 2 Designers from high-IDV cultures are

more likely to create more functional and more independent agents.

BenefitsGreater agent autonomy, along with lower

communication requirements

DisadvantagesReduced agent portability between various

environments


Agent Action Design – 1 Designers from high-UAI cultures are

more likely to design agents that are more failure-resistant.

BenefitsLower incidence of malfunction

DisadvantagesAgent design takes longer and is more

involved.Agent communications with the environment

are more intensive.


Agent Action Design – 2 Designers from low-context cultures are

more likely to design agents that communicate large amounts of information.

BenefitsMore detailed recognition and

communication of an agent’s attributes, environment, and changes therein

DisadvantagesGreater demands on the environment


Behavioral Construct Design Designers from low-MAS cultures are

more likely to design agents that communicate more comprehensively with other objects in their environment.

BenefitsMore reliable communication with more

feedback

DisadvantagesGreater connectivity requirements


Agent Design Considerations for Certain Countries Country PDI IDV MAS UAI

LTOJapan 54 46 95 92 80Portugal 63 27 31 104 N/ASouth Korea 60 18 39 85 75Slovakia * 104 52 110 51 38United States 40 91 62 46 29

* Estimated valuesSource: http://www.geert-hofstede.com


Bibliography

Beer, J. (2003). Communicating Across Cultures: High and Low Context. Retrieved February 22, 2010 from http://www.culture-at-work.com/highlow.html .

Hall, E.T. (1976). Beyond Culture, New York: Doubleday.


Bibliography (continued) Hofstede, G. (2009). Geert Hofstede™

Cultural Dimensions. Retrieved February 22, 2010 from http://www.geert-hofstede.com/ .

Hofstede, G. (2001). Culture’s consequences: comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage.

Hofstede, G. (1997). Cultures and Organizations: Software of the mind. New York: McGraw Hill.


Bibliography (continued)

Sterling, L. & Taveter, K. (2009). The Art of Agent-Oriented Modeling. Cambridge, MA: The MIT Press.

Whitman, M.E. & Mattord, H.J. (2009). Principles of Information Security (3rd ed.). Boston, MA: Course Technology.


Did you pay attention?

What are the differences between high-and low-context cultures?

What are three major agent design considerations?

At_______, Ac_______, B_____ C____


Approaches to Software Agent Design in Various Cultural Environments

Documents

Transcript of Approaches to Software Agent Design in Various Cultural Environments