Looks matter! A Comparative Analysis of Image Use on Chinese and Western Municipal Websites

The use of images on municipal websites plays a pivotal role in shaping first impressions of local governments and cities. However, our understanding of image usage on municipal websites and its relationship to culture remains limited. This study presents a comparative analysis of image use on 100 Chinese and 100 Western municipal websites, focusing on quantity, image types, and photo themes. The findings reveal distinct patterns: Chinese municipal websites tend to incorporate a significantly higher number of images, prominently featuring icons, posters/infographics, and QR codes, whereas on Western municipal sites relatively more drawings, logos, and photos are shown. These differences suggest that Western municipal websites adopt a text-centric approach, utilizing images primarily for aesthetic and affective purposes. Conversely, Chinese municipal websites adopt an image-centric approach, leveraging images for informative and navigational purposes. Moreover, in terms of photo themes, Western websites predominantly showcase themes related to families and daily life of residents, while Chinese counterparts emphasize government activities and urban development. These disparities reflect differing approaches to audience understanding: sender-responsible in the West and audience-responsible in China. Understanding these distinctions is vital for tailoring municipal websites to specific cultural groups, enhancing user engagement, and effectively communicating the city or government’s image to diverse audiences.