Culture-to-Culture Image Translation and User Evaluation

The article introduces the concept of image "culturization," which we define as the process of altering the ``brushstroke of cultural features" that make objects perceived as belonging to a given culture while preserving their functionalities. First, we defined a pipeline for translating objects' images from a source to a target cultural domain based on state-of-the-art Generative Adversarial Networks. Then, we gathered data through an online questionnaire to test four hypotheses concerning the impact of images belonging to different cultural domains on Italian participants. As expected, results depend on individual tastes and preferences: however, they align with our conjecture that some people, during the interaction with an intelligent system, will prefer to be shown images modified to match their cultural background. The study has two main limitations. First, we focussed on the culturization of individual objects instead of complete scenes. However, objects play a crucial role in conveying cultural meanings and can strongly influence how an image is perceived within a specific cultural context. Understanding and addressing object-level translation is a vital step toward achieving more comprehensive scene-level translation in future research. Second, we performed experiments with Italian participants only. We think that there are unique aspects of Italian culture that make it an interesting and relevant case study for exploring the impact of image culturization. Italy is a very culturally conservative society, and Italians have specific sensitivities and expectations regarding the accurate representation of their cultural identity and traditions, which can shape individuals' preferences and inclinations toward certain visual styles, aesthetics, and design choices. As a consequence, we think they are an ideal candidate for a preliminary investigation of image culturization.