Within the new arena of Internet technology, various discourses support the argument that cultural meanings are manifested in web communication when "imagining" a nation's identity in contemporary Chinese societies (Sun 1998; Wong 2003; Yang 2003; Chan 2006; Liu 2006). Chan articulates the various identity options of the Chinese immigrants in the virtual communities by projecting a pan- Chinese cultural identity to encompass a broader term of Chinese ethnicity (Chan 2006). Sun emphasizes that Chinese migrants connect the notion of Chinese identity in cyberspace as an emotional attachment to reconcile with their displacement from their homeland in real life (Sun 2002). However, discourses on Chinese web interface design have often considered Tu Wei-Ming's (1994) concept of "Cultural China" within the first symbolic universe - Singapore, Hong Kong and Taiwan as a common cultural entity (Yang 2003; Cartier 2003). These countries are also regarded as cultural markers and centers of orthodox Chinese culture in various cultural studies the diversity of socio-cultural differences and issues beyond geographical location is often overlooked. Yang suggests that online Chinese portal sites, such as news groups, online magazines and bulletin board systems have attracted Chinese users from the first symbolic universe of "cultural China" to facilitate and mobilize protest against political events (Yang 2003). Cartier questions the concept of constructing "Chineseness" homogeneously may contradict the economic business network of the Chinese in Malaysia since the priority of race and ethnic group is above business association in this country (Cartier 2003). Despite much empirical research on usability in the context of web communication, the studies have either ignored cultural differences of the end user or have placed too much emphasis on visual and emotional attributes, branding and user experience (Gobe 2001). It has been observed that international web designs are created using guidelines for a "generic" culture and that increasingly web communication focuses on developing "global" applications to capture a wider audience although the approach fails to consider distinctive cultural characteristics such as belief, value and experience (Smith, Dunckley, French, Minocha and Chang 2004). As such, a meaningful interpretation of cultural significance should be addressed within the Chinese diaspora when considering web communication for the various Chinese societies. For this study, cultural representations such as, language, traditional symbolism and values are reference points to investigate Chinese cultural identity and web communication in Singapore.

   While "Cultural China" that is based on Neo-Confucian ideology, is playing a major role in regional/global economic development, the notion of a potential pan Chinese identity is emerging as a result of transmigration of the Chinese across geographical boundaries (Nyiri 1999). The research method for this study discusses design implementation and its cultural meaning for Chinese media and entertainment website in contemporary Singaporean Chinese society within the framework of Cultural China. As the media and entertainment sector forms a key aspect of popular culture in Singapore, there is an increasing trend to incorporate pop culture consumption in national policies. For instance, Chinese pop songs, pop idols and television celebrities have become media network spokespersons for the promotion of the official Chinese language in the Speak Mandarin Campaign. This is to captivate learning Mandarin among young Singaporean as part of the continuing national plan for economic ties with China. Furthermore, it is argued that "pop cultural" products are serving as a criss-crossing transnational network of economic exchanges (Chua 2004). This study examines the perception of "Chinese" identity among Chinese Singaporean youth through an empirical analysis of user responses to visual interface design in web-based communication. A culture-centered interactive prototype for media and entertainment is developed and two design components - visual metaphor and icon/symbol - are examined with reference to the social construction of local, "glocal" and cultural meanings for the selected Singaporean Chinese youth. A survey was conducted as part of a pilot study with a group of Singaporean Chinese youth to identify user response to the prototype in relation to cultural meaning and significance.