| JOURNAL OF INDIAN ACADEMY OF APPLIED | | | | ego-ideal, 6 in pessimism, 7 in neuroticism, |
| PSYCHOLOGY, JANUARY 2007, Vol. 33, No.1, | | | | 6 in introversion, 5 in need-achievement, 5 |
| p:129-132. | | | | in self-confidence, 5 in dogmatism, and 6 in |
| | | | dominance. This measure is a two point scale; |
| INTRODUCTION | | | | each item is followed by two responses: 'yes' |
| | | | and 'no'. The 'yes' response indicates the |
| The innovations in the field of science and | | | | presence of the variable in the respondent |
| technology during the 20th and 21st centuries | | | | and the 'no' the absence of it. A score of 1 |
| have caused an explosion in the use of | | | | is given for the presence of the variable |
| electronic items throughout the globe. | | | | (that is, 'yes' response) and 0 for the |
| Prevalence and excessive use of electronic | | | | absence of it (that is, for 'no' response). |
| goods has been found among people cutting | | | | If an item is unanswered it is not taken for |
| across cultural differences. Electronic | | | | consideration. The 9 different variables of |
| technology is changing our life-style to a | | | | the inventory receive different range of |
| great extent. There are many areas of | | | | scores. The higher the score in a trait |
| electronic technology helping different | | | | indicates the prevalence of that trait in the |
| sections of common man. | | | | respondent. Each of the 50 items included in |
| | | | this scale was based on satisfactory validity |
| Breakthroughs made in the arena of | | | | indices obtained. The developer of the scale |
| information technology and communications | | | | obtained reliability co-efficient of 0.52; |
| (ICT) have resulted in the emergence of | | | | significant at 0.01 levels. |
| e-banking, e-commerce, e-governance and | | | | |
| e-medicine, etc, which have set in a trend | | | | Procedure |
| for e-culture (Patel & Rajendran, 2005). | | | | |
| According to Uzelac (2003) the ICT revolution | | | | The subjects were personally and individually |
| started some decades ago but its development | | | | contacted by the researcher and data was |
| towards network logic was brought about by | | | | obtained through face-to face interview. The |
| the Internet which gave it an extra push. It | | | | duration of data collection were spread over |
| is the ICT-availability and Internet access | | | | a period of one month. The obtained responses |
| that provides opportunities for production of | | | | were scored and statistically analyzed. |
| e-culture (Mercer, 2003). | | | | |
| | | | Results and Discussion |
| E-culture is both technological and a social | | | | |
| development. There is a widespread consensus | | | | The objective of this research study is to |
| that new digital and networking technologies | | | | explore the relationship of e-culture with |
| like the World Wide Web (WWW) and the | | | | personality dimensions. For this purpose |
| Internet have the capacity to change the | | | | Pearson's product moment correlation were |
| domains of everyday social and personal life | | | | calculated, since no significant gender |
| by transforming work and knowledge forms, | | | | differences were found results for both sexes |
| gender and body politics, health and science, | | | | are combined and given in Table 1. |
| domestic life and entertainment as well as | | | | |
| transforming national economics and | | | | It is inferred from the results summarized in |
| international relations, democracy and the | | | | Table 1 that e-culture is positively and |
| distribution of power (Dona Kolar-Panov, | | | | significantly related to two personality |
| 2003). | | | | dimensions, namely, need-achievement and |
| | | | dominance. This study reveals that people |
| Presently research on e-culture is at a | | | | high in the personality traits of |
| rudimentary level and thus is its definition. | | | | 'need-achievement' and 'dominance' tend to |
| Scholars working in this field have attempted | | | | make more use of electronic products. The |
| to define e-culture in different ways, but | | | | increased indulgence in electronic culture by |
| all being far from conclusive. Patel and | | | | them may be a symbolic indication of their |
| Rajendran (2005) have defined "electronic | | | | achievements and also an effort to dominate |
| culture" as "increased use of electronic | | | | others. |
| goods by individuals in various areas." | | | | |
| According to the view of De Haan and Huysmans | | | | Van Dijk (2001) has pointed the conditions |
| (2002) the term 'e-culture' is stated to | | | | for the emergence of e-culture as four |
| refer to the diffusion of new technology, its | | | | different types of access to information and |
| application for various avenues such as | | | | communication technology (ICT): (1) |
| information and communication in addition to | | | | motivation- which concerns psychical access |
| shifts effected in related attitudes, values | | | | to ICT, the interest in it, the will to use |
| and norms. | | | | it and the lack of fear of new technology; |
| | | | (2) possession- means in this context the |
| Culture and psychological processes influence | | | | availability of equipment and an Internet |
| one another and a dynamic interplay exists | | | | connection at home or at work, school or |
| between them (Lehman, Chiu, and Schaller, | | | | university; (3) use- the actual use that |
| 2004). According to Oishi (2004) 'culture and | | | | people make of available possibilities; and |
| personality" is one of the fashionable | | | | (4) skills- the possession of digital skills. |
| slogans of contemporary social science. The | | | | |
| culture and personality study also called | | | | Hence the presence of motivation to posses |
| "Psychological Anthropology," is a branch of | | | | and use electronic products and also |
| anthropology that seeks to determine the | | | | acquiring the required digital skills by |
| nature of the interest between the individual | | | | individuals high in 'need-achievement' and |
| and his culture. Numerous research studies in | | | | 'dominance' might be felt as an |
| anthropology and social psychology indicate | | | | accomplishment enabling them to feel superior |
| the influence of culture upon personality | | | | to others who lack it. |
| variables. Chauhan (1985) indicates that the | | | | |
| impact of culture upon man is of crucial | | | | Table 1: Pearson's moment correlation |
| concern. Cultures are diverse and dynamic | | | | co-efficient for e-culture with personality |
| social systems and not static monoliths | | | | dimensions. |
| (Bandura, 2002), cultural changes are | | | | |
| inevitable due to innovations exert influence | | | | Personality dimensions r |
| on personality. | | | | |
| | | | Empathy -0.015 |
| The knowledge and understanding of | | | | |
| personality serves many a purpose. It helps | | | | Ego-Ideal -0.016 |
| to anticipate and cope with the problems of | | | | |
| interpersonal interaction and also | | | | Pessimism 0.079 |
| facilitates the process of accommodation and | | | | |
| assimilation to environment. For | | | | Introversion -0.011 |
| psychologists, knowledge about factors | | | | |
| influencing personality is of crucial | | | | Neuroticism -0.014 |
| importance, it enables them to predict and | | | | |
| manipulate the behaviour of the clients | | | | Need Achievement 0.119* |
| productively. | | | | |
| | | | Self-Confidence 0.033 |
| Purpose of the study | | | | |
| | | | Dogmatism -0.007 |
| Researches on e-culture now are only at the | | | | |
| beginning of a long process. Reviews indicate | | | | Dominance 0.118* |
| that studies on e-culture are fragmented and | | | | |
| inadequate. Scanty information is available | | | | ** significant at 0.001 levels |
| about the effect of e-culture on social and | | | | |
| cultural development. Only recently, the | | | | *significant at 0.005 levels |
| International research community has started | | | | |
| showing interest in exploring e-culture. The | | | | The present study indicates that personality |
| impetus for the new interest may be the | | | | dimensions of 'need-achievement' and |
| realization that e-culture is widespread, | | | | 'dominance' are positively and significantly |
| inevitable and also places adaptive demands | | | | related to e-culture. |
| upon people. | | | | |
| | | | References |
| In India, unfortunately, the research efforts | | | | |
| in understanding and investigating the status | | | | Bandura, A. (2002). Social cognitive theory |
| of e-culture have not yet gained momentum. | | | | in cultural context. Journal of Applied |
| The research and academic community are | | | | Psychology: An International Review. 51, |
| dormant regarding the influence of e-culture. | | | | 269-290. |
| An examination of related literature in | | | | |
| Indian context indicates that e-culture has | | | | Chauhan, N.S. (1985). Manual for Cultural |
| received poor attention. In particular, from | | | | Determination Scale. Meerut: MAPA. |
| a psychological perspective, e-culture still | | | | |
| remains unexplored at local level and less | | | | De Haan, J & Huysmans, F. (2002). E-culture: |
| explored at global level. The knowledge and | | | | An Empirical Exploration. The Hague: Social |
| understanding of the relationship between | | | | and Cultural Plan Bureau. pp.145-155. |
| cultural changes and personality is | | | | |
| indispensable in order to mould and govern | | | | Dona Kolar-Panov (2003). Cautious Optimism |
| one's behavioural pattern. It is now | | | | for e-Culture in Europe. In S. Dragojevic., |
| essential for psychologists to also evaluate | | | | D. Dodd., B. Cvjeticanin and C. Smithuijsen |
| the influence of e-culture upon personality, | | | | (Ed)(2005): E-Culture: The European |
| as the emerging and encompassing e-culture | | | | Perspective- Cultural Policy, Creative |
| effects shifts in related attitudes, values | | | | Industries, Information Lag (From the |
| and norms (De Haan and Huysmans, 2002). Hence | | | | proceeding of the round table meeting, |
| this study is an attempt to explore the | | | | Zagreb, 24-27 April 2003). Zagreb: Institute |
| relationship between e-culture and | | | | of International Relations. pp. |
| personality dimensions in Indian context. | | | | 99-106. |
| | | | |
| Method | | | | Lehman, D. R., Chiu, C & Schaller, M. (2004). |
| | | | Psychology and Culture. Annual Review of |
| Sample | | | | Psychology, 55, 689-714. |
| | | | |
| The sample for this study comprised of 100 | | | | Mercer, C. (2003). Knowing Ourselves: |
| students (50 females and 50 males) randomly | | | | e-culture in the value production chain. In |
| selected from Annamalai University, | | | | S. Dragojevic., D. Dodd., B. Cvjeticanin and |
| Chidambaram Taluk in Cuddalore District, | | | | C. Smithuijsen (Ed)(2005): E-Culture: The |
| Tamil Nadu. The age range of the sample were | | | | European Perspective- Cultural Policy, |
| between 18 to 24 years (Mean Age= 22.1 | | | | Creative Industries, Information Lag (From |
| years). | | | | the proceeding of the round table meeting, |
| | | | Zagreb, 24-27 April 2003). Zagreb: Institute |
| Tools | | | | of International Relations. pp. 81-88. |
| | | | |
| The research tools used in this study for | | | | Muthayya, B.C. (1973). Manual for |
| data collection were the (1) E-culture | | | | Multivariable Personality Inventory (MPI). |
| Inventory and (2) Multivariable Personality | | | | Agra: Agra Psychological Research Cell. |
| Inventory. | | | | |
| | | | Oishi, S. (2004). Personality in Culture: A |
| (1) E-culture inventory | | | | neo-Allportian View. Journal of Research in |
| | | | Personality, 38, 68-74. |
| This inventory was developed by Patel and | | | | |
| Rajendran (2005) to measure e-culture. The | | | | Patel, J. M. A & Rajendran, K. (2005). |
| inventory consists of 42 items with 2 | | | | E-culture Inventory. SCOPE- Annamalai |
| responses, i.e., "yes" and "no" respectively | | | | Psychology Journal, 1, 1-11. |
| for each item. The 42 items are classified | | | | |
| into 4 areas, namely, home=16 items, | | | | Uzelac, A. (2003). E-culture: Cultural Goods |
| office=11 items, personal=8 items and | | | | between Public Domain and Private Property. |
| public=7 items. The score for 'yes' in home | | | | In S. Dragojevic., D. Dodd., B. Cvjeticanin |
| area is 2, in office is 1, in personal area | | | | and C. Smithuijsen (Ed)(2005): E-Culture: The |
| is 3 and in public area is 1 were as the | | | | European Perspective- Cultural Policy, |
| score for 'no' in all the areas is 0. The | | | | Creative Industries, Information Lag (From |
| maximum score possible in this inventory is | | | | the proceeding of the round table meeting, |
| 74 and the minimum score is 0. High score | | | | Zagreb, 24-27 April 2003). Zagreb: Institute |
| indicates high e-culture and low score | | | | of International Relations. pp. 31-40. |
| indicates low e-culture. The reliability and | | | | |
| validity co-efficient for this inventory were | | | | Van Dijk, J. (2001). The accessibility of |
| found to be highly significant at 0.001 | | | | ICTs and the quality of infrastructure and |
| levels. | | | | services. In: Ministry of Transport, Public |
| | | | Works and Water Management of the Netherlands |
| (2) Multivariable Personality Inventory (MPI) | | | | (Ed.), People in networks: A contribution to |
| | | | the discussion of the Ministry of Transport |
| This inventory was developed by Muthayya | | | | to the debate about the Digital Divide. The |
| (1973) is a multidimensional measure on | | | | Hague: Ministry of Transport, Public Works |
| personality. This tool measures an | | | | and Water Management. |
| individuals personality based on nine | | | | |
| personality variables, namely, dominance, | | | | J.M. ASGARALI PATEL, is presently working as |
| neuroticism, empathy, need-achievement, | | | | a Senior Lecturer in the Department of |
| ego-ideal, introversion, self-confidence, | | | | Psychology, Annamalai University, Annamalai |
| dogmatism, and pessimism. | | | | Nagar- 608 002. |
| | | | |
| This inventory consists of 50 items | | | | K.RAJENDRAN, is presently the Professor and |
| distributed among 9 dimensions represented in | | | | Head, Department of Psychology, Annamalai |
| it. There are 5 items in empathy, 5 on | | | | University, Annamalai Nagar- 608 002. |