E-culture and Personality Dimensions Among the University Students

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