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E-culture and Personality Dimensions Among the University Students

JOURNAL OF INDIAN ACADEMY OF APPLIEDintroversion, self-confidence,
PSYCHOLOGY, JANUARY 2007, Vol. 33, No.1,dogmatism, and pessimism.
p:129-132.This inventory consists of 50 items
INTRODUCTIONdistributed among 9 dimensions
The innovations in the field of sciencerepresented in it. There are 5 items in
and technology during the 20th and 21stempathy, 5 on ego-ideal, 6 in pessimism,
centuries have caused an explosion in7 in neuroticism, 6 in introversion, 5
the use of electronic items throughoutin need-achievement, 5 in
the globe. Prevalence and excessive useself-confidence, 5 in dogmatism, and 6
of electronic goods has been found amongin dominance. This measure is a two
people cutting across culturalpoint scale; each item is followed by
differences. Electronic technology istwo responses: 'yes' and 'no'. The 'yes'
changing our life-style to a greatresponse indicates the presence of the
extent. There are many areas ofvariable in the respondent and the 'no'
electronic technology helping differentthe absence of it. A score of 1 is given
sections of common man.for the presence of the variable (that
Breakthroughs made in the arena ofis, 'yes' response) and 0 for the
information technology andabsence of it (that is, for 'no'
communications (ICT) have resulted inresponse). If an item is unanswered it
the emergence of e-banking, e-commerce,is not taken for consideration. The 9
e-governance and e-medicine, etc, whichdifferent variables of the inventory
have set in a trend for e-culture (Patelreceive different range of scores. The
& Rajendran, 2005). According to Uzelachigher the score in a trait indicates
(2003) the ICT revolution started somethe prevalence of that trait in the
decades ago but its development towardsrespondent. Each of the 50 items
network logic was brought about by theincluded in this scale was based on
Internet which gave it an extra push. Itsatisfactory validity indices obtained.
is the ICT-availability and InternetThe developer of the scale obtained
access that provides opportunities forreliability co-efficient of 0.52;
production of e-culture (Mercer, 2003).significant at 0.01 levels.
E-culture is both technological and aProcedure
social development. There is aThe subjects were personally and
widespread consensus that new digitalindividually contacted by the researcher
and networking technologies like theand data was obtained through face-to
World Wide Web (WWW) and the Internetface interview. The duration of data
have the capacity to change the domainscollection were spread over a period of
of everyday social and personal life byone month. The obtained responses were
transforming work and knowledge forms,scored and statistically analyzed.
gender and body politics, health andResults and Discussion
science, domestic life and entertainmentThe objective of this research study is
as well as transforming nationalto explore the relationship of e-culture
economics and international relations,with personality dimensions. For this
democracy and the distribution of powerpurpose Pearson's product moment
(Dona Kolar-Panov, 2003).correlation were calculated, since no
Presently research on e-culture is at asignificant gender differences were
rudimentary level and thus is itsfound results for both sexes are
definition. Scholars working in thiscombined and given in Table 1.
field have attempted to define e-cultureIt is inferred from the results
in different ways, but all being farsummarized in Table 1 that e-culture is
from conclusive. Patel and Rajendranpositively and significantly related to
(2005) have defined "electronic culture"two personality dimensions, namely,
as "increased use of electronic goods byneed-achievement and dominance. This
individuals in various areas." Accordingstudy reveals that people high in the
to the view of De Haan and Huysmanspersonality traits of 'need-achievement'
(2002) the term 'e-culture' is stated toand 'dominance' tend to make more use of
refer to the diffusion of newelectronic products. The increased
technology, its application for variousindulgence in electronic culture by them
avenues such as information andmay be a symbolic indication of their
communication in addition to shiftsachievements and also an effort to
effected in related attitudes, valuesdominate others.
and norms.Van Dijk (2001) has pointed the
Culture and psychological processesconditions for the emergence of
influence one another and a dynamice-culture as four different types of
interplay exists between them (Lehman,access to information and communication
Chiu, and Schaller, 2004). According totechnology (ICT): (1) motivation- which
Oishi (2004) 'culture and personality"concerns psychical access to ICT, the
is one of the fashionable slogans ofinterest in it, the will to use it and
contemporary social science. The culturethe lack of fear of new technology; (2)
and personality study also calledpossession- means in this context the
"Psychological Anthropology," is aavailability of equipment and an
branch of anthropology that seeks toInternet connection at home or at work,
determine the nature of the interestschool or university; (3) use- the
between the individual and his culture.actual use that people make of available
Numerous research studies inpossibilities; and (4) skills- the
anthropology and social psychologypossession of digital skills.
indicate the influence of culture uponHence the presence of motivation to
personality variables. Chauhan (1985)posses and use electronic products and
indicates that the impact of culturealso acquiring the required digital
upon man is of crucial concern. Culturesskills by individuals high in
are diverse and dynamic social systems'need-achievement' and 'dominance' might
and not static monoliths (Bandura,be felt as an accomplishment enabling
2002), cultural changes are inevitablethem to feel superior to others who lack
due to innovations exert influence onit.
personality.Table 1: Pearson's moment correlation
The knowledge and understanding ofco-efficient for e-culture with
personality serves many a purpose. Itpersonality dimensions.
helps to anticipate and cope with thePersonality dimensions r
problems of interpersonal interactionEmpathy -0.015
and also facilitates the process ofEgo-Ideal -0.016
accommodation and assimilation toPessimism 0.079
environment. For psychologists,Introversion -0.011
knowledge about factors influencingNeuroticism -0.014
personality is of crucial importance, itNeed Achievement 0.119*
enables them to predict and manipulateSelf-Confidence 0.033
the behaviour of the clientsDogmatism -0.007
productively.Dominance 0.118*
Purpose of the study** significant at 0.001 levels
Researches on e-culture now are only at*significant at 0.005 levels
the beginning of a long process. ReviewsThe present study indicates that
indicate that studies on e-culture arepersonality dimensions of
fragmented and inadequate. Scanty'need-achievement' and 'dominance' are
information is available about thepositively and significantly related to
effect of e-culture on social ande-culture.
cultural development. Only recently, theReferences
International research community hasBandura, A. (2002). Social cognitive
started showing interest in exploringtheory in cultural context. Journal of
e-culture. The impetus for the newApplied Psychology: An International
interest may be the realization thatReview. 51, 269-290.
e-culture is widespread, inevitable andChauhan, N.S. (1985). Manual for
also places adaptive demands uponCultural Determination Scale. Meerut:
people.MAPA.
In India, unfortunately, the researchDe Haan, J & Huysmans, F. (2002).
efforts in understanding andE-culture: An Empirical Exploration. The
investigating the status of e-cultureHague: Social and Cultural Plan Bureau.
have not yet gained momentum. Thepp.145-155.
research and academic community areDona Kolar-Panov (2003). Cautious
dormant regarding the influence ofOptimism for e-Culture in Europe. In S.
e-culture. An examination of relatedDragojevic., D. Dodd., B. Cvjeticanin
literature in Indian context indicatesand C. Smithuijsen (Ed)(2005):
that e-culture has received poorE-Culture: The European Perspective-
attention. In particular, from aCultural Policy, Creative Industries,
psychological perspective, e-cultureInformation Lag (From the proceeding of
still remains unexplored at local levelthe round table meeting, Zagreb, 24-27
and less explored at global level. TheApril 2003). Zagreb: Institute of
knowledge and understanding of theInternational Relations.
relationship between cultural changespp. 99-106.
and personality is indispensable inLehman, D. R., Chiu, C & Schaller, M.
order to mould and govern one's(2004). Psychology and Culture. Annual
behavioural pattern. It is now essentialReview of Psychology, 55, 689-714.
for psychologists to also evaluate theMercer, C. (2003). Knowing Ourselves:
influence of e-culture upon personality,e-culture in the value production chain.
as the emerging and encompassingIn S. Dragojevic., D. Dodd., B.
e-culture effects shifts in relatedCvjeticanin and C. Smithuijsen
attitudes, values and norms (De Haan and(Ed)(2005): E-Culture: The European
Huysmans, 2002). Hence this study is anPerspective- Cultural Policy, Creative
attempt to explore the relationshipIndustries, Information Lag (From the
between e-culture and personalityproceeding of the round table meeting,
dimensions in Indian context.Zagreb, 24-27 April 2003). Zagreb:
MethodInstitute of International Relations.
Samplepp. 81-88.
The sample for this study comprised ofMuthayya, B.C. (1973). Manual for
100 students (50 females and 50 males)Multivariable Personality Inventory
randomly selected from Annamalai(MPI). Agra: Agra Psychological Research
University, Chidambaram Taluk inCell.
Cuddalore District, Tamil Nadu. The ageOishi, S. (2004). Personality in
range of the sample were between 18 toCulture: A neo-Allportian View. Journal
24 years (Mean Age= 22.1 years).of Research in Personality, 38, 68-74.
ToolsPatel, J. M. A & Rajendran, K. (2005).
The research tools used in this studyE-culture Inventory. SCOPE- Annamalai
for data collection were the (1)Psychology Journal, 1, 1-11.
E-culture Inventory and (2)Uzelac, A. (2003). E-culture: Cultural
Multivariable Personality Inventory.Goods between Public Domain and Private
(1) E-culture inventoryProperty. In S. Dragojevic., D. Dodd.,
This inventory was developed by PatelB. Cvjeticanin and C. Smithuijsen
and Rajendran (2005) to measure(Ed)(2005): E-Culture: The European
e-culture. The inventory consists of 42Perspective- Cultural Policy, Creative
items with 2 responses, i.e., "yes" andIndustries, Information Lag (From the
"no" respectively for each item. The 42proceeding of the round table meeting,
items are classified into 4 areas,Zagreb, 24-27 April 2003). Zagreb:
namely, home=16 items, office=11 items,Institute of International Relations.
personal=8 items and public=7 items. Thepp. 31-40.
score for 'yes' in home area is 2, inVan Dijk, J. (2001). The accessibility
office is 1, in personal area is 3 andof ICTs and the quality of
in public area is 1 were as the scoreinfrastructure and services. In:
for 'no' in all the areas is 0. TheMinistry of Transport, Public Works and
maximum score possible in this inventoryWater Management of the Netherlands
is 74 and the minimum score is 0. High(Ed.), People in networks: A
score indicates high e-culture and lowcontribution to the discussion of the
score indicates low e-culture. TheMinistry of Transport to the debate
reliability and validity co-efficientabout the Digital Divide. The Hague:
for this inventory were found to beMinistry of Transport, Public Works and
highly significant at 0.001 levels.Water Management.
(2) Multivariable Personality InventoryJ.M. ASGARALI PATEL, is presently
(MPI)working as a Senior Lecturer in the
This inventory was developed by MuthayyaDepartment of Psychology, Annamalai
(1973) is a multidimensional measure onUniversity, Annamalai Nagar- 608 002.
personality. This tool measures anK.RAJENDRAN, is presently the Professor
individuals personality based on nineand Head, Department of Psychology,
personality variables, namely,Annamalai University, Annamalai Nagar-
dominance, neuroticism, empathy,608 002.
need-achievement, ego-ideal,



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