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