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E-culture Among University Students

SCOPE-ANNAMALAI PSYCHOLOGY JOURNAL,items are classified into 4 areas,
DECEMBER 2006, Vol.2, p:1-7.namely, home=16 items, office=11 items,
INTRODUCTIONpersonal=8 items and public=7 items. The
Electronic technology is changing ourscore for 'yes' in home area is 2, in
life-style to a great extent. There areoffice is 1, in personal area is 3 and
many areas of electronic technologyin public area is 1 were as the score
helping different sections of a commonfor 'no' in all the areas is 0. The
man. For instance, terms likemaximum score possible in this inventory
e-commerce, e-business, e-banking,is 74 and the minimum score is 0. High
e-mails, e-organizations, e-governance,score indicates high e-culture and low
e-journals, e-books, e-medicine,score indicates low e-culture. The
internet, web-shopping, etc have becomereliability and validity co-efficient
part of the current lexicon. Advancesfor this inventory were found to be
made in the fields of information andhighly significant at 0.001 levels.
communication technology (ICT) and(2)Sensation seeking behaviour scale
electronics has resulted in theThis brief measure of the sensation
emergence of e-culture. Electronicseeking scale traces its origin to the
culture is enveloping the entire world,sensation seeking scale (SSS Form V)
it is a global phenomenon. Todaydeveloped by Zuckerman (1978). The aim
e-culture is the reality that we liveof this scale is to assess the sensation
in; it is no longer an option. Kanterseeking level, which is defined both as
(2001) indicates that organization willa personality trait as well as a need.
successfully meet the challenges of theThis scale consists of 13 items; each
'Internet Age' only if they becomeitem has two statements 'A' and 'B'
communities of collaborative workpertaining to activities indicating low
relations with distinct 'e-cultures.'and high sensation seeking. The
E-culture is also increasinglyrespondents are expected to choose one
understood as a new digital mediaof the two statements which suits them
culture or digitalization of culture.more by circling either "A' or "B". This
Netherlands council for culture in itsscale is a self-report and
advisory report on digitalization ofunidimensional. The responses of this
culture submitted to the state secretaryscale are grouped into 2 categories. One
of education, culture and science (2004)category comprises of 8 items: 1, 2, 3,
defines e-culture as "all about a new,5, 7, 8, 11 and 12, the responses of 'A'
digital dimension; a new and -untilfor these items is given a score of 1
recently- undreamt of medium with whichand the 'B' responses are given of 0
existing culture must seek to interactscores. The other category comprises of
and in which new culture is being5 items: 4, 6, 9, and 13, the 'B'
generated." De Haan and Huysmans (2002)responses are given a score of 1 and the
states the term 'e-culture' refers toresponses 'A' are given 0 scores. The
the diffusion of new technology, itsmaximum possible score that can be
application for various purposesobtained by an individual in this scale
(especially information andis 13 and minimum is 0. High score in
communication) and shifts in relatedthis scale indicates high sensation
attitudes, values and norms. Patel andseeking and low score indicates low
Rajendran (2005) have definedsensation seeking. Zuckerman suggested
"electronic culture" as "increased usethe following interpretation for this
of electronic goods by individuals inscale: 1-3 very low sensation seeking
various areas"; they have also developedscores, 4-5 low sensation seeking
an inventory to measure e-culture. Inscores, 6-9 average sensation seeking
this research study e-culture wasscores, 10-11 high sensation seeking
assessed based this perspective.scores and 12-13 very high sensation
E-culture is both technological and aseeking scores.
social development. There seems to be a(3) Cultural determination scale
widespread consensus that new digitalThis scale was developed and
and networking technologies like thestandardized by Chauhan (1985). The
World Wide Web (WWW) and the Internetpurpose of this scale is to assess
have the capacity to reorder the domainscultural determination. This scale
of everyday social and personal life byindicates conformity and rebellion
transforming work and knowledge forms,towards culture in India. The revised
gender and body politics, health andversion of this scale used for this
science, domestic life and entertainmentinvestigation has 40 items pertaining to
as well as transforming nationalIndian culture with 7 responses each (7
economics and international relations,point scaling technique), namely,
democracy and the distribution of power'fully,' 'too much,' 'much,' 'average,'
(Dona Kolar-Panov, 2003). The positive'less,' 'very less,' and 'not at all.'
approval of the concepts of informationIt is a unidimensional measure high
society and e-culture are reflected inscore indicates cultural conformity and
the keenness with which politicallow score indicates cultural rebellion.
decision-makers have taken them over onThe reliability and validity
all levels- local, regional, nationalco-efficient values yielded for this
and transnational. More accessible andscale were significant. The constructor
transparent information is an easyof this scale has determined the
expression, something that isreliability co-efficient by the
unequivocally good. It is good both fromtest-retest method which was 0.74 and
the point of view of social resourcesthe validity co-efficient was determined
and democracy. Furthermore, the ideas ofwith ratings of neighbours knowing the
an information society and e-cultureelements intimately which was 0.63. This
have also implied or, at least to startscale consists of 40 statements; this is
with, did imply expectations of economica 7 point scale. Each statement is
growth and stability, opening up of newfollowed by 7 responses, namely,
sectors of production, increased'fully,' 'too much,' 'much,' 'average,'
productivity and the advent of a new,'less', 'very less' and 'not at all'.
fluctuation-proof economy (Mitchell,The response category carries a weight
2003). The emergence of e-culture leadsage of 7 to 1scores from 'fully' to 'not
to cultural homogenization and immenseat all'. The maximum score an individual
concentrations of financial powercan obtain in this scale is 280 and the
thereby sending the threatening messageminimum score possible is 40. High score
"learn English and buy a computer orin this scale indicates cultural
you're out" (Marsh, 2003). E-cultureconformity and low score indicates
also makes it imperative to developcultural rebellion.
digital skill that is to possessProcedure
knowledge concerning the handling ofThe samples of this study were
electronic products especially the usepersonally and individually contacted by
of computer and Internet (De Haan &the researcher and data was obtained
Huysmans, 2002).through face-to face interview. The
E-culture in India is not different fromduration of data collection were spread
the international scenario. Indiaover a period of one month (30 days).
certainly is getting transformed into anThe obtained responses were scored and
e-society. The world's largest democracystatistically analyzed.
(India) is perhaps one of the mostRESULTS AND DISCUSSION
uniquely positioned countries in theThe objective of this research study is
world. Although India is a developingto explore the relationship of e-culture
country, its wealth of information,with cultural determination and
resources, and knowledge capacitysensation seeking behaviour. For this
immediately puts the country on the listpurpose Pearson's product moment
of top 5 countries in the world. Indiacorrelation were calculated, since no
is also one of the poorest countries insignificant gender differences were
exposing their content on the globalfound results for both sexes are
platform using digital media. Except TV,combined and given in Table 1.
among all other medium India and itsIt is inferred from the results
information assets are weaklysummarized in Table 1 that e-culture
represented. However, the scope ofdoes not have any significant
India's strength in this direction isrelationship with cultural determination
immense. The government of India as wellbut is positively and significantly
as many NGOs are dedicated andrelated to sensation seeking behaviour.
determined to enrich and enhance theThe concept of cultural determination
e-status of India. Osama Manzar's (2005)assumes that culture determines
book "The Best E-contents 2005"behaviour. The outcome of this research
published by 'Digital Empowermentappear contrary to this assumption, the
Foundation' (DEF) is an eye-openerfindings indicate that e-culture is not
regarding the e-contents in India. Theinfluenced by culture, culture
Digital Empowerment Foundation (DEF) hasconformity and culture rebellious
a mission to make India anbehaviour are not related to the use of
information-rich country and therebyelectronic products. E-culture appears
enrich the world about India's ancientas a Tran cultural phenomenon, it seems
knowledge, skill and its culturalto influence people irrespective of
diversity. DEF understands that becausetheir cultural background.
of the content gap, the digital divideTable 1: Showing the Pearson's moment
exists and therefore its foremostcorrelation co-efficient for e-culture
mission is to narrow the content gapwith cultural determination and
using information technology (IT),sensation seeking behaviour.
information and communication technologyVariables r
(ICT) and Internet as means.Cultural determination 0.034
Culture and personality are interrelatedSensation seeking behaviour 0.154**
(see Culture-and-Personality studies.** significant at 0.001 levels
Encyclopedia Britannica. 2006).*significant at 0.005 levels
Psychological processes and culturalThis study reveals a positive and
norms influence one another (Lehman etsignificant relationship between
al, 2004). Recognizing the importance ofe-culture and sensation seeking
culture in shaping personality, Allportbehaviour. The finding of this research
(1961) was quick to point out thatindicate that high sensation seeking
individuals actively select their ownbehaviour is related with high e-culture
way of life that suits their traits,and low sensation seeking behaviour is
temperaments, values, and philosophy ofrelated to low e-culture. High sensation
life. Since e-culture has evolved as aseekers exhibit preference for high
dynamic new medium of information,arousal, and physical pleasure and
entertainment and commerce and demandsposses an urge for novel experiences
change in life-style, people exhibiting(Oishi et al, 2001), since e-culture is
culture conforming or culture rebellioushighly interactive and is creative in
behaviour and high or low noveltypresenting the traditional culture in
seeking or sensation seeking trait maynew digital forms providing people with
tend to be influenced by it.plethora of novel stimulation and
Culture plays an important role in theinfinite source of information, high
determination of behaviour and in thesensation seekers tend to be more
development of personality is the basicreceptive to it.
assumption of the concept of culturalCONCLUSION
determination (see Chauhan, 1985).The present study reveals that cultural
Acceptance of culture can be measureddetermination is not related to
through conformity or deviant behaviour.e-culture but sensation seeking
Sensation seeking, as described bybehaviour is positively and
Zuckerman (1994) is a "trait involvingsignificantly related to e-culture.
the seeking of varied, novel, complexREFERENCE
and intense sensations and experiences."Allport, G. (1961). Patterns and growth
Researches on sensation seeking havein personality. New York: Holt, Rinehart
accumulated robust evidences for aand Winston.
strong link between sensation seekingChauhan, N.S. (1985). Manual for
and the preference for high arousal, andCultural Determination Scale. Meerut:
physical pleasure (Oishi et al, 2001).MAPA.
The personality trait of sensationCulture-and-Personality Studies.
seeking tend to influence anEncyclopedia Britannica. Retrieved May
individual's adjustment and reaction to3, 2006, from Encyclopedia Britannica
socio-cultural changes, in general high2006 Ultimate Reference Suite DVD.
sensation seekers in their urge forDe Haan, J and Huysmans, F. (2002).
novel experiences will be more receptiveE-culture: An Empirical Exploration. The
to cultural innovations.Hague: Social and Cultural Plan Bureau.
PURPOSE OF THE STUDYpp. 145-155.
E-culture though popular and prevalent,Dona Kolar-Panov (2003). Cautious
is a recent phenomenon, studies on itOptimism for eCulture in Europe. In S.
appear remote and negligible both atDragojevic., D. Dodd., B. Cvjeticanin
international and national levels. Theand C. Smithuijsen (Ed)(2005):
scientist community has just begun toE-Culture: The European Perspective-
recognize the importance of e-cultureCultural Policy, Creative Industries,
and its influence. At present there areInformation Lag (From the proceeding of
no much substantial empirical evidencesthe round table meeting, Zagreb, 24-27
available on the impact of e-culture.April 2003). Zagreb: Institute of
Even the 'concept of e-culture'International Relations. pp. 99-106.
currently is tentative and far fromKanter, R. M. (2001). Evolve! Succeeding
conclusive. Researches on e-culture nowin the Digital Culture of Tomorrow,
are only at the beginning of a longBoston, MA: Harvard Business School
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on e-culture are fragmented andLehman, D. R., Chiu, C and Schaller, M.
inadequate. Scanty information is(2004). Psychology and Culture. Annual
available about the effect of e-cultureReview of Psychology. 55. pp. 689-714.
on social and cultural development.Marsh, J. B. T. (2003). Cultural
There are no much scientific tools andConflict in the Information Society. In
methods visible to study e-culture. OnlyS. Dragojevic., D. Dodd., B. Cvjeticanin
recently, the International researchand C. Smithuijsen (Ed) (2005):
community has started showing interestE-Culture: The European Perspective-
in exploring e-culture. In India,Cultural Policy, Creative Industries,
unfortunately, the research efforts inInformation Lag (From the proceeding of
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METHODInternational Relations. pp. 9-18.
SampleNetherlands Council for Culture. (2004.
The sample for this study comprised ofEnglish Edition). From ICT to E-culture:
100 students (50 females and 50 males)Advisory report on the digitalization of
randomly selected from Annamalaiculture and the implications for
University, Chidambaram Taluk incultural policy (Submitted to the
Cuddalore District, Tamil Nadu. The ageNetherlands State Secretary for
range of the sample were between 18 toEducation, Culture and Science, June
24 years (Mean Age= 22.1 years).2003). The Hague: Netherlands Council
Tools usedfor Culture Publishing.
The research tools used in this studyOishi, S., Schimmack, U and Diener, E.
for data collected were the (1)(2001). Pleasures and Subjective
e-culture inventory, (2) Brief sensationWell-Being. European Journal of
seeking behaviour scale, and (3)Personality. 15. pp. 153-167.
cultural determination scale, selectedOsama Manzar (2005). "The Best of
after a comprehensive review of relatedE-contents 2005." Delhi: Digital
literature.Empowerment Foundation (DEF).
(1) E-culture inventoryPatel, J. M. A and Rajendran, K. (2005)
This inventory was developed by PatelE-culture Inventory. SCOPE- Annamalai
and Rajendran (2005) to measurePsychology Journal, Vol. I, pp. 1-11.
e-culture. The inventory consists of 42Zuckerman, C. (1978). "The Search for
items with 2 responses, i.e., "yes" andHigh Sensation." Psychology Today.
"no" respectively for each item. The 42Sussex Publishers, Inc.



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