E-culture Among University Students

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E-culture Among University Students

SCOPE-ANNAMALAI PSYCHOLOGY JOURNAL, DECEMBER				indicates low e-culture. The reliability and
2006, Vol.2, p:1-7.				validity co-efficient for this inventory were
				found to be highly significant at 0.001
INTRODUCTION				levels.

Electronic technology is changing our				(2)Sensation seeking behaviour scale
life-style to a great extent. There are many
areas of electronic technology helping				This brief measure of the sensation seeking
different sections of a common man. For				scale traces its origin to the sensation
instance, terms like e-commerce, e-business,				seeking scale (SSS Form V) developed by
e-banking, e-mails, e-organizations,				Zuckerman (1978). The aim of this scale is to
e-governance, e-journals, e-books,				assess the sensation seeking level, which is
e-medicine, internet, web-shopping, etc have				defined both as a personality trait as well
become part of the current lexicon. Advances				as a need. This scale consists of 13 items;
made in the fields of information and				each item has two statements 'A' and 'B'
communication technology (ICT) and				pertaining to activities indicating low and
electronics has resulted in the emergence of				high sensation seeking. The respondents are
e-culture. Electronic culture is enveloping				expected to choose one of the two statements
the entire world, it is a global phenomenon.				which suits them more by circling either "A'
Today e-culture is the reality that we live				or "B". This scale is a self-report and
in; it is no longer an option. Kanter (2001)				unidimensional. The responses of this scale
indicates that organization will successfully				are grouped into 2 categories. One category
meet the challenges of the 'Internet Age'				comprises of 8 items: 1, 2, 3, 5, 7, 8, 11
only if they become communities of				and 12, the responses of 'A' for these items
collaborative work relations with distinct				is given a score of 1 and the 'B' responses
'e-cultures.'				are given of 0 scores. The other category
				comprises of 5 items: 4, 6, 9, and 13, the
E-culture is also increasingly understood as				'B' responses are given a score of 1 and the
a new digital media culture or digitalization				responses 'A' are given 0 scores. The maximum
of culture. Netherlands council for culture				possible score that can be obtained by an
in its advisory report on digitalization of				individual in this scale is 13 and minimum is
culture submitted to the state secretary of				0. High score in this scale indicates high
education, culture and science (2004) defines				sensation seeking and low score indicates low
e-culture as "all about a new, digital				sensation seeking. Zuckerman suggested the
dimension; a new and -until recently-				following interpretation for this scale: 1-3
undreamt of medium with which existing				very low sensation seeking scores, 4-5 low
culture must seek to interact and in which				sensation seeking scores, 6-9 average
new culture is being generated." De Haan and				sensation seeking scores, 10-11 high
Huysmans (2002) states the term 'e-culture'				sensation seeking scores and 12-13 very high
refers to the diffusion of new technology,				sensation seeking scores.
its application for various purposes
(especially information and communication)				(3) Cultural determination scale
and shifts in related attitudes, values and
norms. Patel and Rajendran (2005) have				This scale was developed and standardized by
defined "electronic culture" as "increased				Chauhan (1985). The purpose of this scale is
use of electronic goods by individuals in				to assess cultural determination. This scale
various areas"; they have also developed an				indicates conformity and rebellion towards
inventory to measure e-culture. In this				culture in India. The revised version of this
research study e-culture was assessed based				scale used for this investigation has 40
this perspective.				items pertaining to Indian culture with 7
				responses each (7 point scaling technique),
E-culture is both technological and a social				namely, 'fully,' 'too much,' 'much,'
development. There seems to be a widespread				'average,' 'less,' 'very less,' and 'not at
consensus that new digital and networking				all.' It is a unidimensional measure high
technologies like the World Wide Web (WWW)				score indicates cultural conformity and low
and the Internet have the capacity to reorder				score indicates cultural rebellion. The
the domains of everyday social and personal				reliability and validity co-efficient values
life by transforming work and knowledge				yielded for this scale were significant. The
forms, gender and body politics, health and				constructor of this scale has determined the
science, domestic life and entertainment as				reliability co-efficient by the test-retest
well as transforming national economics and				method which was 0.74 and the validity
international relations, democracy and the				co-efficient was determined with ratings of
distribution of power (Dona Kolar-Panov,				neighbours knowing the elements intimately
2003). The positive approval of the concepts				which was 0.63. This scale consists of 40
of information society and e-culture are				statements; this is a 7 point scale. Each
reflected in the keenness with which				statement is followed by 7 responses, namely,
political decision-makers have taken them				'fully,' 'too much,' 'much,' 'average,'
over on all levels- local, regional, national				'less', 'very less' and 'not at all'. The
and transnational. More accessible and				response category carries a weight age of 7
transparent information is an easy				to 1scores from 'fully' to 'not at all'. The
expression, something that is unequivocally				maximum score an individual can obtain in
good. It is good both from the point of view				this scale is 280 and the minimum score
of social resources and democracy.				possible is 40. High score in this scale
Furthermore, the ideas of an information				indicates cultural conformity and low score
society and e-culture have also implied or,				indicates cultural rebellion.
at least to start with, did imply
expectations of economic growth and				Procedure
stability, opening up of new sectors of
production, increased productivity and the				The samples of this study were personally and
advent of a new, fluctuation-proof economy				individually contacted by the researcher and
(Mitchell, 2003). The emergence of e-culture				data was obtained through face-to face
leads to cultural homogenization and immense				interview. The duration of data collection
concentrations of financial power thereby				were spread over a period of one month (30
sending the threatening message "learn				days). The obtained responses were scored and
English and buy a computer or you're out"				statistically analyzed.
(Marsh, 2003). E-culture also makes it
imperative to develop digital skill that is				RESULTS AND DISCUSSION
to possess knowledge concerning the handling
of electronic products especially the use of				The objective of this research study is to
computer and Internet (De Haan & Huysmans,				explore the relationship of e-culture with
2002).				cultural determination and sensation seeking
				behaviour. For this purpose Pearson's product
E-culture in India is not different from the				moment correlation were calculated, since no
international scenario. India certainly is				significant gender differences were found
getting transformed into an e-society. The				results for both sexes are combined and given
world's largest democracy (India) is perhaps				in Table 1.
one of the most uniquely positioned countries
in the world. Although India is a developing				It is inferred from the results summarized in
country, its wealth of information,				Table 1 that e-culture does not have any
resources, and knowledge capacity immediately				significant relationship with cultural
puts the country on the list of top 5				determination but is positively and
countries in the world. India is also one of				significantly related to sensation seeking
the poorest countries in exposing their				behaviour.
content on the global platform using digital
media. Except TV, among all other medium				The concept of cultural determination assumes
India and its information assets are weakly				that culture determines behaviour. The
represented. However, the scope of India's				outcome of this research appear contrary to
strength in this direction is immense. The				this assumption, the findings indicate that
government of India as well as many NGOs are				e-culture is not influenced by culture,
dedicated and determined to enrich and				culture conformity and culture rebellious
enhance the e-status of India. Osama Manzar's				behaviour are not related to the use of
(2005) book "The Best E-contents 2005"				electronic products. E-culture appears as a
published by 'Digital Empowerment Foundation'				Tran cultural phenomenon, it seems to
(DEF) is an eye-opener regarding the				influence people irrespective of their
e-contents in India. The Digital Empowerment				cultural background.
Foundation (DEF) has a mission to make India
an information-rich country and thereby				Table 1: Showing the Pearson's moment
enrich the world about India's ancient				correlation co-efficient for e-culture with
knowledge, skill and its cultural diversity.				cultural determination and sensation seeking
DEF understands that because of the content				behaviour.
gap, the digital divide exists and therefore
its foremost mission is to narrow the content				Variables r
gap using information technology (IT),
information and communication technology				Cultural determination 0.034
(ICT) and Internet as means.
				Sensation seeking behaviour 0.154**
Culture and personality are interrelated (see
Culture-and-Personality studies. Encyclopedia				** significant at 0.001 levels
Britannica. 2006). Psychological processes
and cultural norms influence one another				*significant at 0.005 levels
(Lehman et al, 2004). Recognizing the
importance of culture in shaping personality,				This study reveals a positive and significant
Allport (1961) was quick to point out that				relationship between e-culture and sensation
individuals actively select their own way of				seeking behaviour. The finding of this
life that suits their traits, temperaments,				research indicate that high sensation seeking
values, and philosophy of life. Since				behaviour is related with high e-culture and
e-culture has evolved as a dynamic new medium				low sensation seeking behaviour is related to
of information, entertainment and commerce				low e-culture. High sensation seekers exhibit
and demands change in life-style, people				preference for high arousal, and physical
exhibiting culture conforming or culture				pleasure and posses an urge for novel
rebellious behaviour and high or low novelty				experiences (Oishi et al, 2001), since
seeking or sensation seeking trait may tend				e-culture is highly interactive and is
to be influenced by it.				creative in presenting the traditional
				culture in new digital forms providing people
Culture plays an important role in the				with plethora of novel stimulation and
determination of behaviour and in the				infinite source of information, high
development of personality is the basic				sensation seekers tend to be more receptive
assumption of the concept of cultural				to it.
determination (see Chauhan, 1985). Acceptance
of culture can be measured through conformity				CONCLUSION
or deviant behaviour.
				The present study reveals that cultural
Sensation seeking, as described by Zuckerman				determination is not related to e-culture but
(1994) is a "trait involving the seeking of				sensation seeking behaviour is positively and
varied, novel, complex and intense sensations				significantly related to e-culture.
and experiences." Researches on sensation
seeking have accumulated robust evidences for				REFERENCE
a strong link between sensation seeking and
the preference for high arousal, and physical				Allport, G. (1961). Patterns and growth in
pleasure (Oishi et al, 2001). The personality				personality. New York: Holt, Rinehart and
trait of sensation seeking tend to influence				Winston.
an individual's adjustment and reaction to
socio-cultural changes, in general high				Chauhan, N.S. (1985). Manual for Cultural
sensation seekers in their urge for novel				Determination Scale. Meerut: MAPA.
experiences will be more receptive to
cultural innovations.				Culture-and-Personality Studies. Encyclopedia
				Britannica. Retrieved May 3, 2006, from
PURPOSE OF THE STUDY				Encyclopedia Britannica 2006 Ultimate
				Reference Suite DVD.
E-culture though popular and prevalent, is a
recent phenomenon, studies on it appear				De Haan, J and Huysmans, F. (2002).
remote and negligible both at international				E-culture: An Empirical Exploration. The
and national levels. The scientist community				Hague: Social and Cultural Plan Bureau. pp.
has just begun to recognize the importance of				145-155.
e-culture and its influence. At present there
are no much substantial empirical evidences				Dona Kolar-Panov (2003). Cautious Optimism
available on the impact of e-culture. Even				for eCulture in Europe. In S. Dragojevic., D.
the 'concept of e-culture' currently is				Dodd., B. Cvjeticanin and C. Smithuijsen
tentative and far from conclusive. Researches				(Ed)(2005): E-Culture: The European
on e-culture now are only at the beginning of				Perspective- Cultural Policy, Creative
a long process. Reviews indicate that studies				Industries, Information Lag (From the
on e-culture are fragmented and inadequate.				proceeding of the round table meeting,
Scanty information is available about the				Zagreb, 24-27 April 2003). Zagreb: Institute
effect of e-culture on social and cultural				of International Relations. pp. 99-106.
development. There are no much scientific
tools and methods visible to study e-culture.				Kanter, R. M. (2001). Evolve! Succeeding in
Only recently, the International research				the Digital Culture of Tomorrow, Boston, MA:
community has started showing interest in				Harvard Business School Press.
exploring e-culture. In India, unfortunately,
the research efforts in understanding the				Lehman, D. R., Chiu, C and Schaller, M.
status of e-culture have still not gained				(2004). Psychology and Culture. Annual Review
momentum. The research and academic community				of Psychology. 55. pp. 689-714.
are dormant regarding the influence of
e-culture. An examination of related				Marsh, J. B. T. (2003). Cultural Conflict in
literature in Indian context indicates that				the Information Society. In S. Dragojevic.,
e-culture has received poor attention. Hence				D. Dodd., B. Cvjeticanin and C. Smithuijsen
this investigation is an attempt made to				(Ed) (2005): E-Culture: The European
understand the relationship between e-culture				Perspective- Cultural Policy, Creative
and the psychological variables of cultural				Industries, Information Lag (From the
determination and sensation seeking				proceeding of the round table meeting,
behaviour.				Zagreb, 24-27 April 2003). Zagreb: Institute
				of International Relations. pp. 21-30.
METHOD
				Mitchell, R. (2003). Information Society and
Sample				E-culture: On the Rise and Popularity of the
				Concepts. In S. Dragojevic., D. Dodd., B.
The sample for this study comprised of 100				Cvjeticanin and C. Smithuijsen (Ed)(2005):
students (50 females and 50 males) randomly				E-Culture: The European Perspective- Cultural
selected from Annamalai University,				Policy, Creative Industries, Information Lag
Chidambaram Taluk in Cuddalore District,				(From the proceeding of the round table
Tamil Nadu. The age range of the sample were				meeting, Zagreb, 24-27 April 2003). Zagreb:
between 18 to 24 years (Mean Age= 22.1				Institute of International Relations. pp.
years).				9-18.

Tools used				Netherlands Council for Culture. (2004.
				English Edition). From ICT to E-culture:
The research tools used in this study for				Advisory report on the digitalization of
data collected were the (1) e-culture				culture and the implications for cultural
inventory, (2) Brief sensation seeking				policy (Submitted to the Netherlands State
behaviour scale, and (3) cultural				Secretary for Education, Culture and Science,
determination scale, selected after a				June 2003). The Hague: Netherlands Council
comprehensive review of related literature.				for Culture Publishing.

(1) E-culture inventory				Oishi, S., Schimmack, U and Diener, E.
				(2001). Pleasures and Subjective Well-Being.
This inventory was developed by Patel and				European Journal of Personality. 15. pp.
Rajendran (2005) to measure e-culture. The				153-167.
inventory consists of 42 items with 2
responses, i.e., "yes" and "no" respectively				Osama Manzar (2005). "The Best of E-contents
for each item. The 42 items are classified				2005." Delhi: Digital Empowerment Foundation
into 4 areas, namely, home=16 items,				(DEF).
office=11 items, personal=8 items and
public=7 items. The score for 'yes' in home				Patel, J. M. A and Rajendran, K. (2005)
area is 2, in office is 1, in personal area				E-culture Inventory. SCOPE- Annamalai
is 3 and in public area is 1 were as the				Psychology Journal, Vol. I, pp. 1-11.
score for 'no' in all the areas is 0. The
maximum score possible in this inventory is				Zuckerman, C. (1978). "The Search for High
74 and the minimum score is 0. High score				Sensation." Psychology Today. Sussex
indicates high e-culture and low score				Publishers, Inc.

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